消费者预期情绪对绿色购买行为的影响机理研究

Research on the Intrinsic Influence Mechanism of Consumers’ Expected Emotions Affecting Green Purchasing Behavior

近年来,随着人们对绿色发展理念的认同,绿色消费渐渐成为未来发展的趋势。然而,尽管消费者的环保意识在不断提高,但在绿色产品购买行为上却相对置后。为此,有学者们从不同角度探究了影响消费者绿色购买的前置因素,而本文从消费者预期情绪出发,探究消费者绿色购买行为的内在影响机理。结果表明:消费者情绪预期对绿色消费行为产生显著影响。消费者的不同内疚指向对于绿色购买行为的影响作用存在较大差异。具体而言,自我的内疚正向影响绿色购买意愿。其中,消费者感知效力起着部分中介作用;对社会的内疚也能促进绿色购买意愿,但其作用完全由感知效力中介作用所决定;对他人的内疚与绿色购买意愿的关系并不显著。同时,本文针对消费者中细分人群的进一步分析发现,性别和收入状况在绿色消费决策中存在明显差异。

With the deterioration of the environment, green consumption has gradually become the trend of future development. However, although many consumers’ environmental awareness is constantly improving, there is a clear deviation in the actual green product purchase behavior. To this end, scholars explored the pre-factors that influence consumers’ green purchases from different angles. This article explores the different intrinsic points from the guilty feelings expected by consumers: self-introduction, guilt about others and guilt about social standards. The intrinsic impact mechanism of green purchase behavior with consumers. The results show that the influence and mechanism of different intrinsic points on green purchasing behavior are quite different. Specifically, the guilt of the self positively affects the willingness to purchase green, in which the perceived effectiveness of the consumer plays a partial intermediary role;the guilt of the society can also promote the willingness to purchase green, but its role is completely influenced by the perceived effectiveness;The relationship with green buying intentions is not significant. At the same time, this paper analyzes the sub-populations of consumers and finds that gender and income status are significantly different in the above mechanisms.