预期道德失调对消费者绿色购买意愿影响

The Effect of AntiCipated Moral Dissonance on Consumers’Green Purchase Intention

以个人的不道德行为作为切入点,基于认知失调理论和道德补偿理论,通过问卷调查法,实证分析个体在预期自己将要实施不道德行为时,道德失调对绿色消费意愿的作用机制,并加入感恩特质作为调节变量。研究结果表明:预期道德失调会通过引发个体的内疚感,从而提高绿色消费意愿;这一过程作用到个体为感恩特质的正向调节。本研究不仅丰富了道德失调理论,而且为企业开展绿色营销提供管理启示。

Based on cognitive dissonance theory and moral compensation theory,this study empirically explores the mechanism of moral dissonance on green consumption intention when an individual expects to commit an immoral behavior(but does not commit the behavior),and adds gratitude trait as a moderating variable.The results show that the expected moral disorder will increase the willingness to spend green by triggering individual feelings of guilt.This process of action leads to the positive regulation of individual gratitude traits.This study not only enriches the theory of moral disorders,but also provides management enlightenment for enterprises to carry out green marketing.