森林生态旅游中游客绿色购买行为意愿的形成机制研究

The Formation Mechanism of Tourists′Green Purchase Intention in Forest Ecotourism

基于计划行为理论(TPB)和价值-信念-规范理论(VBN),构建了游客森林生态旅游中绿色购买行为的研究分析框架,并结合武夷山自然保护区的游客问卷数据,运用结构方程模型探讨了影响游客绿色购买行为意愿的影响因素。结果表明:道德规范、主观规范与行为态度对游客绿色购买行为意愿有直接影响;利他价值主义价值观、结果意识、责任归因与道德规范呈链式因果关系;结果意识对感知行为控制与行为态度具有显著影响。据此,提出了应强化游客绿色购买认知,完善旅游产品与服务市场的奖惩机制以及发挥政府政策指引作用等政策建议。

⑴Background——The rapid development of forest ecotourism has also brought environmental pollution and ecological damage.In order to better respond to the“Two Mountains”theory and implement the ecological civilization construction strategy,and promote the sustainable development of forest ecotourism industry,it is crucial to clarify and guide tourists'green purchasing behavior.Studying the formation mechanism of tourists'green purchase intention is helpful to the sustainable development of forest ecotourism.⑵Methods——The research hypotheses were proposed based on the theory of planned behavior(TPB),value-belief-norm theory(VBN)and their integrated framework.The research data came from the questionnaire survey of the tourists in Wuyishan National Park in Fujian Province in October 2023,and a total of 407 valid questionnaires were obtained.Then,a structural equation model was constructed to analyze the formation mechanism of tourists'green purchase intention.⑶Results——First,the theoretical model of the formation mechanism of green purchase intention constructed in this paper has strong explanatory power and predictive power for tourists'green purchase intention.The integration framework of TPB and VBN is effective in explaining and predicting the influencing factors and formation mechanism of tourists'green purchase intention.Second,in the hypothetical path designed according to TPB,the research results show that the green purchasing behavior attitude and subjective norms have a positive impact on tourists'green purchase intention,while the perceived behavior control has no significant impact on tourists'green purchase intention.In the hypothetical path designed according to the VBN theory,the research results show that altruism values have a significant positive impact on the awareness of consequence,the awareness of consequence has a significant positive impact on the attribution of responsibility,the attribution of responsibility has a significant positive impact on the moral norms,and the moral norms has a positive impact on the tourists'green purchase intention.This indicates that the formation of tourists'green purchase intention is influenced by the chain causal mechanism of the VBN theory.In the hypothetical path designed according to the TPB-VBN integrated framework,the research results show that the awareness of consequence has a positive impact on the perceived behavior control and green purchasing behavior attitude,and the subjective norms have a positive impact on the moral norms,which indicates that the interaction of TPB and VBN theory can further explain the formation mechanism of tourists'green purchase intention.Third,there is no significant difference in the green purchase intention of the tourists of different genders and ages,but there is a significant difference between the tourists with different education levels,and with the increase of education level,the green purchase intention of the tourists increases significantly.⑷Conclusions and Discussions——In order to improve tourists'green purchase intention,the following policy suggestions are put forward:First,strengthen publicity and education,enrich publicity content and broaden publicity channels,so as to enhance tourists'ecological awareness and moral responsibility in purchasing green tourism products and services,and enhance their altruistic values.Second,improve the tourism market,explore the green,low-carbon and high-quality development of forest ecotourism,and enhance the green purchasing power of tourists.Enrich the product and service categories and improve the availability of green tourism products and services.Enterprises are encouraged to design and produce green tourism products to convey the concept of sustainable development of forest ecotourism.Third,create a good social atmosphere to form a collective and social green purchasing power,and enhance the sense of responsibility and model of tourists.Use a variety of means comprehensively to strengthen the social norms on the tourists'individual behavior constraints and guidance.Shape the collective and social forces of green purchasing behavior through publicity and education,institutional norms and public welfare activities.