全民环境共治背景下参照群体对中国居民绿色购买行为的影响研究  

Study on the influence of reference groups on green consumption behavior of Chinese residents under the background of civil environmental co-governance

作　　者：解芳[1] 盛光华[1] 龚思羽 XIE Fang;SHENG Guang-hua;GONG Si-yu(Business School,Jilin University,Changchun Jilin 130012,China)

机构地区：[1]吉林大学商学院

出　　处：《中国人口·资源与环境》2019年第8期66-75,共10页China Population,Resources and Environment

基　　金：国家社科基金一般项目“生活方式绿色化促进获得感提升的机制及公共政策创新研究”(批准号:18BGL215);国家自然科学基金青年项目“企业社会责任信息沟通的双刃剑效应形成机理研究”(批准号:71702142)

摘　　要：建设生态文明和美丽中国离不开全民环境共治,而居民积极广泛地践行绿色购买则是全民环境共治的一个重要体现。消费者的绿色购买行为并不是一种“经济人”的行为,会受到社会环境和周围群体的影响以及各种社会准则的约束。本文基于“社会人”理论,以参照群体影响的三个维度——信息性影响、功利性影响和价值表达性影响为自变量,引入绿色信任和感知价值作为中介变量,构建参照群体影响对绿色购买意愿作用机制的多重中介模型。采用问卷调查法对理论模型进行实证分析,共收集463份有效问卷,使用SPSS和Amos等统计软件对数据进行分析,构建结构方程模型分析各潜变量之间的路径系数,并采用Bootstrap方法对中介效应进行检验。研究结果显示,消费者绿色购买意愿的形成受参照群体影响,其中受参照群体的信息性影响和价值表达性影响显著,受参照群体的功利性影响不显著。绿色信任、感知价值在参照群体的信息性影响和价值表达性影响与绿色购买意愿之间分别形成三条中介路径:第一条为通过绿色信任的中介作用影响绿色购买意愿;第二条为通过感知价值的中介作用影响绿色购买意愿;第三条为通过绿色信任影响感知价值进而影响绿色购买意愿的链式中介路径。政府和企业应充分发挥参照群体影响作用,启动居民绿色购买,借助于参照群体的影响传达和彰显绿色产品价值,提升民众在绿色购买过程中的获得感、荣耀感、幸福感,与此同时,利用参照群体的信息性影响和价值表达性影响,提升民众的绿色信任,消除“漂绿”疑虑,增强绿色消费信心,从而促进绿色消费,使居民积极、广泛地参与到全民环境共治的实践中。The construction of Chinese ecological civilization can not be achieved without the civil environmental co-governance.Residents’active and wide practice of green purchasing behavior is an important manifestation of civil environmental co-governance.Consumers’green purchasing behavior is not a kind of behavior of‘economic man’,which will be affected by the social environment and reference groups as well as various social norms.Based on the theory of social-man,this study,taking informative influence,utilitarian influence and value-expressive influence,the three dimensions of reference group influence as the antecedent variables,green trust as well as perceived value as the mediating variables,builds a multiple mediation model to explain formation mechanism of consumer’s green purchasing intention.Empirical analysis of the theoretical model is carried out by using questionnaire survey method.And a total of 463 valid questionnaires were collected.The statistical software SPSS and Amos were used to analyze the data,the structural equation model was built to analyze the path coefficient between the latent variables and the bootstrap method was used to examine the mediating effect.The results of the study indicated reference groups significantly influenced consumer’s green purchasing intention.Findings further suggested that informative influence and value-expressive influence had significant influence on consumer’s green purchasing intention,while utilitarian influence did not have significant influence.Green trust as well as perceived value played significant mediating role in the relationship between informative influence and green purchasing intention as well as the relationship between value-expressive influence and green purchasing intention.To be more specific,there were three functioning paths:the first one was through the mediation of perceived value directly affecting green purchasing intention;the second one was through the mediation of perceived value directly affecting green purchasing intent

关 键 词：全民环境共治 参照群体影响 绿色信任 感知价值 绿色购买意愿 

分 类 号：F063.2[经济管理—政治经济学] F713.55