个人价值观、环境态度与消费者绿色购买行为关系的实证研究  

An Empirical Analysis of the Relationship between Personal Values,Environmental Attitude and Consumer's Green Purchasing Behavior

作　　者：王国猛[1] 黎建新[1] 廖水香[1] 

机构地区：[1]长沙理工大学经济与管理学院,长沙410004

出　　处：《软科学》2010年第4期135-140,共6页Soft Science

基　　金：湖南省教育厅课题(09C112);湖南省企业战略管理与投资决策研究基地基金项目(08jdzc03);湖南省普通高等学校哲学社会科学重点研究基地"现代企业管理研究中心"开放基金项目(09jqkf02)

摘　　要：考察了环境态度在个人价值观对消费者绿色购买行为影响中的缓冲作用。研究结果表明:个人价值观、环境态度与绿色购买行为两两之间存在显著正相关;个人价值观对环境态度、环境态度对绿色购买行为有正向影响;个人价值观能有效地预测绿色购买行为,其中环境态度是个人价值观与绿色购买行为之间的缓冲变量,缓冲作用主要通过团体责任水平、环境问题严重性和环境友好重要性等三因素来实现。The objective of this study is to explore the moderating effect of environmental attitude on personal values and green purchasing behavior relationship. The final result shows that personal values and environmental attitude have significantly positive relation to green purchasing behavior; personal values have positive effects on envi- ronmental attitude, and environmental attitude have positive effects on green purchasing behavior; personal values can predict green purchasing behavior effectively, and environmental attitude is a moderating variable ; the moderating effect is achieved in three factors, namely the group level of responsibility, the seriousness of environmental problems and the importance of environmental friendliness.

关 键 词：价值观 个人价值观 环境态度 绿色购买行为 

分 类 号：F713.55[经济管理—市场营销] F205[经济管理—产业经济]