绿色购买意愿形成机制的实证研究——绿色广告诉求与自我建构的交互作用  

An Empirical Study of the Formation Mechanism of Consumers' Green Purchase Intention:Interaction between Green Advertising Appeal and Consumers' Self-Construction

作　　者：毛振福[1,2] 余伟萍[1] 李雨轩[1] 

机构地区：[1]四川大学商学院,四川成都610064 [2]河南城建学院管理学院,河南平顶山467036

出　　处：《当代财经》2017年第5期79-88,共10页Contemporary Finance and Economics

基　　金：国家自然科学基金面上项目"企业社会责任行为对丑闻品牌形象的修复机理及策略体系研究"(71372189)

摘　　要：激励消费者购买绿色产品是实现生态可持续发展的关键。从绿色广告诉求和消费者自我建构的视角出发,通过两个实验,研究消费者绿色购买意愿的形成机制。结果表明:绿色广告诉求与消费者自我建构对购买意愿存在交互作用,即相对于理性诉求(感性诉求),面对感性诉求(理性诉求)时,独立自我(互依自我)的购买意愿更高;消费者环境卷入在绿色广告诉求和自我建构对消费者购买意愿的共同影响中起调节作用,即对于高(低)环境卷入的消费者,绿色广告诉求和自我建构对购买意愿的交互作用不显著(显著);消费者漂绿感知中介了绿色广告诉求与自我建构对购买意愿的交互作用。To encourage consumers to purch ase green products is the key to achieve ecological sustainable development. From the perspective of green advertising appeal and consumers’ self-construction, this paper conducts two experiments to explore the formation mechanism of consumers’ green purchase intention. The results suggest that green advertising appeal and consumers’ self-construction have an interactive effect on purchase intention, namely, compared with rational appeal（emotional appeal）, consumers with independent self-construction（interdependent self-construction） have a higher purchase intention towards emotional appeal（rational appeal）. Consumers’ environment involvement plays a regulatory role in the joint impact of green advertising appeal and self-construction on consumers’ purchase intention, namely, for consumers with higher（lower） environment involvement,green advertising appeal and self-construction have an insignificant（significant） interactive effect on consumers’ purchase intention. Consumers’ perceived greenwash can mediate the interaction of green advertising appeal and self-construction on consumers’ purchase intention.

关 键 词：感性诉求 理性诉求 环境卷入 漂绿感知 绿色购买意愿 

分 类 号：F274[经济管理—企业管理]