媒体说服形塑与城市居民绿色购买行为——调节中介效应检验  

Media Persuasion Shaping and Urban Residents’Green Purchasing Behavior--Testing Moderated Mediation Effects

作　　者：杨贤传 张磊[1] YANG Xianchuan;ZHANG Lei(School of Management,China University of Mining&Technology,Xuzhou Jiangsu 221116,China)

机构地区：[1]中国矿业大学管理学院,江苏徐州221116

出　　处：《北京理工大学学报（社会科学版）》2020年第3期14-25,共12页Journal of Beijing Institute of Technology：Social Sciences Edition

基　　金：国家自然科学基金项目“市场化下的电力来源结构与输配方案优化研究:基于省际层面的视角”(71874187);国家自然科学基金项目“市场化情境下的动力煤贸易空间均衡模型及仿真研究”(71373261);安徽省高校人文社科重点项目“利益关注和责任意识对城市居民低碳消费的驱动机制:理论与实证研究”(SK2017A0694);安徽省高校优秀青年人才支持计划项目(gxyq2018207,gxyq2017248)。

摘　　要：利他诉求和利己诉求割裂导致的态度—行为偏差一直是绿色消费面临的主要障碍。为此,从有限道德假设和有限自利假设出发,基于改进后的目标框架理论构建一个媒体说服与绿色购买行为关系的理论模型,期望破解绿色消费“知行不合一”的困境。研究结果显示:媒体说服通过激活环境责任感知(规范目标框架)和绿色感知价值(消费价值目标框架),进而共同影响居民绿色购买行为;媒体说服对不同目标框架的形塑能力不同,导致各自发挥中介作用的差异;环境问题严重性感知负向调节了中介模型,从而发现绿色购买“脱敏”现象的发生机制。认为,媒体通过激活规范目标框架和消费价值目标框架是扩大绿色购买的有效途径,但在采取“恐惧诉求”策略时需要预防触发“脱敏”现象的发生机制。Attitude-behavior bias caused by the dissociation of altruistic and egoistic appeals has always been the main obstacle to green consumption.Therefore,based on the bounded rationality and bounded ethicality hypotheses,this paper constructed a theoretical model of the relationship between media persuasion and green purchasing behavior based on the improved goal-framing theory,expecting to solve the dilemma of“knowledge and action are not one”.The results show that media persuasion affects residents’green purchasing behavior by activating perceived environmental responsibility(normative goal frames)and green perceived value(consumption value goal frames);different shaping powers of media persuasion for different goal frames lead to different mediating effects;perceived seriousness of environmental problems negatively moderates the mediation model,thus discovering the mechanism of green consumption“desensitization”.This study reveals that media through activating normative goal frames and consumption value goal frames is an effective way to expand green purchase,but the“reversion effect”should be avoided when fear appeals tactic is adopted.

关 键 词：媒体说服 感知价值 环保责任感知 绿色购买行为 目标框架理论 

分 类 号：F272.3[经济管理—企业管理]