可持续消费态度和行为差异成因探讨  

Study on Attitude-Behavior Gap of Sustainable Consumption

作　　者：王万竹[1] 王京安[1] 金晔[1,2] 

机构地区：[1]南京工业大学经济管理学院,江苏南京210009 [2]南京航空航天大学经济管理学院,江苏南京210016

出　　处：《生态经济（学术版）》2012年第1期12-15,37,共5页Ecological Economy

基　　金：国家自然科学基金(71073078)

摘　　要：随着宣传和教育的不断深入,消费者对于可持续问题的正向态度和个体实际消费行为存在着巨大的差异。为此,基于消费者的视角探讨政策、消费者效能、信息因素、人际交往因素与营销因素五个方面分析了造成"态度行为"差异的原因。在分析中,指出只有培育可持续消费的文化,通过政策促进企业实施可持续生产提供合适的产品,让消费者感到自己的行为是有效的,由此才能减少"态度行为"差异。Consumers are increasingly concerned about the problem of sustainable development along with increasing education and advocacy,but the gap between their attitudes and their pro environmental purchase behavior is significant.The article analyses the reasons of the 'attitude behavior' gap from five aspects:macro environment and infrastructure,consumer effectiveness,information,social obligation and marketing.In the analysis,the author presents that closing the 'attitude behavior' gap should depend on cultivating the sustainable consumption culture,making the policy to promote enterprises to carry out the sustainable production and provide the right products,and letting consumer feel his behavior is effective,

关 键 词：可持续消费 绿色消费 态度 行为 

分 类 号：F126.1[经济管理—世界经济] F205