反向代际传递对绿色消费的影响研究

Research on the Impact of Reverse Intergenerational Transmission on Green Consumption

推动消费理念和行为绿色化是实现企业绿色发展的重要环节。基于社会认知理论,以中老年群体为样本,收集有效问卷355份,探索反向代际传递对绿色消费意愿的影响机制。结果表明,反向代际传递正向促进消费者绿色消费意愿,即消费推荐、消费沟通与消费创新正向影响上代绿色消费意愿;主观规范在反向代际传递与绿色消费意愿间具有部分中介作用;家庭亲密度正向调节主观规范的中介作用,表现为被调节的中介,即家庭亲密度越高,反向代际传递通过主观规范对绿色消费意愿的促进作用越强。

Promoting green consumption concepts and behaviors is an important part of achieving green development of enterprises.Based on the social cognitive theory,355 valid questionnaires were collected from the middle-aged and elderly groups to explore the impact mechanism of reverse intergenerational transmission on green consumption intention.The results show that reverse intergenerational transmission positively promotes consumers′green consumption intention,that is,consumption recommendations,consumer communication and consumer innovation positively affect the previous generation′s green consumption intention;subjective norms partially mediate the relationship between reverse intergenerational transmission and green consumption intention.Family intimacy positively regulates the mediating effect of subjective norms,showing as a moderated mediator,that is,the higher the family intimacy,the stronger the promotion effect of reverse intergenerational transmission on green consumption intention through subjective norms.