促销信息框架对绿色购买行为的影响机制——基于非绿替代吸引力的调节作用

Influence Mechanism of the Promotion Message Framework on Consumers’Green Purchasing Behavior Based on the Moderating Effect of Non-green Alternative Attractiveness

非绿替代吸引力对于促销情境下消费者的绿色购买行为具有重要影响,但现有研究缺乏对其作用机制的深入分析。通过两个实验探讨了非绿替代吸引力边界条件下促销信息框架对消费者绿色购买行为的影响机制。研究结果表明:相比于赠品促销信息,消费者对于折扣促销信息的绿色购买意愿更强;得与失权衡在促销信息框架与绿色购买意愿间起中介作用;非绿替代吸引力在二者之间起调节作用,即在强非绿替代吸引力下,相比于赠品促销信息,消费者对于折扣促销信息的绿色购买意愿更强;在弱非绿替代吸引力下,赠品促销信息与折扣促销信息对消费者绿色购买意愿的影响无差异。

The attraction of non-green alternatives has an important impact on consumers’green purchasing behaviors in the promotion context.However,the influence mechanism on consumers’green purchasing behavior is underexplored.This study discusses the influence mechanism of promotion information framework on consumers’green purchasing behavior within the framework of non-green alternative attractiveness boundary based on two experiments.Results show that compared with gift promotion,consumers are more willing to do green purchasing under discount promotion.Trade-off between gain and loss plays a mediating role between promotion information framework and consumers’green purchasing intention.The mediating role of trade-off will be further moderated by the attractiveness of non-green alternatives.In the case of high green alternative attraction,compared with gift promotion information,consumers have stronger green purchasing intention for discount promotion.Under low green alternative attraction,no significant difference in the influence of gift promotion and discount promotion on consumers’green purchase intention can be observed.