消费者为何言行不一：绿色消费行为阻碍因素探究
Why Consumer’s Word is not in Agreement with Their Deed: Study on Factors Impeding Green Consumption Behavior

绿色消费的推行效果取决于人们将积极的消费意向转化为实际的消费行为，但现实中这种转化率较低。运用扎根理论对焦点小组讨论和个人深度访谈获得的质性资料进行分析，探索阻碍消费者绿色消费行为的深层次因素。结果表明：消费者绿色心理意识局限、个体能力困境、感知风险、非绿色社会参照群体规范、产品属性缺陷和情境因素局限阻碍消费者的绿色消费行为；消费者绿色心理意识局限是内驱影响因素，个体能力困境、感知风险是内部情景变量；非绿色社会参照群体规范、产品属性缺陷和情境因素限制是外部情景变量，但各因素的作用方式不一样。最后构建了消费者绿色消费行为阻碍因素理论模型，并对相关因素做详细阐释。
The implementation of green consumption depends on consumer’s converting their positive consumption intention into actual behavior. But in reality, this conversion rate is low. Based on grounded theory method,this paper explores deep reasons hindering consumers’ green consumption behaviour through analyzing focus group discussions and individual depth interviews .The result shows that limitations of consumer’s green mental awareness, plight of individual ability, risk perception, non-green social reference group norms, product attributes defects and limitations of situational factors hinder consumer’s green consumption behavior. The limitations of consumer’green mental awareness is the flooding factor; plight of individual ability, perceived behavioral risk are the internal scenario variables; non-green social reference group norms, product attribute defects and situational factors are external situational variables, but the mode of action from each factor is not the same.This paper finally constructs a conceptual model impeding green consumption behavior of consumers and explains the relevant factors in details.