产品绿色属性信息对消费者决策的双刃剑效应:形成机理与边界机制

The double-edged sword effect of product green attributes information on consumer decision making:The formation mechanism and boundary mechanism

在消费者行为学领域,以往有关绿色消费的研究多聚焦于促进和阻碍消费决策的客观因素和社会心理因素,并分析绿色营销策略在消费者心理或行为层面的积极效应,却很少对产品绿色属性信息的负面结果效应进行探讨。本研究以企业绿色产品策略为研究切入点,在划分绿色属性信息内容维度的基础上,探讨产品绿色属性信息对消费者决策行为的双刃剑效应。首先,基于风险−收益、认知平衡和积极情感多个研究视角,构建起产品绿色属性信息影响消费者行为决策的多层次整合模型;其次,从个体心理表征因素和外部情境因素出发探讨减弱负面效应的边界机制。

In the realm of consumer behavior,previous research on green consumption has mainly focused on objective and psychosocial factors that facilitate or impede consumption decisions.Although the positive effects of green marketing strategies on consumer psychology and behavior have been analyzed,the negative outcomes of product green attribute information have received less attention.This study centers on corporate green product strategies and investigates the double-edged sword effect of green attribute information on consumer decision-making behavior by categorizing the content dimensions of green attributes information.Firstly,a multi-level integrated model is constructed based on the perspectives of risk-benefit,cognitive balance,and positive emotion.Additionally,the mechanisms that attenuate negative effects are explored from both individual psychological representation factors and external contextual factors.