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- 2016
生活方式绿色化的转化机理研究 ――以绿色消费为视角
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Abstract:
基于消费者创新理论和计划行为理论，研究了生活方式绿色化过程中生活方式各维度对绿色消费意向的影响机制。研究发现：生活方式的领导意识与发展意识会促进消费者产生消费者创新性和对绿色产品的消费意向，而时尚意识和价格意识则不利于消费者创新性和绿色消费意向的形成；消费者创新性和环境态度都能够正向影响消费者的绿色消费意向；消费者创新性在生活方式的领导意识和发展意识维度对绿色消费意向的关系中起部分中介作用；环境态度在消费者创新性和绿色消费意向间起部分中介作用。
This study aims to analyze the influence mechanism of different dimensions of lifestyle on the green consumption intention in consumers′ transformation of green lifestyle based on the consumer innovativeness theory and the theory of planned behavior(TPB). Results show that leadership consciousness and development consciousness will enhance consumer innovativeness and promote green consumption intention while fashion consciousness and price consciousness are counterproductive to them. Moreover, green consumption intention will be positively affected by consumer innovativeness and environmental attitude of the consumer. The relations between green consumption intention and consumers′leadership consciousness and development consciousness are partly mediated by consumer innovativeness. Meanwhile, environmental attitude of the consumer is a partial mediator between consumer innovativeness and green consumption intention
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