认知与情感交互效应对消费者绿色购买意愿的影响  

The Influence of Cognitive-Emotional Interaction on Consumer’s Green Purchase Intention

作　　者：盛光华[1] 解芳[1] 庞英[1] SHENG Guang-hua;XIE Fang;PANG Ying(Business School, Jilin University, Changchun 130012, China)

机构地区：[1]吉林大学商学院

出　　处：《商业研究》2019年第6期1-8,共8页Commercial Research

基　　金：国家社科基金一般项目,项目编号:18BGL215;国家社科基金重大项目,项目编号:15ZDA015;国家自然科学基金项目,项目编号:71373101

摘　　要：我国绿色消费市场发展动力不足,如何有效地激发消费者的绿色购买行为是促进绿色消费、实现可持续发展的重要因素。从认知因素与情感因素交互作用的角度,本文将环境参与度、绿色购买态度、环保自我效能感作为认知因素,积极情绪和消极情绪作为情感因素,探讨上述因素的交互效应对绿色购买意愿的影响。研究结果表明消费者的环境参与度能够影响消费者的绿色购买意愿,绿色购买态度和环保自我效能感在环境参与度和绿色购买意愿之间起中介作用;同时,情绪在环境参与度影响绿色购买意愿的机制中具有调节作用:绿色购买态度在积极情绪下对绿色购买意愿的影响并不显著,环境参与度仅能通过环保自我效能感的中介作用影响绿色购买意愿;环保自我效能感在消极情绪下对绿色购买意愿的影响不显著,环境参与度仅能通过绿色购买态度的中介作用影响绿色购买意愿。Our country′s green consumption market is lack of driving force for development. How to effectively stimulate consumers′ green purchase behavior is an important factor to promote green consumption and achieve sustainable development. From the perspective of interaction between cognitive factors and emotional factors, this paper regards environmental involvement, green purchase attitude, self-efficacy of environmental protection as cognitive factors, positive and negative emotions as emotional factors, and explores the influence of the interaction of the above factors on green purchase intention. The results show that consumers′ environmental involvement can affect their green purchase intention. Green purchase attitude and self-efficacy of environmental protection play a mediating role between environmental involvement and green purchase intention. At the same time, emotions play a moderating role in the mechanism of environmental involvement influencing green purchase intention: the influence of green purchase attitude on green purchase intention is not significant and environmental involvement can only affect green purchase intention through the mediating role of self-efficacy of environmental protection under positive emotions;the influence of self-efficacy of environmental protection on green purchase intention is not significant and environmental involvement can only affect green purchase intention through the mediating role of green purchase attitude under negative emotions.

关 键 词：环境参与度 绿色购买态度 环保自我效能感 绿色购买意愿 

分 类 号：F063.2[经济管理—政治经济学]