绿色消费意识及其行为表现——基于大学生认知数据的检验  

Green Consumption Intention and It＇s Behavior Performance --Based on the Test of College Students＇ Cognitive Data

作　　者：胡靖[1] 管莉花 宋宇[1] 

机构地区：[1]同济大学经济与管理学院

出　　处：《南大商学评论》2016年第3期106-119,共14页Nanjing Business Review

基　　金：国家自然科学基金项目“碳约束内生条件下的中国最优增长路径选择”(编号:71203160)的资助;同济大学经济与管理学院大学生创新活动计划项目的支持

摘　　要：解决环境污染问题的关键是控制污染物的产生,归根结底,生产是为消费服务的,人类活动创造了大部分的污染物,消费规模、消费方式、消费意识以及消费结构等等均与环境问题息息相关。大量研究已经证明诸多因素影响着绿色消费意识的形成和消费行为的发生,但影响程度及作用大小却呈现出明显的不确定性。基于大学生群体的认知数据表明,现阶段绿色消费意识已普遍存在。选取可支配收入、绿色消费意识及环境态度等指标变量的检验结果显示,各因素确实对绿色消费行为产生了影响,但解释力度比较有限,仅能达到15%左右。而造成绿色消费意向难以表现为绿色消费行为的原因主要是绿色产品及行为识别困难等因素导致的消费者感知行为控制较差所致。The key to solve the problem of environmental pollution is to control the generation of pollutants. Ultimately, production serves for consumption and human activities have created most of the pollutants. Consumption scale, consumption patterns, consumption intention, consumption structure and so on are all closely related to environmental issues. Numerous studies have proved that many factors can affect the formation of green consumption intention and the occurrence of green consumption behavior. However, the extent and strength of the effect show an obviously uncertainty. Based on the test of college students＇ cognitive data, we can find that at this stage, green consumption intention has already existed universally. The results of the test choosing the index variables including disposable income, green consumption intention, environmental consciousness and so on show that these factors do affect green consumption behavior. But the power of explanatory is very limited, it can only reach about 15 %. The main reason for the difficulty of green consumption intention＇s transition to the green consumption behavior is the bad perceived behavior control which is caused by some factors including the difficulty of recognition of green products or behavior.

关 键 词：绿色消费意识 绿色消费行为 大学生 计划行为理论 

分 类 号：G645.5[文化科学—高等教育学] F713.55[文化科学—教育学]