体育赛事消费者亲环境行为形成机理与干预路径研究

Formation Mechanism and Intervention Strategy of Pro-environment Behavior of Sports Event Consumers

体育赛事具有巨大和独特的能量,能引导消费者形成绿色生活方式,实现新的可持续发展目标。基于亲环境研究,提出赛事消费者亲环境行为的内涵与分类,运用规范理论揭示赛事消费者亲环境行为内在机理,从赛事组织视角探讨阻碍消费者亲环境行为形成的影响因素,从加强赛事亲环境宣传指引、丰富亲环境教育形式、引导亲环境社会舆论、完善亲环境奖惩政策、建立亲环境志愿服务机制和强化亲环境运营指南等方面提出干预对策,促进消费者在赛事中形成节约适度、绿色低碳的行为习惯和消费模式,以期引领全社会形成绿色消费文化和生活方式。

Sports events have huge and unique power,which can guide consumers to form a green lifestyle,and achieve new sustainable development goals.Based on the pro-environment research,this paper put forward the connotation and classification of pro-environment behavior of competition consumers,revealed the internal mechanism of pro-environment behavior of competition consumers by using normative theory,and then discussed the influencing factors that hinder the formation of pro-environment behavior of consumers from the perspective of competition organization.Finally,this paper proposed to strengthen the pro-environment publicity guidance,enrich the pro-environment education forms,and promote the development of pro-environment behavior.We should guide Pro-environment public opinion,improve pro-environment reward and punishment policy,establish pro-environment voluntary service mechanism and strengthen pro-environment operation guide,so as to promote consumers to form appropriate,green and low-carbon behavior habits and consumption patterns,promoting the formation of green consumption culture and lifestyle in the whole society.