消费者自我概念对绿色产品购买意愿的影响机理——面子意识的中介效应

Research on the Influence Mechanism of Consumers’Self-Concept on Green Purchase Intention——The mediating role of face consciousness

本文基于面子意识与送礼文化,运用情景实验法研究自我概念对消费者绿色产品购买意愿的影响,探究该影响过程中面子意识的中介效应以及购买情境的调节效应。研究结果表明,消费者的自我概念影响其绿色产品购买意愿,且较独立于自我型消费者,依存自我型消费者的绿色产品购买意愿更高。面子意识在依存自我型消费者与绿色产品购买意愿之间发挥中介效应,而面子意识在独立自我与消费者绿色产品购买意愿之间的中介效应未得到验证。同时,购买情境调节依存自我型消费者通过中介面子意识对绿色产品购买意愿的影响,发挥有中介的调节效应,但购买情境对独立自我型消费者通过中介面子意识对绿色产品购买意愿的调节效应未得到验证。因此,生产经营绿色产品的厂商应注重运用消费者的自我概念及其面子意识进行市场细分,选准目标市场以提高经营效益。

Based on the face culture and gift-giving culture,this study makes scenario experiments to explore the influence of self-concept(independent self vs.dependent self)on consumers’green purchase intention,in which face consciousness plays a mediating role and buying context a moderating role.This study has the following findings consumers’self-concept impacts their green purchase intention,which is higher in independent self consumers than self-dependent ones;face consciousness mediates the relationship between dependent self and green purchase intention,but face consciousness’moderating role is not supported;purchase situation(self-use vs.gift-giving)moderates the relationship between self concept and face consciousness,which further has impact on green purchase intention,and plays a moderating mediation role as a whole,whereas the moderating mediation role of purchase situation as such is not supported.This article provides a good reference for green food producers to apply consumers’self-concept and face consciousness in market positioning,picking the right segment and enhancing operation performance.