资源类型对绿色消费的影响:时间还是金钱更有效?

The impact of resource type on green consumption:Is time or money more important?

时间与金钱是两种重要的资源类型,人们在绿色消费的过程中不可避免地会受到这两种资源对认知思维和决策行为的影响。然而,目前对于资源类型影响绿色消费行为的具体机制仍不明确。本研究将时间与金钱引发的认知差异引入绿色消费,一方面,基于解释水平理论与人类价值观,分析了时间资源如何促进绿色消费,以及金钱资源如何抑制绿色消费。另一方面,分别从个体、企业以及产品层面出发,结合实验法探究时间与金钱资源影响绿色消费的边界条件,并引入情绪响应水平、环保自我担当以及感知产品有效性作为中介变量,构建资源类型影响绿色消费的理论模型。研究结论将有助于发挥时间与金钱资源在促进绿色消费过程中的积极作用,同时也为企业利用资源线索引导绿色消费提供了新的思路。

Time and money are two important resource types.Individuals’green consumption behavior is inevitably affected by these two resources in cognitive thinking and decision-making.However,the underlying mechanism of how resource type affects green consumption is still unclear.The present study introduces time and money into the field of green consumption.On the one hand,based on construal level theory and human value,it reveals how time resources promote green consumption and how money resources decrease green consumption.On the other hand,from the perspective of individuals,enterprises,and products,it combines experiments to explore the boundary conditions of time and money affecting green consumption.It further introduces emotional response level,environmental self-responsibility,and product effectiveness perception as mediating factors to build a theoretical framework of the impact of resource type on green consumption.These studies not only explore the positive role of time and money resources in promoting green consumption,but also provide new ideas for companies to use resource type to guide green consumption.