垃圾分类回收努力对绿色购买意愿的影响

Impact of Waste Separation and Recycling Efforts on Green Purchase Intentions

垃圾分类回收是当前我国构建生态文明社会、推进可持续经济发展的重要举措。基于社会认知理论和温情理论,从认知和情感双视角构建垃圾分类回收努力影响绿色产品购买意愿的机制模型,通过调查526名消费者对二者的溢出关系进行实证检验。研究结果表明:(1)垃圾分类回收努力正向影响消费者的绿色购买意愿,即消费者努力参与垃圾分类回收能显著提升未来购买绿色产品的意愿;(2)感知消费者有效性和温情感发挥着中介作用,与感知消费者有效性相比,温情感的中介作用更强。

Waste separation and recycling is an effective measure to reduce solid waste pollution and promote sustainable economic development.Previous studies have focused on the influencing factors of residents'willingness to participate in waste separation and recycling.However,few studies have examined the spillover effects of participating in waste separation and recycling on green purchase behaviors.In this research,we construct a comprehensive spillover mechanism of waste separation and recycling efforts on green purchase intention and examine the effects empirically based on 526 samples in China.The results show that:(1)recycling efforts of waste separation and recycling have a positive effect on green purchase intention,which suggests that engaging in waste separation and recycling lead individuals to purchase green product in the future;(2)perceived consumer effectiveness and warm-glow play the critical mediating roles in the relationship between recycling efforts of separation and recycling waste and green purchase intention.Compared with perceived consumer effectiveness,the mediating effect of a warm-glow is stronger.