个性因素对社会责任消费行为影响作用的实证研究
摘要
近三十年来,在不正确价值观的驱动下,过度消费、非理性消费给自然环境和社会造成的严重后果日益凸显出来,已经成为制约经济发展的瓶颈。和谐消费是实现社会、经济可持续发展的重要方面。要真正实现和谐消费,不仅需要政府和企业的努力,也需要消费者的付出。国内对社会责任消费行为的研究还比较少,社会责任消费行为也并没有引起大多数消费者的重视,本研究欲从个性因素的角度来研究消费者社会责任消费行为的影响因素。
本研究采用规范的实证方法,在阅读国内外文献的基础上对社会责任消费行为进行分类,并提出了社会责任意识和自我实现需求两个自变量对社会责任消费行为影响作用的理论假设和模型,通过问卷调查收集数据,并对提出的模型进行检验分析。文章的最后并对研究的主要结论、营销启示和研究的局限性作了讨论。
本研究的结果表明,社会责任意识和自我实现需求对消费者的互惠利他性社会责任消费行为是有显著影响的,而只有自我实现需求对纯粹利他型社会责任消费行为有显著的影响。社会责任意识更能够解释纯粹利他性社会责任消费行为,而自我实现更能够纯粹利他性社会责任消费行为。这些研究不仅弥补了我国相关研究的空白,测量了本土的社会责任消费行为的影响因素,同时也对政府推动责任消费行为,实现和谐消费以及对企业实施企业社会责任和进行有针对性的营销具有一定的指导意义。
In the recently three decades, because of the positive values, the serious consequences of over-consumption and non-rational consumption have growled up, some consequences have become the bottleneck to constrain economic development. Harmony consumption is an indispensable part to achieve sustainable development of social and economic. To realize the harmonious consumption, it’s not only depended on the efforts of governments and enterprises, but also on the consumers. The research of Socially Responsible Consumption Behavior (SRCB) is still relatively small in domestic, and most consumers are not pay attention to SRCB, this study will study the impact of factors on SRCB from the perspective of personality factors.
This study uses the empirical method, and classifies the consumer behavior on the base of the literature at home and abroad. The theory and model of the impact of socially responsible and self-fulfillment needs on SRCB have been proposed. The study collects data through a questionnaire survey,then tests the model. Finally the main conclusions of the research, marketing inspiration and the limitations of the study are discussed.
The results of this study show that awareness of social responsible and self-motivation has a significant influence on the social responsible consumption behavior of reciprocal altruism; and only the motives of self-realization has a significant impact on social responsible consumption behavior of purely altruism, but the awareness of social responsibility doesn’t. This article further studies the differences of the impact of factors on the behavior, and found that the more strongly self-motivated, the more consumers will be inclined to do social responsible consumption behavior. These studies not only make up the gap of related research, but also have certain significance for the government to promote responsible consumption and businesses targeted marketing.
本研究采用规范的实证方法,在阅读国内外文献的基础上对社会责任消费行为进行分类,并提出了社会责任意识和自我实现需求两个自变量对社会责任消费行为影响作用的理论假设和模型,通过问卷调查收集数据,并对提出的模型进行检验分析。文章的最后并对研究的主要结论、营销启示和研究的局限性作了讨论。
本研究的结果表明,社会责任意识和自我实现需求对消费者的互惠利他性社会责任消费行为是有显著影响的,而只有自我实现需求对纯粹利他型社会责任消费行为有显著的影响。社会责任意识更能够解释纯粹利他性社会责任消费行为,而自我实现更能够纯粹利他性社会责任消费行为。这些研究不仅弥补了我国相关研究的空白,测量了本土的社会责任消费行为的影响因素,同时也对政府推动责任消费行为,实现和谐消费以及对企业实施企业社会责任和进行有针对性的营销具有一定的指导意义。
In the recently three decades, because of the positive values, the serious consequences of over-consumption and non-rational consumption have growled up, some consequences have become the bottleneck to constrain economic development. Harmony consumption is an indispensable part to achieve sustainable development of social and economic. To realize the harmonious consumption, it’s not only depended on the efforts of governments and enterprises, but also on the consumers. The research of Socially Responsible Consumption Behavior (SRCB) is still relatively small in domestic, and most consumers are not pay attention to SRCB, this study will study the impact of factors on SRCB from the perspective of personality factors.
This study uses the empirical method, and classifies the consumer behavior on the base of the literature at home and abroad. The theory and model of the impact of socially responsible and self-fulfillment needs on SRCB have been proposed. The study collects data through a questionnaire survey,then tests the model. Finally the main conclusions of the research, marketing inspiration and the limitations of the study are discussed.
The results of this study show that awareness of social responsible and self-motivation has a significant influence on the social responsible consumption behavior of reciprocal altruism; and only the motives of self-realization has a significant impact on social responsible consumption behavior of purely altruism, but the awareness of social responsibility doesn’t. This article further studies the differences of the impact of factors on the behavior, and found that the more strongly self-motivated, the more consumers will be inclined to do social responsible consumption behavior. These studies not only make up the gap of related research, but also have certain significance for the government to promote responsible consumption and businesses targeted marketing.
引文
[1]中国经济网.禁炫耀消费攀比消费——广州遏制商品过度包装行为[EB/OL]. http://www.ce.cn/cysc/cysczh/200705/18/t20070518_11402638.shtml.2007-05-18
[2]新浪网.一次性木筷生产企业不再批[EB/OL].http://news.sina.com.cn/ c/2005-08–04/08116607545s.shtml.2005-08-04
[3]网易.湖南长沙陵园清明节后遗留十余吨垃圾[EB/OL].http://news.163.com/09/04 07/02/568UJTT600011229.html.2009-04-07
[4]吴福顺,管竹笋,郑若娟,陶蓓.2007年中国责任消费调查报告[J].WTO经济导刊, 2008(4):42-45
[5]鞠芳辉,谢子远,宝贡敏.企业社会责任的实现——基于消费者选择的分析[J].中国工业经济, 2005(9):91-98
[6] Webster F.E..Determining the Characteristics of the Socially Conscious Consumer[J]. Journal of Consumer Research,1975(12):188-198
[7] Patrich E.Murphy, Norman Kangun,William B.Locander. Environmentally concerned consumers-racial Variations[J].Journal of Marketing,1978(10): 61-66
[8] Robert J.A.. Profiling Levels of Socially Responsible Consumer Behavior: A Cluster Analysis Approach and Its Implication For Marketing[J].Journal of Marketing, 1995, 4(2):243-255
[9] Antil J.H.. Socially Responsible Consumers: Profile and Implications for Public Policy[J].Journal of Macro-marketing, 1984, 4(3):18-39
[10] Mohr L.A., Webb D.J..Effect of Corporate Social Responsibility and Price on Consumer Responses[J]. Journal of Consumer Affair,2005, 39(3):121-147
[11] Hertel, Shareen Scruggs, Lyle Heidkamp C. Patrick Ethical Consumption: Who Cares, Who Shops, and Why Conference Papers-International Studies Association[J]; Annual Meeting, 2007(3):1-31
[12]覃有土,晏宇桥.论消费者之义务[J].中南财经政法大学学报,2004(1):93-99
[13]李双龙.消费者与企业社会责任[J].湖北经济学院学报(人文社科版),2005(5):94-95
[14]于阳春.消费者社会责任研究初探[J].商业时代,2007(3):12-15
[15]唐末兵.“消费和谐”是和谐社会义中之意[J].消费经济,2007,23(2):3-4
[16]黄姣.论个人消费责任[D].湖南师范大学图书馆,2008
[17] Francois LeCompte,Roberts. Development a measure of socially responsible consumption in France[J].Marketing Management Journal,2006,16(2):50-66
[18] Deborah J.Webb, Lois A.Mohr, Katherine E. Harris. A re-examination of socially responsible consumption and its measurement[J].Journal of Business Research , 2008,61(2): 91-98
[19] Anderson W.T., Cunningham W.H..The Socially Conscious Consumer[J].Journal of Marketing, 1972,36(3): 23-31
[20]王凤.公众参与环保行为影响因素的实证研究[J].中国人口,2008,18 (6):30-35
[21] Balderjahn. Personality Variables and Environmental Attitudes as Predictors of Ecologically Responsible Consumption Patterns[J]. Journal of Business Research, 1988, 17 (1):51-56
[22] Schwepker. An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Product[J].Journal of Public Policy & Marketing, 1991, 10 (2):77-101
[23]陈涛.绿色消费与环保问题的调查[J].市场与人口分析,1999(1):42-43
[24]程红,杨荣芝.我国绿色消费的特点和构成——首都市场绿色消费调查的启示[J].消费经济, 2001(4):8-10
[25]李正明,孙子捷,谢媛.对上海市绿色消费状况的调查与分析[J].社会科学,2002(5):54-58
[26]司林胜.对我国消费者绿色消费观念和行为的实证研究[J].消费经济,2002(5):39-42
[27] Guo Guoqiang.How Green Products Are Accepted By Different Consumer Group in China [J]. USA-China Business Review,2001,12(2):65-69
[28]任国荣.石家庄市居民绿色消费现状调查与分析[J].环境教育,2005(3):46-48
[29]阎俊.影响消费者绿色消费行为的因素分析[J].北京工商大学学报,2005(5):65-66
[30]王勃琳,张桂荣,郭立宏.绿色消费群体心理特征分析及其启示[J].商场现代化,2008(2):29-30
[31]刘宇伟.绿色消费行为整合模型初探[J].社会科学战线,2008(10):252-255
[32]王兆锋,俞红.消费者绿色食品消费行为的实证研究[J].安徽农业科学,2007,35 (10): 3122 -3125
[33]王建明.消费者为什么选择循环行为——城市消费者循环行为影响因素的实证研究[J].中国工业经济,2007(10):95-102
[34]张梦霞.象征型购买行为的儒家文化价值观诠释——概念界定、度量、建模和营销策略建议[J].中国工业经济,2005(3):106-112
[35]张梦霞.实用购买行为的佛家文化价值观因素分析[J].首都经济贸易大学学报,2005(3):14-20
[36]王雁飞,朱瑜.利他主义行为发展的理论研究述评[J].华南理工大学学报(社会科学版,2003,5(4):37-41
[37] Trivers RL.The evolution of reciprocal altrter[J]. Review of Biology,1971, 46(2): 35-37
[38] Wilson EO.The War between the words:biological versus social evolution and some related issues:Section[J].Genetic basic of behavior especially of altruism.American Psychologist,1975,46(4):458-468
[39]董志勇.利他行为与利己动机[J].百科视野,2008(4):23-25
[40]郑从金.试论国民性格中观念意识与行为模式的背离[D].福建师范大学图书馆,2004
[41]徐立.社会责任感:构建和谐社会的伦理基础[J].消费导刊,2008(6):204-205
[42]石瑞红.社会责任感——和谐社会的道德基础[J].湖北社会科学,2006(2):38-40
[43]百度百科.马斯洛需求层次理论[EB/OL].http://baike.baidu.com/view/690053.htm. 2009-03-30
[44]吴倬.人的社会责任与自我实现[J].清华大学学报(哲学社会科学版),2000, 15(1):1-4
[45] Broker.The self-actualizing socially conscious consumer[J].Journal of Consumer Research (pre-1986), 1976(9):107-115
[46] Berkowitz L., Daniels L.R.. Affecting the Salience of the Social Responsibility Norm[J].Journal of abnormal and Social Psychology, 1964,68(4):275-281
[47]郑剑虹,黄希庭.西方自我实现研究现状[J].心理科学进展,2004,12(2):296-303
[48] Harris D.B..A Scale for Measuring attitudes of social responsibility in Children[J]. Journal of Abnormal and Social Psychology, 1957,55(3):322-326
[49]郑希付.心理场理论[J].湖南师范大学社会科学学报,2000(1):7-10
[2]新浪网.一次性木筷生产企业不再批[EB/OL].http://news.sina.com.cn/ c/2005-08–04/08116607545s.shtml.2005-08-04
[3]网易.湖南长沙陵园清明节后遗留十余吨垃圾[EB/OL].http://news.163.com/09/04 07/02/568UJTT600011229.html.2009-04-07
[4]吴福顺,管竹笋,郑若娟,陶蓓.2007年中国责任消费调查报告[J].WTO经济导刊, 2008(4):42-45
[5]鞠芳辉,谢子远,宝贡敏.企业社会责任的实现——基于消费者选择的分析[J].中国工业经济, 2005(9):91-98
[6] Webster F.E..Determining the Characteristics of the Socially Conscious Consumer[J]. Journal of Consumer Research,1975(12):188-198
[7] Patrich E.Murphy, Norman Kangun,William B.Locander. Environmentally concerned consumers-racial Variations[J].Journal of Marketing,1978(10): 61-66
[8] Robert J.A.. Profiling Levels of Socially Responsible Consumer Behavior: A Cluster Analysis Approach and Its Implication For Marketing[J].Journal of Marketing, 1995, 4(2):243-255
[9] Antil J.H.. Socially Responsible Consumers: Profile and Implications for Public Policy[J].Journal of Macro-marketing, 1984, 4(3):18-39
[10] Mohr L.A., Webb D.J..Effect of Corporate Social Responsibility and Price on Consumer Responses[J]. Journal of Consumer Affair,2005, 39(3):121-147
[11] Hertel, Shareen Scruggs, Lyle Heidkamp C. Patrick Ethical Consumption: Who Cares, Who Shops, and Why Conference Papers-International Studies Association[J]; Annual Meeting, 2007(3):1-31
[12]覃有土,晏宇桥.论消费者之义务[J].中南财经政法大学学报,2004(1):93-99
[13]李双龙.消费者与企业社会责任[J].湖北经济学院学报(人文社科版),2005(5):94-95
[14]于阳春.消费者社会责任研究初探[J].商业时代,2007(3):12-15
[15]唐末兵.“消费和谐”是和谐社会义中之意[J].消费经济,2007,23(2):3-4
[16]黄姣.论个人消费责任[D].湖南师范大学图书馆,2008
[17] Francois LeCompte,Roberts. Development a measure of socially responsible consumption in France[J].Marketing Management Journal,2006,16(2):50-66
[18] Deborah J.Webb, Lois A.Mohr, Katherine E. Harris. A re-examination of socially responsible consumption and its measurement[J].Journal of Business Research , 2008,61(2): 91-98
[19] Anderson W.T., Cunningham W.H..The Socially Conscious Consumer[J].Journal of Marketing, 1972,36(3): 23-31
[20]王凤.公众参与环保行为影响因素的实证研究[J].中国人口,2008,18 (6):30-35
[21] Balderjahn. Personality Variables and Environmental Attitudes as Predictors of Ecologically Responsible Consumption Patterns[J]. Journal of Business Research, 1988, 17 (1):51-56
[22] Schwepker. An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Product[J].Journal of Public Policy & Marketing, 1991, 10 (2):77-101
[23]陈涛.绿色消费与环保问题的调查[J].市场与人口分析,1999(1):42-43
[24]程红,杨荣芝.我国绿色消费的特点和构成——首都市场绿色消费调查的启示[J].消费经济, 2001(4):8-10
[25]李正明,孙子捷,谢媛.对上海市绿色消费状况的调查与分析[J].社会科学,2002(5):54-58
[26]司林胜.对我国消费者绿色消费观念和行为的实证研究[J].消费经济,2002(5):39-42
[27] Guo Guoqiang.How Green Products Are Accepted By Different Consumer Group in China [J]. USA-China Business Review,2001,12(2):65-69
[28]任国荣.石家庄市居民绿色消费现状调查与分析[J].环境教育,2005(3):46-48
[29]阎俊.影响消费者绿色消费行为的因素分析[J].北京工商大学学报,2005(5):65-66
[30]王勃琳,张桂荣,郭立宏.绿色消费群体心理特征分析及其启示[J].商场现代化,2008(2):29-30
[31]刘宇伟.绿色消费行为整合模型初探[J].社会科学战线,2008(10):252-255
[32]王兆锋,俞红.消费者绿色食品消费行为的实证研究[J].安徽农业科学,2007,35 (10): 3122 -3125
[33]王建明.消费者为什么选择循环行为——城市消费者循环行为影响因素的实证研究[J].中国工业经济,2007(10):95-102
[34]张梦霞.象征型购买行为的儒家文化价值观诠释——概念界定、度量、建模和营销策略建议[J].中国工业经济,2005(3):106-112
[35]张梦霞.实用购买行为的佛家文化价值观因素分析[J].首都经济贸易大学学报,2005(3):14-20
[36]王雁飞,朱瑜.利他主义行为发展的理论研究述评[J].华南理工大学学报(社会科学版,2003,5(4):37-41
[37] Trivers RL.The evolution of reciprocal altrter[J]. Review of Biology,1971, 46(2): 35-37
[38] Wilson EO.The War between the words:biological versus social evolution and some related issues:Section[J].Genetic basic of behavior especially of altruism.American Psychologist,1975,46(4):458-468
[39]董志勇.利他行为与利己动机[J].百科视野,2008(4):23-25
[40]郑从金.试论国民性格中观念意识与行为模式的背离[D].福建师范大学图书馆,2004
[41]徐立.社会责任感:构建和谐社会的伦理基础[J].消费导刊,2008(6):204-205
[42]石瑞红.社会责任感——和谐社会的道德基础[J].湖北社会科学,2006(2):38-40
[43]百度百科.马斯洛需求层次理论[EB/OL].http://baike.baidu.com/view/690053.htm. 2009-03-30
[44]吴倬.人的社会责任与自我实现[J].清华大学学报(哲学社会科学版),2000, 15(1):1-4
[45] Broker.The self-actualizing socially conscious consumer[J].Journal of Consumer Research (pre-1986), 1976(9):107-115
[46] Berkowitz L., Daniels L.R.. Affecting the Salience of the Social Responsibility Norm[J].Journal of abnormal and Social Psychology, 1964,68(4):275-281
[47]郑剑虹,黄希庭.西方自我实现研究现状[J].心理科学进展,2004,12(2):296-303
[48] Harris D.B..A Scale for Measuring attitudes of social responsibility in Children[J]. Journal of Abnormal and Social Psychology, 1957,55(3):322-326
[49]郑希付.心理场理论[J].湖南师范大学社会科学学报,2000(1):7-10