珍惜还是向往?自豪还是赞赏?积极情感诉求对消费者绿色购买行为的作用  

Cherishing or Yearning?Proud or Admiring?The Effect of Positive Emotional Appeals on Consumers’Green Purchase Behavior

作　　者：王建明 汪逸惟 鲍婧 Wang Jianming;Wang Yiwei;Bao Jing(School of Business Administration,Zhejiang University of Finance&Eoonomics,Hangzhou Zhejiang 310018,China)

机构地区：[1]浙江财经大学工商管理学院,浙江杭州310018

出　　处：《未来与发展》2020年第8期57-65,共9页Future and Development

基　　金：研究阐释党的十九届四中全会精神国家社科基金重大项目“数字经济时代完善绿色生产和消费的制度体系和政策工具研究”(编号:20ZDA087)资助。

摘　　要：践行绿色购买行为已成为当前国际社会共同的倡导。现有的研究表明情感因素对消费者行为具有重要影响,但在绿色购买行为领域少有学者专门深入探索过具体维度的积极情感与绿色购买行为之间的相互关系。本文基于积极情感的扩展—建构理论,结合消费者行为模型、情感唤醒理论,试图分析4种积极情感(珍惜、向往、自豪、赞赏)诉求下绿色购买行为的差异,以绿色电力证书这一无形的绿色产品购买为例,通过实验法来深入探究积极情感诉求对绿色购买行为的影响作用。结果表明4种积极情感诉求与感知绿色价值、感知绿色责任、绿色购买行为呈正相关,积极情感诉求类型对消费者感知绿色责任和绿色购买行为有显著的影响作用,对感知绿色价值的影响作用没有显著差异,感知绿色责任在积极情感诉求与绿色购买行为间起中介作用,情感唤醒度和中庸价值观在3条路径中的调节作用没有得到验证。The practice of green consumption has become a common initiative of the international community.Existing studies have shown that emotional factors have an important impact on consumer behavior,but few scholars in the field of green consumption behavior have explored the relationship between positive emotions and green purchase behavior in specific dimensions.Based on the broaden-and-build model of positive emotion theory,consumer behavior model and emotional arousal theory,this study tries to analyze the differences of green purchase behaviors under the four positive emotional appeals(including cherishing,yearning,proud and admiring),and further explores the influence of positive emotional appeals on green purchase behaviors through the experimental method.The results indicated that the four kinds of positive emotional appeals,perceived green value,perceived green responsibility,green purchase behavior were positively correlated.Perceived green responsibility has significant mediating effect on the relationship between positive emotional appeals and green purchase behaviors.However,surprisingly,perceived green value has no mediation effect in the relationship between positive emotional appeals and green purchase behaviors.Emotional arousal and middle doctrine are not qualified moderators in any situations.

关 键 词：积极情感 绿色购买行为 现场实验 情感对象 情感唤醒度 

分 类 号：F713.55[经济管理—市场营销]