亲环境购买行为溢出效应与内在机制研究——基于个人价值观、态度及认知的影响分析

Spillover effect and internal mechanism of pro-environment purchasing behavior:Based on the analysis of the influence of personal values,attitudes and cognitive

在多重环境治理和环境保护模式下,促进公众采取亲环境行为是有效提高当前环境治理效率的方式。基于溢出效应理论,以苏皖两省839份消费者样本数据为例,利用倾向得分匹配(PSM)实证探究消费者亲环境购买行为对其他亲环境行为的溢出效应,运用Ologit和CMA模型进一步挖掘内在机制。研究发现:权威从众价值观、环境态度和亲环境购买认知显著影响消费者的亲环境购买行为;亲环境购买行为对社会环保主义和环保媒介使用行为存在正向溢出效应,但对物品回收行为没有显著的行为溢出;进一步的内在机理分析得出,环境自我认同在亲环境购买行为正向溢出效应中发挥中介作用。

Under multiple modes of environmental governance and protection,promoting the public to adopt pro-environment behavior is an effective way to improve the efficiency of current environmental governance.Based on the spillover effect theory,this paper taking 839 consumer samples from Jiangsu and Anhui provinces as examples to explore the spillover effect of consumers'pro-environment purchasing behaviors on other pro-environment behaviors by using Propensity Score Matching(PSM).Then,the Ologit and CMA models was used to further explore the internal mechanism.The results show that authoritative conformity values,environmental attitudes and pro-environment purchasing cognition significantly affect consumers'pro-environment purchasing behavior.Pro-environment purchasing behavior has a positive spillover effect on social environmentalism and environmental media use behavior,but there is no significant spillover effect on item recycling behavior.Further internal mechanism analysis shows that environmental self-identity plays a mediating role in the positive spillover effect of pro-environment purchasing behavior.