摘要
社会和经济的迅速发展,为人类带来了更为丰富的物质生活,同时也伴随着愈发严重的环境污染问题。绿色消费逐渐成为人们青睐的生活方式,也成为营销学的重要研究方向,但很少有文献从道德领域切入并研究其对绿色消费行为的影响。基于道德补偿理论,通过三个实验证明道德失调对消费者绿色产品偏好的影响。结果表明:道德失调情境能够显著提高消费者对绿色产品的偏好,其中内疚感发挥中介作用,道德推脱对中介关系具有调节作用。对于低道德推脱的被试,道德失调所引发的内疚感在对绿色产品偏好的影响中发挥中介作用;而高道德推脱的被试面临道德失调时内疚感的中介作用会消失。本文将道德心理学与绿色消费的研究进行结合,对如何增加绿色产品的消费具有指导价值。
Rapid development of society and economy has brought abundant material life to mankind,but at the same time more serious problems of environmental pollution.Green consumption has become a gradually favored way of life and an important research direction of marketing,but there are few literatures that cut into the field of ethics and study its impact on green consumption behavior.Based on the theory of moral compensation,this paper proves,with three experimental results,that consumer preferences for green products can be significantly increased in the context of moral dissonance,in which guilt plays an intermediary role,and moral disengagement a moderating role in the intermediary relationship.For subjects with low moral disengagement,the guilt caused by moral disharmony plays a mediating role in the impact of green product preference;while for subjects with high moral disengagement,the mediating role of guilt would disappear when faced with moral dissonance.This paper further combines the research of moral psychology and green consumption,providing guidance for how to increase the consumption of green products.
作者
刘志超
陈依颖
LIU Zhichao;CHEN Yiying
出处
《南京工业大学学报（社会科学版）》
CSSCI
2021年第1期77-86,112,共11页
Journal of Nanjing Tech University：Social Science Edition
基金
中央高校基本科研业务费自然科学类项目“有一种快乐叫忙碌:消费者主观忙碌效应及忙碌消费选择研究”(D2191840)
国家自然科学基金青年项目“正宗品牌的消费者感知、影响因素及其市场认同:基于合理性视角”(71502067)。
