绿色产品体验对消费者绿色购买意愿的影响研究

The Effect of Green Product Experience on Consumers'Green Purchasing Intention

以经典计划行为理论为依据,以中国、日本和韩国消费者为研究对象,运用结构方程模型探讨了绿色产品体验对消费者绿色购买意愿的影响,旨在考察不同国家消费者绿色购买意愿形成的内在机制及其异质性。研究结果显示:三国消费者的绿色产品体验正向影响其绿色购买意愿;绿色产品体验亦可通过态度、主观规范和感知行为控制间接影响消费者的绿色购买意愿。相较于主观规范和感知行为控制,绿色产品体验对态度的影响最为显著;相较于态度和感知行为控制,主观规范对绿色购买意愿的影响最为显著。

Based on the classical theory of planned behavior with consumers in China,Japan,and South Korea as the research objects,this study explores the effect of green product experience on green purchasing intention through structural equation model,aiming to investigate the internal mechanism of the formation of consumers'green purchase intention and the heterogeneity in different countries.The results show that consumers'green product experience in the three countries positively influences their green purchasing intentions.Green product experience also has an indirect influence on consumer green purchasing intention through attitude,subjective norm and perceived behavioral control.Compared with subjective norm and perceived behavioral control,the influence of green product experience on attitude is more significant.Compared with attitude and perceived behavior control,the influence of subjective norm on consumer green purchasing intention is the most significant.