绿色消费行为对亲社会行为的双刃剑效应:基于道德自我认同和心理特权的中介机制

The Double-Edged Sword Effect of Green Consumption Behavior on Prosocial Behavior: Based on the Mediating Mechanism of Moral Self-Identity and Psychological Privilege

绿色消费是建设美丽中国,推进生态文明建设的重要举措,是推进绿色转型、经济高质量发展的重要支撑。近年来,绿色消费理念深入人心,低碳环保、绿色节能逐渐成了社会的主基调。绿色消费在经济和社会发展中的积极作用已经初见成效,然而,一些研究发现,绿色消费也可能存在负面影响,会诱发非理性行为甚至不道德行为。基于道德自我调节理论,构建并检验了绿色消费行为对亲社会行为可能存在双刃剑效应的路径模型。结果表明,高解释水平下,绿色消费行为通过道德自我认同对亲社会行为起积极促进作用;低解释水平下,绿色消费行为通过心理特权对亲社会行为起消极妨碍作用。针对绿色消费行为可能带来的正面和负面溢出效应,给出企业在进行绿色营销时的建议,以期规避消极效果,扩大积极效应。

Green consumption is an important initiative to build a beautiful China and promote the construction of ecological civilization,and is an important support for promoting green transformation and high-quality economic development.In recent years,the concept of green consumption has taken root in people's hearts,and low-carbon environmental protection and green energy saving have gradually become the main tone of society.The positive role of green consumption in economic and social development has begun to bear fruit,however,some studies have found that green consumption may also have negative impacts,inducing irrational behavior or even immoral behavior.Based on the theory of moral self-regulation,a path model of the possible double-edged sword effect of green consumption behavior on pro-social behavior is constructed and tested.The results show that green consumption behavior positively promotes prosocial behavior through moral self-identification at high levels of explanation;green consumption behavior negatively hinders prosocial behavior through psychological privilege at low levels of explanation.In view of the possible positive and negative spillover effects of green consumption behavior,suggestions are given for enterprises to carry out green marketing with a view to avoiding the negative effects and expanding the positive effects.