绿色消费行为的溢出效应:目标视角的调节作用

The Spillover Effect of Green Consumption: Moderating Role of Goal Perspective

绿色消费是社会倡导并大力促进的亲环境行为,但是现有研究较少关注绿色消费行为的溢出效应,特别是绿色消费如何影响进一步的亲社会行为还缺乏明确结论。本研究揭示了目标视角对绿色消费行为溢出效应的调节作用。具体来说,在目标承诺视角下,绿色消费行为对亲社会行为具有正向溢出效应;在目标进展视角下,绿色消费行为对亲社会行为具有负向溢出效应。本研究启示政策设计者应该追求整体的行为助推效果。

Under the background of the global environmental crisis and resources exhaustion,green consumption has become a pro-environment behavior strongly advocated by the contemporary society.Existing researches mainly focus on revealing the influence mechanism of the green consumption behavior and the intervention strategies of the green consumption behavior,but neglect the spillover effect of the green consumption behavior.This paper explores the spillover effect of the green consumption behavior,and focuses on the influence of the green product selection on the pro-social behavior and its boundary conditions by means of experiments.The results suggest that the goal perspective has a moderating effect on the spillover effect of green consumption behavior on pro-social behavior willingness.Specifically,from the perspective of the goal commitment,the results indicate that the green product consumption behavior has a positive spillover effect on the pro-social behavior,while from the perspective of the goal progress,the results show that the green product consumption behavior has a significant negative spillover effect on the pro-social behavior.Public policy designers should incorporate the promotion of the green consumption behavior into an overall framework.