消费者主动性人格对绿色产品购买意愿的影响研究--绿色品牌形象的调节作用  

Research on Impact of Consumers′Proactive Personality on Green Product Purchase Intention:The Moderating Effect of Green Brand Image

作　　者：刘飞燕[1] 李昕冉 LIU Feiyan;LI Xinran

机构地区：[1]南京师范大学商学院,江苏南京210023

出　　处：《南京工业大学学报（社会科学版）》2022年第2期68-80,112,共14页Journal of Nanjing Tech University：Social Science Edition

基　　金：江苏省高校哲学社会科学重点项目“大学生消费信贷行为及监管策略”(2017ZDIXM106)。

摘　　要：推动绿色消费已成为我国实现“碳达峰”目标、保障全面可持续发展的重点措施。从人格特质角度,基于主动动机模型和计划行为理论,探讨了消费者的主动性人格对绿色产品购买意愿的内在机制和边界条件。研究表明:消费者的主动性人格对绿色产品购买意愿存在显著正向影响,环保自我效能感在其中发挥了部分中介作用;产品的绿色品牌形象调节了环保自我效能感与绿色产品购买意愿间的关系,并进一步调节环保自我效能感的中介作用。研究结论具有重要现实意义,企业与政府都应重视高主动性人格消费群体的积极作用,政府加强沟通与指导、提供有力的政策支持,企业强化绿色品牌形象等措施,从而提升公民的绿色产品购买意愿。Promoting green consumption has become a key measure to realize the goal of"peak carbon dioxide emissions"and ensure the overall sustainable development in China.From the perspective of personality traits,based on the proactive motivation model and the theory of planned behavior,this paper discusses the internal mechanism and boundary conditions of the impact of consumers′proactive personality on green product purchase intention.The research shows that proactive personality of consumers has a significant positive effect on green product purchase intention,and environmental self-efficacy plays a partially mediating role on the relationship.Green brand image plays a moderating role on the relationship between environmental self-efficacy and green product purchase intention,and moderating the mediating role of environmental self-efficacy.The conclusions have great practical significance.Both enterprises and the government should attach importance to the positive role of high-proactive personality consumer groups,and enhance citizens′willingness to buy green products by promoting communication and guidance,providing favorable support,upgrading green brand image and so on.

关 键 词：绿色消费 主动性人格 环保自我效能感 绿色品牌形象 绿色产品 

分 类 号：F713.55[经济管理—市场营销]