绿色认知对消费者绿色购买行为的影响机理--以绿色涉入度为中介

Influence Mechanism of Green Cognition on Consumers’Green Purchasing Behavior--With Green Involvement as the Medium

为了探究消费者绿色购买行为的影响机理,将绿色认知分为系统认知、行动认知和效力认知三类,引入绿色涉入度,建立不同绿色认知类型对绿色购买行为作用机理的结构方程模型。研究结果表明,只有效力认知直接正向驱动绿色购买行为,系统认知和行动认知只能通过绿色涉入度间接影响绿色购买行为;绿色产品涉入度和绿色情感涉入度对消费者绿色购买行为的作用效果存在差异;行动认知对绿色产品涉入度和绿色情感涉入度均具有显著的正向作用,系统认知仅对绿色情感涉入度有正向影响,效力认知对两类涉入度均无作用。政府或媒体的宣传教育需根据不同认知类型的作用机理推动绿色购买行为的产生。

In order to explore the influence mechanism of consumers’green purchasing behavior,divide green cognition into three categories:system cognition,action cognition and effectiveness cognition.By introducing green involvement degree,the structural equation model of the effect mechanism of different green cognition types on green purchasing behavior was established.The results show that:Only effectiveness cognition directly and positively drives green buying behavior,while system cognition and action cognition indirectly affect green buying behavior through green involvement degree.There are differences in the effects of green product involvement and green emotion involvement on consumers’green purchasing behavior.Action cognition has a significant positive effect on green product involvement and green emotion involvement,system cognition only has a positive effect on green emotion involvement,and effectiveness cognition has no effect on the two types of involvement.The publicity and education of the government or the media should promote the generation of green buying behavior according to the mechanism of different cognitive types.