环境素养对消费者绿色消费行为的影响研究
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江南大学商学院

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X22

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国家自然科学基金项目(面上项目,重点项目,重大项目)


Research on the influence of environmental literacy on consumers"" green consumption behavior
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School of Business,Jiangnan University

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    摘要:

    文章基于苏、皖两省的839份实地调研数据,结合环境素养理论和行动阶段理论,将行为意向分为目标意向和执行意向两个阶段,运用结构方程模型分析了环境素养对消费者绿色消费行为的影响。实证结果表明:环境素养的四个维度,即环境价值观、环境责任感、环境问题感知和环境行为技能等,均通过绿色消费意向对绿色消费行为产生间接影响,符合行动阶段理论的影响机理。其中,环境价值观通过绿色消费执行意向对绿色消费行为产生显著的正向影响;环境责任感、环境行为技能通过绿色消费目标意向和绿色消费执行意向两个中介变量对绿色消费行为产生正向影响,并且绿色消费目标意向显著影响绿色消费执行意向;环境问题感知对绿色消费行为的影响则遵循“环境问题感知-绿色消费目标意向-绿色消费执行意向-绿色消费行为”的路径,且对绿色消费行为存在显著的负向影响。基于此,为进一步促进绿色消费行为,文章从政府、企业和消费者三个角度提出了相应的政策建议。

    Abstract:

    Based on 839 field survey data from Jiangsu Province and Anhui Province, combined with the theory of environmental literacy and the theory of action stage, this paper divides the behavioral intention into two stages: goal intention and execution intention, and analyzes the impact of environmental literacy on consumers' green consumption behavior by using structural equation model. The empirical results show that the four dimensions of environmental literacy, namely, environmental values, environmental responsibility, environmental problem perception and environmental behavior skills, all have an indirect impact on green consumption behavior through green consumption intention, which conforms to the impact mechanism of action stage theory. Among them, environmental values have a significant positive impact on green consumption behavior through green consumption execution intention; environmental responsibility and environmental behavior skills have a positive impact on green consumption behavior through green consumption goal intention and green consumption execution intention, and green consumption goal intention has a significant impact on green consumption execution intention; environmental problem perception has a positive impact on green consumption behavior The impact of green consumption behavior follows the path of "environmental awareness - green consumption goal intention - green consumption execution intention - green consumption behavior", and has a significant negative impact on green consumption behavior. Based on this, in order to further promote green consumption behavior, this paper puts forward corresponding policy recommendations from the government ,enterprises and consumers.

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  • 收稿日期:2020-02-18
  • 最后修改日期:2020-05-13
  • 录用日期:2020-05-17
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