基于计划行为理论的旅游者绿色消费行为研究  

The Research of Tourists’ Green Consumption Behavior Based on Theory of Planned Behavior

作　　者：张欢 宋诗佳 董雪旺 Zhang Huan;Song Shi-Jia;Dong Xue-Wang(School Of Tourism And Urban-Rural Planning,Zhejiang Gongshang University,Hangzhou Zhejiang 310018,China;Institute of Geographic Sciences and Natural Resources Research,Chinese Academy of Sciences,Beijing 100101,China)

机构地区：[1]浙江工商大学旅游与城乡规划学院,浙江杭州310018 [2]中国科学院地理科学与资源研究所,北京100101

出　　处：《江苏商论》2019年第6期3-7,共5页Jiangsu Commercial Forum

基　　金：教育部人文社会科学研究青年项目“生态文明视阈下居民低碳消费意愿测度研究”(14YJCZH022);中国博士后科学基金项目“中国居民消费的碳足迹估算及低碳消费模式研究”(2015M571103);浙江省软科学研究项目,2018C35007,浙江省产业结构调整优化研究——基于能源消耗和碳排放的投入产出分析

摘　　要：旅游是从惯常环境到非惯常环境的过程,在非惯常环境下,旅游者具有匿名化,道德约束松弛等特有特征,其绿色消费行为较传统情境下产生了较大差别。理论与实证分析表明,在非惯常环境下,主观规范变量和态度变量对目标绿色消费意愿产生直接影响,但感知行为控制却对其影响甚微;同时环境的异质化也带来了意愿与行为间的鸿沟。在吸收计划行为理论的基础上,本研究尝试建立非惯常环境下旅游者绿色消费意愿行为模型。Tourism is a process from usual environment to unusual environment,In the unusual environment,tourists have the characteristics of anonymity,slack moral constraints and so on.There is a big difference in green consumption behavior compared with usual environment.Theoretical and empirical analysis shows that:in the unusual environment,attitudes and subjective norms have a direct impact on green consumption intention,but perceived behavior control has little effect on it;At the same time,the heterogeneity of environment also brings the gap between intentions and behaviors.On the basis of the absorption of the theory of plan behavior,The study attempts to establish a model of tourists'intentions to the behavior of green consumtion inunusual environment.

关 键 词：非惯常环境 绿色消费 意愿 行为 

分 类 号：F59[经济管理—旅游管理]