社会规范对绿色消费的影响及作用机制

Research on the Impact and Mechanism of Social Norms on Green Consumption

绿色消费是我国推进生态文明建设所倡导的消费行为,本文将社会规范划分为描述性规范、动态描述性规范和命令性规范,探讨了社会规范对绿色消费的影响及作用机制。通过两个实验研究发现,描述性规范、动态描述性规范、命令性规范对绿色消费的促进作用显著,三者对绿色消费的促进作用无显著差异;描述性规范、动态描述性规范会激活消费者的个人规范,个人规范在描述性规范、动态描述性规范影响绿色消费过程中发挥部分中介作用;命令性规范会引发消费者的后果认知,进而激活个人规范,后果认知与个人规范在命令性规范影响绿色消费过程中发挥完全中介作用。因此,可以发挥描述性规范、动态描述性规范对绿色消费的引导示范作用和命令性规范对绿色消费的监督作用,激活绿色消费的个人规范水平,更为有效地促进绿色消费。

Green consumption is the consumption behavior advocated by the construction of ecological civilization in China.This paper divides social norms into descriptive norms,dynamic descriptive norms and imperative norms,and discusses the influence and mechanism of social norms on green consumption.Through two experiments,it is found that descriptive norms,dynamic descriptive norms and imperative norms have significant promoting effects on green consumption,but there is no significant difference between them;descriptive norms and dynamic descriptive norms can activate consumers′personal norms,which play a part of intermediary role in the process of influencing green consumption;imperative norms will lead to consumers′consequence cognition,and then activate individual norms,and onsequence cognition and individual norms play a completely intermediary role in the process of imperative norms affecting green consumption.Therefore,we can give full play to the role of descriptive norms and dynamic descriptive norms in guiding and demonstrating green consumption,and give full play to the supervision function of mandatory norms on green consumption,in order to activate the personal standard level of green consumption and promote green consumption more effectively.