摘要
国外有观点认为当前的绿色教育是失败的,绿色教育并不会使消费者产生强烈的绿色消费意愿。以中国消费者为研究对象,通过实证分析,研究发现绿色教育能够显著提升消费者的绿色消费意愿。从作用机制上看,在绿色教育和绿色消费意愿关系中,消费者绿色素养和绿色消费态度不仅分别产生中介作用,而且通过绿色素养提升绿色消费态度产生链式中介作用。多重中介效应表明,相比绿色素养,绿色消费态度的中介作用更强。比较正式绿色教育和非正式绿色教育,非正式绿色教育对消费者绿色消费意愿的影响更大。总体看,在中国,绿色教育在促进消费者绿色消费意愿方面是卓有成效的。
There is a view abroad that the current green education is a failure and that green education does not lead to strong green consumption intentions.Taking Chinese consumers as the research objects,through empirical analysis,this paper found that green education can significantly improve consumers’green consumption intentions.Consumers’green literacy and green consumption attitudes not only play a mediating role respectively on the relationship between green education and green consumption intention,but also exhibit a sequential mediating effect.Compared with green literacy,the mediating effect of green consumption attitude is stronger through multiple mediation analysis.Compared with formal green education,the informal green education has a greater impact on consumers’green consumption intentions.Generally speaking,green education is very effective in promoting consumers’green consumption intentions in China.
作者
张懿玮
徐爱萍
Yiwei Zhang;Aiping Xu(Institute of Urban Science,Shanghai Jiaotong University,Shanghai 200240;Management School,Shanghai Sanda University,Shanghai 201209;School of Economics and Management,Shanghai Polytechnic University,Shanghai 201209)
出处
《教育与经济》
CSSCI
北大核心
2022年第5期11-20,57,共11页
Education & Economy
基金
上海市哲学社会科学规划一般课题“上海建设全球卓越服务型城市的路径研究”(项目编号:2018bck001)。
关键词
绿色教育
绿色消费意愿
绿色素养
绿色消费态度
green education
green consumption intention
green literacy
green consumption attitude
