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新冠肺炎疫情下消费者绿色产品购买意愿的形成机理——基于事件系统理论
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Abstract:
新冠肺炎疫情这一突发公共卫生事件对人们的生产和生活都造成了很大的影响，探讨该类型事件对人们心理和绿色消费行为产生的影响具有重要意义。文章基于事件系统理论，在中国文化背景下，通过问卷调查并采用结构方程模型，从事件新颖性、事件颠覆性以及事件关键性等三个维度，探究新冠肺炎事件强度的认知对消费者绿色产品购买意愿的影响机理。结果表明：1) 事件颠覆性对死亡焦虑具有正向影响作用；2) 事件关键性对环境态度具有正向影响作用；3) 死亡焦虑对环境态度具有正向的影响作用；4) 环境态度会积极影响消费者的绿色产品购买意愿；5) 环境态度在死亡焦虑对绿色产品购买意愿的影响过程中起部分中介作用。基于此，对后疫情时代的绿色消费行为提供了实践指导意义，有助于绿色消费行为的构建。
COVID-19, a public health emergency, has a significant impact on people’s production and life. It is of great significance to explore the effect of this kind of event on people’s psychology and green consumption behavior. Based on the event system theory and in the context of Chinese culture, through a questionnaire survey and structural equation model, this paper explores the influence mechanism of COVID-19’s perception of event intensity on consumers’ purchase intention of green products from three dimensions of event novelty, event disruption, and event criticality. The results show that: 1) Event disruption has a positive effect on death anxiety; 2) Event criticality has a positive effect on environmental attitudes; 3) Death anxiety has a positive effect on environmental attitudes; 4) Environmental attitude positively affects consumers’ willingness to buy green products; 5) Environmental attitude plays a partial intermediary role in the influence of death anxiety on the purchase intention of green products. Based on this, it provides practical guidance for the green consumption behavior in the post-epidemic era and contributes to the construction of green consumption behavior.
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