如何打通绿色购买决策的“最后一公里”——绿色购买意向-行为转化机制分析

How to bridge the"last mile"of green purchasing decisions?-Analysis of green purchase intentions-behavior transformation mechanism

绿色购买是绿色消费中的重要环节,然而消费者“想而不买”可能会制约绿色消费市场的发展。目前,绿色购买行为转化的内在机理探索尚处在起步阶段,鲜有将外部购物情境与消费者内在特质结合考量的绿色购买决策研究。本研究从消费者购买绿色标签产品的临场决策情境出发,以计划行为理论和行动阶段理论为理论基础,结合节约认知努力的观点视角,探究绿色购买意向-行为之间的转化机制。研究结果表明:绿色购买意向对绿色购买行为有显著的直接影响;感知行为控制、绿色购买执行意向在绿色购买意向和行为之间具有双重、链式中介作用;节约认知努力对“绿色购买意向-感知行为控制-绿色购买执行意向-绿色购买行为”链式中介作用具有负向调节作用。相关结论拓展了计划行为理论中绿色购买的意向-行为转化机制,为绿色营销的管理实践提供了建议。

Green purchasing is an important part of green consumption.However,the phenomenon that consumers have the eager to buy yet don't take the action may restrict the development of the green consumer market.At present,the exploration of the internal mechanism of the transformation of green purchasing behavior is still in its infancy,and there are few green purchasing decision studies that combine the external shopping context with the intrinsic characteristics of consumers.This study starts from the on-the-spot decision-making situation of consumers purchasing green label products,and uses the theory of planned behavior and implementation intention theory as the theoretical basis.This study combined with the perspective of saving cognitive effort,to explore the conversion mechanism between green purchase intention and actual green purchase behavior.The research results show that:green purchase intention has a significant direct impact on green purchase behavior;Perceived behavioral control and green purchase implementation intention have double and chain mediation effects between green purchase intention and behavior and reduced cognitive effort has a negative moderating effect on the chain mediation effect of"green purchase intention-perceived behavioral control-green purchase implementation intention-green purchase behavior".Relevant conclusions expand the intention-behavior transformation mechanism of green purchasing in the theory of planned behavior,and provide suggestions for the management practice of green marketing.