消费者绿色认知对绿色购买行为的影响研究——基于绿色自我效能感的中介作用
Research on the Influence of Consumers’ Green Cognition on Green Purchasing Behavior—Based on the Mediating Role of Green Self-Efficacy

本文采用问卷调查法，通过对所收集的数据进行分析，深入探讨消费者的绿色认知如何作用于其实际的绿色购买行为，并对绿色自我效能感的中介效应进行分析。研究发现，消费者绿色认知的三个构成要素——环境资源感知、资源环境知识以及绿色责任认知，均对绿色购买行为产生显著正向影响。同时，研究证实绿色自我效能感在上述影响路径中发挥部分中介效应。这不仅为绿色消费研究提供了新的理论视角，而且为政府、企业充分运用新兴互联网平台制定绿色消费策略，发挥消费者在环境保护中的主体作用提供了实证支持。
This paper uses the questionnaire survey method to analyze the collected data, deeply explores how consumers’ green perception affects their actual green purchasing behavior, and focuses on the mediating effect of green self-efficacy. The results show that the three components of consumers’ green cognition, namely environmental resource perception, resource and environmental knowledge, and green responsibility cognition, have a significant positive impact on green purchasing behavior. At the same time, the study confirmed that green self-efficacy played a partial mediating effect in the above influencing pathways. This not only provides a new theoretical perspective for the research on green consumption, but also provides empirical support for the government and enterprises to make full use of emerging Internet platforms to formulate green consumption strategies and give full play to the main role of consumers in environmental protection.