摘要
以知—信—行模型为基础并进一步拓展,考察绿色认知和绿色情感对资源节约型及环境友好型绿色消费行为的影响机理,并检验物质主义、与自然的联结感的调节作用。研究发现,绿色认知与绿色情感正向影响绿色消费行为,且绿色情感的影响远高于绿色认知;绿色情感在绿色认知对绿色消费的影响中起部分中介作用,使得认知对行为的间接效应大于直接效应;资源环境知识、资源环境问题感知显著影响资源节约型行为,绿色责任认知显著影响环境友好型行为,绿色情感各维度对两种行为均存在显著影响;物质主义负向调节绿色认知—资源节约型行为,与自然的联结感显著正向影响环境友好型行为。此外,基于人口统计特征的多群组分析结果显示,女性、青年消费者的绿色认知对绿色消费行为的影响更显著,而男性、年长者的绿色情感影响更显著;高教育程度、高收入者的绿色认知及情感影响均显著;不同职业者的绿色认知及绿色情感的影响效应各有千秋。
This Paper is considered the impact of green cognition,green emotion on resource saving and environmentally friendly consumption behavior and examined the moderating effects of materialism and connection with nature. The results show that: green cognition and emotion significantly affect green consumption behavior,the impact of emotion is higher than that of cognition; green emotion plays a partial mediating role in the influence of green cognition on green consumption,which makes the indirect effect of cognition on behavior greater than the direct effect; environmental knowledge,environmental problem cognition significantly affect the resources saving behavior; and green responsibility cognition significantly affect the environmental-friendly behavior. Green emotion had significant impact on resource saving behavior and environmental-friendly behavior; materialism negatively mediate green cognition-resource saving behavior,and connection with nature significantly and positively influences environmental-friendly behavior. The demographic characteristics analysis results showed that women and young consumers' green cognition influence green consumption behavior more significantly,while men and older consumers' affect green emotion more prominently; individuals with higher education and income levels have stronger green cognition and emotion influence. In addition,the effects of green cognition and green emotion on professionals are various.
引文
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