社会规范对消费者绿色消费行为的影响机制研究

The Social Norms’Influence on Green Consuming Behaviors of Consumers

随着我国“3060”双碳战略的稳步推进,深度破解大众绿色消费认知和行为障碍成为实现双碳目标的核心问题。文章利用规范焦点理论和社会互动理论,以消费者的绿色消费意愿影响因素为研究对象,设计社会规范和消费者绿色消费行为关系的测量量表,探讨社会规范对绿色消费的作用机制,深入探究环保利益冲突感知和绿色责任认知的中间效应,并分析信息丰富度的的调节作用。文章利用SPSS/AMOS等数据分析软件进行层次回归分析法,对221份有效样本数据进行实证检验,得出研究结论:(1)社会规范对绿色消费行为具有显著正向影响;根据规范对行为作用方式的差异,将社会规范分为描述性规范和指令性规范两个维度,描述性规范和指令性规范均显著影响绿色消费行为;其中描述性规范正向促进绿色消费行为,指令性规范正向促进绿色消费行为。(2)社会规范通过影响环保利益冲突感知正向影响消费者行为,即环保利益冲突感知在社会规范和绿色消费行为关系中发挥中介效应。(3)社会规范通过影响绿色责任感知正向影响消费者行为,即绿色责任认知在社会规范和绿色消费行为关系中发挥中介效应。(4)信息丰富度正向调节社会规范与环保利益冲突感知两者关系、正向调节社会规范和绿色责任感知的关系,即企业向消费者传递的绿色产品信息越多,在外部社会规范的作用下,消费者的环保利益冲突感知越强烈、绿色责任认知越高,最终影响其绿色消费行为。因此,需要正视绿色社会规范导向作用,企业需要向消费者展现绿色产品信息,增强消费者的环保利益冲突感知,促进消费者绿色责任认知的提高,并最终促进绿色消费的践行。

With the steady advancement of China's"3060"carbon peaking and carbon neutrality(dual-carbon)strategy,deep cracking of public green consumption cognitive and behavioral barriers has become the core issue to achieve the dual-carbon goal.This paper uses normative focus theory and social interaction theory,takes the influencing factors of consumers'green consumption intention as the research object,designs a measurement scale of the relationship between social norms and consumers'green consumption behaviors,discusses the mechanism of social norms on green consumption,deeply explores the intermediate effects of environmental interest conflict perception and green responsibility cognition,and analyzes the moderating effect of information richness.Using SPSS/AMOS and other data analysis software,the hierarchical regression analysis method is used to empirically test 221 valid sample data,and the research conclusions are drawn:1)Social norms have a significant positive impact on green consumption behaviors.According to the difference of the action mode of norms on behaviors,social norms are divided into two dimensions:descriptive norms and prescriptive norms,both of which significantly affect green consumption behaviors.Among them,descriptive norms positively promote green consumption behaviors,and prescriptive norms positively promote green consumption behaviors.2)Social norms positively affect consumer behaviors by influencing the perception of environmental interest conflict,that is,the perception of environmental interest conflict plays a mediating effect in the relationship between social norms and green consumption behaviors.3)Social norms positively affect consumer behaviors by influencing the perception of green responsibility,that is,the perception of green responsibility plays an intermediary effect in the relationship between social norms and green consumption behaviors.4)Information richness positively regulates the relationship between social norms and the perception of environmental protection interest conflict,and the relationship between social norms and the perception of green responsibility.In other words,the more information about green products transmitted by enterprises to consumers,the stronger the perception of environmental conflict of interest and the higher the cognition of green responsibility of consumers under the influence of external social norms,and ultimately affect their green consumption behaviors.Therefore,it is necessary to face up to the guiding role of green social norms,and enterprises need to present green product information to consumers,enhance consumers'perception of environmental conflict of interest,promote consumers'awareness of green responsibility,and ultimately promote the practice of green consumption.On this basis,this paper puts forward the corresponding management enlightenment and theoretical contributions.