生态消费的价值取向对生态消费态度及消费者购买意愿的影响——基于PLS-SEM的实证研究

The Influence of the Value Orientation of Ecological Consumption on the Attitude of Ecological Consumption and Consumers’ Purchase Intention——Empirical Research Based on PLS-SEM

文章基于计划行为理论,以生态消费价值观为前因变量,以生态消费态度为中介变量,以生态健康意识、品牌信任、生态体验、感知利益为调节变量,以消费者的购买意愿为结果变量构建生态消费的价值观对消费者购买意愿影响模型。通过SEM分析方法,对各因素关系进行检验。结果表明:生态消费价值观正向影响生态消费态度,生态消费态度正向影响购买意愿。消费者的生态健康意识、品牌信任、生态体验和感知利益正向调节生态消费价值观和生态消费态度之间的关系。

Based on the theory of planned behavior,this paper takes the ecological consumption values as the antecedent variable,the ecological consumption attitude as the mediator,the ecological health awareness,brand trust,ecological experience and perceived benefit as the adjustment variables,and the consumer's purchase intention as the outcome variable to construct a model of the impact of eco-consumption on consumers'purchase intention.The relationship between each factor was tested by SEM analysis.The results show that the ecological consumption values positively affect the attitude of ecological consumption,and the attitude of ecological consumption positively affects the purchase intention.Consumers'ecological health awareness,brand trust,ecological experience and perceived benefits positively regulate the relationship between ecological consumption values and ecological consumption attitudes.