反消费意识与反消费行为的实证研究

The Empirical Study on Anti-consumption Awareness and Anti-consumption Behaviors

根据一些先发达国家的经验来说,社会物质充盈的时候,反消费主义会应运而生,由于当代互联网的普及,建设生态文明求解人与自然和谐共生之道,反消费受到越来越多的关注,然而学术界对反消费的概念尚没有给出明确的定义且研究分支众多。在我国关于反消费主义研究仍处于初级阶段,文献不但少而且集中于定性研究。本研究通过问卷调查收集数据,采用定量方法进行分析并验证,结果反映反消费意识的程度,同时深入分析关注个人、社会与环境、特定品牌的抵制和广泛的抵制等行为与初级和高级的反消费意识分别以10%和25%、20%和35%、22%和12%、9%和37%的比率增长,验证反消费意识与反消费行为是正相关的。该结论为反消费领域的进一步研究做铺垫,可以帮助个人更好的理解消费行为,为致力于保护环境提供参考,对政府制定生态文明的相应生产策略提供依据。

Learned from the experience of some pre-developed countries,anti-consumption would emerge at the historic moment when social materials are abundant.At same time,due to the convenient of the Internet,anti-consumption is also pursued by more and more people.However,the concept of anti-consumption has not been clearly defined and has many branches in academic area.In China,the research on anti-consumption is under-developed,not only limited in literature quantity,but also mainly focused on qualitative research.In this study,quantitative methods are used and data collected through online questionnaire.The results reflect the degree of anti-consumption awareness.The behavior of paying attention to global impacting consumers,simplifiers,market activists and anti-loyal of consumers is analyzed.The primary and advanced anti-consumption awareness is increased by 10%and 25%,20%and 35%,22%and 12%,9%and 37%respectively.The anti-consumption awareness and anti-consumption behavior are positively correlated be verified.This research paves the way for further research in the field of anti-consumption,can help individuals understand consumption behaviours better,provide reference for enterprises committed to environmental protection,and provide basis for the country to formulate corresponding production strategies.