典型非绿色消费行为形成机理研究  

A Study of Formation Mechanism of Typical Nongreen Consumption Behavior

作　　者：贺爱忠[1] 邓天翔[1] 

机构地区：[1]湖南大学工商管理学院,湖南长沙410082

出　　处：《经济管理》2014年第1期77-87,共11页Business and Management Journal ( BMJ )

基　　金：国家软科学重大招标项目"绿色消费方式及引导;扶持政策研究"(2011GXS1D005);湖南省社会科学基金重点项目"建设绿色湖南的目标考核与政策体系研究"(12ZDB02)

摘　　要：近年来,绿色消费这一议题已经成为学术界关注和探讨的热点,而对非绿色消费关注匮乏。本文基于消费者选择理论,以奢侈浪费风气作为调节变量,构建了消费者典型非绿色消费行为的形成机理概念模型。在问卷调研的基础上,运用验证性因子分析、层次回归分析等方法,对模型进行了实证检验。结果表明,消费者偏好、参照群体以及面子观念对典型非绿色消费行为有显著的正向影响,预算约束和社会责任意识则显著负向影响典型非绿色消费行为;奢侈浪费风气在预算约束、参照群体、社会责任意识以及面子观念对典型非绿色消费行为的影响中存在显著调节效应,在消费者偏好对典型非绿色消费行为的影响中不存在显著调节效应。In recent years, scholars at home and abroad have made lots of significant researches in green con- sumption, but the defect in their researches is that they neglect the non-green consumption beh-avior in daily lives. These non-green consumption behaviors have brought great hidden troubles to the r-esources, environment and pub- lic health. Among them, the typical non-green consumption behavior does more harm. Therefore, in the time of strongly promoting consumer practice green consumption, it is also very necessary to locus on and study the typical non-green consumption, to explore its formation mech-anism and finally to take effective measures to guide consum- ers to reduce or avoid the happening of the non-green consumption behavior.

关 键 词：典型非绿色消费行为 消费者选择理论 宴席食物浪费 奢侈浪费风气 

分 类 号：C913.3[经济管理]