“利益至上”还是“环保先行”?——金钱与时间资源对绿色消费的影响

“Benefit First”or“Environment Priority”?The Impact of Money and Time Resources on Green Consumption

随着“碳达峰”和“碳中和”目标的提出,绿色消费理念越来越深入人心。如何提升消费者的绿色产品购买意愿也引发了研究人员的关注。在此背景下,本研究从资源概念启动的视角,探讨了金钱与时间资源对绿色消费行为的影响。结果发现:当绿色产品宣传突出他人和环境的福利提升时,启动个体的时间(vs.金钱)资源概念更有利于提升消费者的绿色产品购买意愿;当绿色产品宣传强调更有利于消费者自身及家人的信息时,启动个体的金钱(vs.时间)资源概念能够更有效地促进绿色消费。此外,本研究从积极情绪和自我建构水平的视角分别验证了资源概念启动与受益主体影响绿色消费的中介机制和边界条件。

With the proposal of“carbon peak”and“carbon neutrality”goals,the concept of green consumption is becoming increasingly popular.How to enhance consumers’purchase intention of green products has also attracted the attention of researchers.In this context,this paper explores the impact of money and time resources on green consumption behavior from the perspective of resource concept activation.The results show that when green product promotion highlights other-benefit,activating the concept of time resources can enhance consumers’purchase intention of green products;on the contrary,when green product promotion highlights self-benefit,activating the concept of money resources can enhance consumers’purchase intention of green products.In addition,this paper verifies the mediating mechanism and boundary conditions of the impact of resource concept activation and beneficiary on green consumption from the perspectives of positive emotions and self-construction.