摘要
深入探索情感与行为的相互关系及其内在规律是绿色购买乃至整个消费者行为研究领域的一项前瞻性、基础性研究课题。从情感行为模型和双因素模型的双重视角切入,提出绿色购买的情感-行为双因素模型假设。以白色家电购买为例,基于950名杭州市消费者的调研数据,使用SPSS、AMOS和Smart PLS软件,综合运用CB-SEM和PLS-SEM探索绿色购买情感对绿色购买行为的影响效应及其作用机理。研究结果表明,情感-行为双因素模型在绿色购买领域确实成立。具体而言,绿色购买情感和绿色购买行为均呈现显著的二维特征,即绿色购买情感具有积极情感和消极情感两个维度,绿色购买行为具有购买绿色产品(即有所为)和抵制非绿色产品(即有所不为)两个维度;相对于认知,情感对行为存在更重要、更显著的影响(即晓之以理不如动之以情);积极情感对绿色购买行为的影响效应大于消极情感;绿色购买情感(包括积极情感和消极情感)对购买绿色产品的影响效应大于其对抵制非绿色产品的影响效应;学历和收入对情感-行为双因素模型存在调节效应。研究结论为企业或相关机构制定绿色营销策略、提升绿色传播效果提供了科学的决策依据。
As Chinese economy is entering＂new normal＂ of moderate growth, government and the public pay more and more at-tention on ecological environment issues and social sustainable development.However, there are still many Chinese consumers who suppose that environmental protection is the responsibility of government and they don′t want to make much effort for a better ecological environment.This is not good for the sustainable development of green consumption market.Generally speaking, there＆nbsp;are two approaches to activate and promote green purchase behavior：recognition and affection.Besides, Chinese culture is more affective （ not functional） than western culture.Thus, it′s a prospective and fundamental research subject to explore the relation-ship and inherent laws between affection and behavior in the research of Chinese consumers′green purchase. According to dual perspectives of the affection-behavior model and the two-factor model, this paper developed the two-factor mod-el of affection-behavior.Based on the research data of 950 consumers in Hangzhou, the impact of green purchase affection on green purchase behavior with regard to the consumption of white household appliances and the relevant mechanism were studied in depth.Furthermore, the moderating effects of socio-demographics on the affection-behavior model were tested.This research made the quantitative study through comprehensive application of factor analysis, covariance-based structural equation model and variance-based structural equation by using three kinds of statistical analysis softwares which are SPSS, AMOS and Smart PLS. The research results found that two-factor model of affection-behavior works well in green purchase.To be specific：①Both green purchase affection and green purchase behavior have significant two dimensional features.That is, green purchase affection can be subdivided into two parts which are positive affection and negative affection while green purchase behavior is constituted by the behavior of buying gr
出处
《管理科学》
CSSCI
北大核心
2015年第6期80-94,共15页
Journal of Management Science
基金
国家自然科学基金(71203192)
浙江省自然科学基金(Y15G030053)
浙江省社会科学规划项目(13NDJC057YB)~~
