长江经济带地区人与自然的和谐对环保消费行为的影响研究

Research on the Influence of the Harmony between Human and Nature on Environmentally Friendly Consumption Behavior in the Area of Yangtze River Economic Belt

当今社会环境问题逐渐凸显,人们对自身生存环境高度关注,在日常生活中不断提高自己的环保意识。本文依据长江经济带地区人与自然存在的三重主要关系,探究它对环保消费行为存在的影响。首先探索长江经济带地区消费者对人与自然的三重关系(平等关系、隶属关系、拥有关系)的认同程度,其次考察消费者对环保消费行为(购买意愿、溢价支付意愿)所持的态度,最后检验人与自然的和谐对环保消费的影响。研究结论人与自然的平等关系构建正向影响购买意愿;人与自然的隶属关系正向影响购买意愿和溢价支付意愿;人与自然的拥有关系负向影响购买意愿和溢价支付意愿。本研究可以促进长江经济带地区环保消费体系进一步发展和完善,并对如何引导消费者进行环保消费给出指导性意见。

In today's society,environmental problems have become increasingly prominent.People pay high attention to their living environment and constantly improve their awareness of environmentally friendly protection in their daily life.Based on the three main relationships between human and nature in the Yangtze River Economic Belt,this paper explores its influence on environmentally friendly consumption behavior.Firstly,the recognition degree of consumers in the Yangtze River Economic Belt region to the triple relationship between human and nature(equal relationship,subordinate relationship and ownership relationship)is explored.Secondly,the attitudes of consumers to environmentally friendly consumption behaviors(purchase intention and premium payment intention)are investigated.Then,the impact of harmony between human and nature on environmentally friendly consumption is examined.Conclusion:The harmonious construction of human and nature positively affects the purchase intention;The subordinate relationship between human and nature positively affects the purchase intention and premium payment intention;The ownership relationship between human and nature negatively affects the purchase intention and premium payment intention.This study can promote the further improvement and development of the environmentally friendly consumption system in the Yangtze River Economic Belt region,and give guidance on how to guide consumers'environmentally friendly consumption.