道家价值观、环境情感和消费碳减排行为研究  

Research on Taoist Value,Environment Attitude,and Carbon Emission Reduction Consumption

作　　者：王建明[1] 

机构地区：[1]浙江财经大学工商管理学院,杭州310018

出　　处：《江汉学术》2016年第6期5-13,共9页JIANGHAN ACADEMIC

基　　金：国家自然科学基金项目"外部干预政策对公众消费碳减排的影响效应和作用机理"(1203192);浙江省自然科学基金项目"诉求内容;诉求方式对能源节约行为影响的实验研究:主效应;交互效应和调节效应检验"(Y15G030053)

摘　　要：在中国传统文化价值观中,道家文化价值观的生态伦理学意蕴最为突出。在发展低碳经济背景下,道家价值观是否能推进消费碳减排行为,这是一个既基础又前沿的课题。价值观—情感—行为模型的假设,乃基于1579名消费者的调研数据,并运用Smart PLS 2.0构建偏最小二乘结构方程模型对道家价值观、情感(包括愧疚、自豪两维度)和消费碳减排行为(包括促进低碳消费行为、抑制高碳消费行为两维度)之间的关系进行检验。结果显示,道家价值观在中国传统文化情境下对环境情感和消费碳减排行为产生了不容小觑的基础性作用。具体而言,道家价值观对"愧疚"和"自豪"有重要的正向影响效应;愧疚对低碳消费行为没有显著影响,但对高碳消费行为有显著的促进作用;自豪能够促进低碳消费行为并抑制高碳消费行为。In traditional Chinese cultural values, the Taoist ecological ethics is the most outstanding. Whether Taoist value will promote the behavior of carbon emission reduction consumption in the background of developing low carbon economy is both a basic and a frontier topic of research. A value-attitude-behavior model was built based on the investigation data of 1,579 consumers to examine the relationship, using partial least squares structural equation model by Smart PLS 2.0., between Taoist value, attitude （ guilt and pride）, and carbon emission reduction consumption behavior （the promotion of low- carbon consumption and the inhibition of high-carbon consumption）. It is found that Taoist value plays a significant fundamental role in affecting people＇ s environment attitude and carbon reduction consumption behavior in the context of traditional Chinese culture~ Specifically, Taoist value exerts an positive influence on guilt and pride ; guilt can significantly promote high-carbon consumption while it has no significant impact on low-carbon consumption; pride can promote low-carbon consumption and inhibit high-carbon consumption. This study may provide theoretical reference to the policy-makers with respect to the promotion of citizens＇ carbon reduction consumption behavior.

关 键 词：道家文化 道家价值观 环境情感 低碳消费行为 高碳消费行为 中介效应 

分 类 号：F062.9[经济管理—政治经济学] F713.5