摘要
环境保护是可持续发展的重要议题,消费者对环境的关注增加了其绿色消费行为,但其偏好存在波动。在这样的背景下,本文基于计划行为理论和理性行为理论,探究环境关注视角下消费者绿色产品消费行为的影响因素、概念框架和预测机制。结果表明:环境关注正向预测消费者购买行为;态度、主观规范和感知行为控制在环境关注和消费者购买行为之间存在中介效应。最后,本文提出了相应的建议:政府应建立绿色消费指标体系,用以监测评估绿色消费状况;企业应将绿色营销作为其社会责任的一部分,并利用广告、网络效应等积极宣传绿色消费;在政府的支持下,搭建具有统一适用标准的数字化绿色低碳生活消费方式平台。
Environmental protection is an important issue of sustainable development. Consumers’ attention to the environment has increased their green consumption behavior, but their preferences fluctuate. In this context,based on the theory of planned behavior and rational behavior, this paper explores the influencing factors, conceptual framework and prediction mechanism of consumers’ consumption behavior of green products from the perspective of environmental concern. The results show that environmental concern positively predicts consumers’ purchase behavior. Attitude, subjective norms and perceived behavior control have mediating effects between environmental concern and consumer purchase behavior. Finally, this paper puts forward corresponding suggestions:the government should establish a green consumption index system to monitor and evaluate the status of green consumption;Enterprises should take green marketing as a part of their social responsibility, and actively promote green consumption by using advertising, network effect and so on;With the support of the government, build a digital green and low-carbon lifestyle platform with unified applicable standards.
出处
《价格理论与实践》
北大核心
2021年第9期197-200,共4页
Price:Theory & Practice
关键词
环境保护
绿色消费
计划行为理论
理性行为理论
Environmental focus
green consumption
planned behavior theory
rational behavior theory
