中国消费者绿色购买意愿形成的理论依据与实证检验——基于生态价值观、个人感知相关性的TPB拓展模型

Theoretical Basis and Empirical Test of the Formation of Chinese Consumers'Green Purchasing Intention

"绿水青山就是金山银山。"在加快生态文明建设、共创美丽中国的新时代背景下,促进我国消费者购买行为绿色化的转变尤为重要。而培育消费者生态价值观,启动消费者个人感知相关性,对我国消费者积极践行绿色消费行为具有重要意义。基于此,在计划行为理论的基础上,加入生态价值观与个人感知相关性两个前因变量,对计划行为理论模型进行拓展研究,深入探讨消费者绿色购买意愿的影响机制。实证结果表明,生态价值观对于消费者绿色购买意愿的正向影响是通过态度与主观规范两条路径实现的。个人感知相关性对于消费者绿色购买意愿既存在直接影响也存在间接影响,其间接影响是通过态度、主观规范与感知行为控制的传导效应实现的。

Lucid water and lush mountains are invaluable assets. In the background of creating beautiful China and accelerating the construction of ecological civilization,to promote Chinese consumers’green purchasing behavior is extremely important. It is also of great significance to foster consumers’ecological value and to enlighten consumers’relevant perception to promote consumers’green purchasing behavior. Based on the two antecedents mentioned above,this study makes a profound discussion on the influence mechanism of consumers’green purchasing intention. The empirical results show that the influence of ecological value on consumers’green purchasing intention is achieved through attitude and subjective norm. Personal perception of relevance has both direct and indirect influence on consumers’green purchasing intention,while its indirect influence is realized through the mediating effect of attitude,subjective norms and behavior control.