环境价值观、环境敏感度与绿色消费意愿——以广州市新能源汽车市场为例

Environmental Values, Environmental Sensitivity and Green Consumption Intentions: A Case Study of the New Energy Vehicle Market in Guangzhou

绿色消费不仅是促进经济可持续增长的重要动力,更是实现经济高质量发展的必由之路。围绕绿色消费,本文基于价值—信念—规范理论,研究了环境认知和情感对绿色消费意愿的影响及其机制。以广州新能源汽车市场为例,本文从环境认知和环境情感角度出发,以绿色感知价值为中介变量,构建环境价值观和环境敏感度影响新能源汽车消费意愿的理论模型,并采用结构方程模型进行实证检验。研究结果表明,环境价值观对新能源汽车消费意愿的总效应小于环境敏感度。具体而言,在直接效应上,环境价值观和环境敏感度均显著提高了绿色消费意愿,但两者差异不大;在间接效应上,环境价值观和环境敏感度均通过绿色感知价值这一中介变量增强了绿色消费意愿,其中后者的影响效应更大。最后,本文从政府、企业和消费者三个层面提出了促进绿色消费的政策建议。

Besides boosting sustainable economic growth, green consumption is also the way to quality economic development. Based on the Value-Belief-Norm Theory, the paper studies the impacting mechanism of environmental perception and emotions on green consumption intentions. Taking the new energy vehicle market in Guangzhou for example, the author uses the level of environmental perception as an intermediate variable to build a model depicting the intentions to buy new energy vehicle affected by the purchaser’s environmental values and sensitivity. Results show that environmental values impose bigger impacts on the intention to purchasing new energy vehicles than environmental sensitivity. In terms of direct impacts, both can raise green consumption intentions significantly with mild differences;while in terms of indirect impacts, that of environmental sensitivity is bigger though both variables effect via environmental perception. Finally, it proposes policy suggestions from three perspectives including government, enterprises and consumers.