多维度绿色购买情感对绿色购买行为的影响  

Effect on green purchase behavior by multidimensional green purchase passion

作　　者：王建明[1] 吴龙昌[1] 

机构地区：[1]浙江财经大学工商管理学院

出　　处：《城市问题》2015年第10期94-103,共10页Urban Problems

基　　金：国家自然科学基金青年项目(71203192)

摘　　要：绿色购买情感对绿色购买行为可能存在重要预测作用。以白色环保家电为例,将绿色购买情感的自豪、愧疚、赞赏和厌恶四维度纳入阶层式结构方程模型,通过Smart PLS 2.0检验了情感四维度对绿色购买行为的预测作用和解释能力,并分析了不同人口统计变量群组的模型估计结果。结果表明,除厌恶之外的其他3个情感维度均对绿色购买行为有显著的预测作用,且自豪的效用最大。此外,多群组分析结果显示,性别、年龄、学历和收入这4个人口统计变量对情感——行为路径关系的影响存在较大差异。Green Affect may have an important role of forecasting green purchasing behavior. In the case of pro - envi- ronmental white household appliances, this essay builds a multi -group hierarchical Structural Equation Model, which uses the data that comes from 355 respondents with considering pride, guilt, admiration and hatred that derived from purchase behav-iors. For exploring the aimed affects＇ predictive and explanatory effects on green purchase behavior, this essay uses SmartPLS 2. 0 to analyze the model. The results suggest that all the target af- fects can play excellent roles to predict green purchase behavior except hatred and the pride＇s effective size is the biggest. Oth- erwise, it turns out that the soclo -demographic variables in- clude gender, age, education background and personal income have disparate effects on different hypothetical paths through multi - group analysis.

关 键 词：绿色购买情感 绿色购买行为 偏最小二乘法 阶层式结构方程模型 多群组结构方程模型 

分 类 号：F713.55[经济管理—市场营销]