绿色消费的“助推器”:生态标签效应

A“Booster”of Green Consumption:The Eco-label Effect

生态标签效应是人们对具有生态标签的产品或服务的感知评价更积极,支付意愿及行为水平更高,并在使用中相关表现更好的心理现象。鉴于当前研究繁杂却领域分散缺少交叉,实证研究结果不统一,本文通过对生态标签效应的含义、表现、机制、权变因素、困境进行系统地综述与梳理,归纳出一个更加整合的研究框架。这对于跨领域研究的开展、研究困境的突破,以及国内绿色消费领域实证研究的推进均具有重要意义。

The eco-label effect refers to a psychological phenomenon that people have more positive perception and evaluation,higher willingness to pay and behavior level,and better using performance of products or services with eco-labels. Given the complexity of current research but without crossover in scattered fields,and the inconsistency of empirical research results,we systematically review the definition,manifestation, mechanism, contingency factors and dilemma of the eco-label effect,and summarize a more integrated research framework. This study can be of significance for the conduction of interdisciplinary research,the breakthrough of dilemma and the development of empirical research in the field of China’s green consumption.