促销信息框架对绿色购买行为的影响机制——基于非绿替代吸引力的调节作用  

Influence Mechanism of the Promotion Message Framework on Consumers’Green Purchasing Behavior Based on the Moderating Effect of Non-green Alternative Attractiveness

作　　者：盛光华[1] 龚思羽 岳蓓蓓 欧一霖 SHENG Guanghua;GONG Siyu;YUE Beibei;OU Yilin(Business School, Jilin University, Changchun 130012, China)

机构地区：[1]吉林大学商学院,吉林长春130012

出　　处：《大连理工大学学报（社会科学版）》2020年第4期38-47,共10页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家社会科学基金重大招标项目:“推进居民绿色消费升级的监管体系研究”(19ZDA107);吉林省教育厅“十三五”社会科学研究项目:“全民环境共治视阈下参照群体对消费者绿色消费的影响机制研究”(JJKH20201145SK);中央高校基础科研业务费专项资助项目:“人与自然和谐共生视角下生态共情对居民亲环境行为的促进机制及政策创新研究”(2020SZQH02)。

摘　　要：非绿替代吸引力对于促销情境下消费者的绿色购买行为具有重要影响,但现有研究缺乏对其作用机制的深入分析。通过两个实验探讨了非绿替代吸引力边界条件下促销信息框架对消费者绿色购买行为的影响机制。研究结果表明:相比于赠品促销信息,消费者对于折扣促销信息的绿色购买意愿更强;得与失权衡在促销信息框架与绿色购买意愿间起中介作用;非绿替代吸引力在二者之间起调节作用,即在强非绿替代吸引力下,相比于赠品促销信息,消费者对于折扣促销信息的绿色购买意愿更强;在弱非绿替代吸引力下,赠品促销信息与折扣促销信息对消费者绿色购买意愿的影响无差异。The attraction of non-green alternatives has an important impact on consumers’green purchasing behaviors in the promotion context.However,the influence mechanism on consumers’green purchasing behavior is underexplored.This study discusses the influence mechanism of promotion information framework on consumers’green purchasing behavior within the framework of non-green alternative attractiveness boundary based on two experiments.Results show that compared with gift promotion,consumers are more willing to do green purchasing under discount promotion.Trade-off between gain and loss plays a mediating role between promotion information framework and consumers’green purchasing intention.The mediating role of trade-off will be further moderated by the attractiveness of non-green alternatives.In the case of high green alternative attraction,compared with gift promotion information,consumers have stronger green purchasing intention for discount promotion.Under low green alternative attraction,no significant difference in the influence of gift promotion and discount promotion on consumers’green purchase intention can be observed.

关 键 词：促销信息框架 得与失权衡 非绿替代吸引力 绿色购买意愿 

分 类 号：F713[经济管理—产业经济]