敬畏情绪对绿色消费行为的影响机制研究

Research on the Effect of Awe on Green Consumption

绿色消费需要牺牲个人短期利益以换取公众长期利益,这给绿色消费的推广带来了阻碍。传统绿色消费行为影响因素研究大多侧重于个体认知变量,较少探讨对个体行为影响更为直接和深刻的情绪因素。本研究聚焦于个体普遍经历的一种特定情绪--敬畏对绿色消费行为的影响,并试图从联结性视角解释敬畏对绿色消费行为的作用机理。实证研究结果表明,敬畏情绪可以积极影响个体的自然联结和社会联结,并提升绿色消费行为。性别调节了敬畏情绪对绿色消费行为的作用。研究结论证实了绿色环保理念可以通过影响个体情绪来实现,对于采用柔性方式提升绿色消费价值观及引导绿色消费行为具有重要的理论意义和实践意义。

Green consumption means for the sacrifice the short-term interests of the individual in exchange for the overall interests of the public and the society,which has brought obstacles to the promotion of green consumption.The traditional research on antecedents of green consumption is mostly focused on cognitive variables,and rarely mentioned emotions which could influence environmental related behavior more directly and profoundly.The present research focuses on the influence of a specific emotion,awe,on green consumption from the perspective of connectedness.The results show that awe positively affects the connectedness to nature,the social connectedness and green consumption behavior.The connectedness to nature and the social connectedness mediate the effect of awe on green consumption behavior.In addition,gender moderates the effect of awe on green consumption.Results confirm that the environment protection could be realized by the awe,which has important theoretical and practical significance to promote green consumption values and behavior.