环境责任感对消费者绿色购买行为的影响--绿色自我效能感和绿色感知价值的链式多重中介效应  

Impact of Environmental Responsibility on Consumers′ Green Purchasing Behavior : On Chained Multiple Mediating Effect of Green Self-efficacy and Green Perceived Value

作　　者：杜建国[1] 段声丽 DU Jianguo;DUAN Shengli

机构地区：[1]江苏大学管理学院,江苏镇江212013

出　　处：《南京工业大学学报（社会科学版）》2022年第3期48-60,115,116,共15页Journal of Nanjing Tech University：Social Science Edition

基　　金：国家社会科学基金专项基金“推进绿色发展的路径选择与保障机制研究”(18VSJ038)。

摘　　要：环境责任感是个体对维护环境应承担责任的认知,是推动绿色购买行为的重要内在驱动力。基于负责任的环境行为模型,从环境责任感出发,引入绿色自我效能感、绿色感知价值两个中介变量,建立消费者绿色购买行为影响机制的链式中介模型。通过问卷调查收集数据,运用结构方程模型、层次回归法进行实证分析。结果表明:环境责任感对绿色购买意愿具有显著的正向促进作用;绿色自我效能感和绿色感知价值具有显著的链式中介作用,绿色自我效能感的中介作用更强;女性消费者的环境责任感对促进绿色购买行为的作用更为显著。据此,政府应该通过大众媒体加强绿色环保的宣传教育,并加快建立绿色产品的认证与评价指标体系;企业在绿色营销中应突出强调产品的环保属性及其所带来的环保利益。Environmental responsibility is an individual cognition of responsibility to protect the environment and an important internal driving force to promote green purchase behavior. Based on the responsible environmental behavior model and with the perspective of environmental responsibility, this paper introduces two mediating variables, green self-efficacy and green perceived value, and establishes a chained mediating model of the influencing mechanism of consumers′ green purchasing behavior. Data were collected through questionnaire survey, and empirical analysis was made by using structural equation, bootstrap confidence interval and hierarchical regression method. The results show that environmental responsibility has a significant positive effect on green purchase intention;green self-efficacy and green perceived value have significant chained mediating effect;the mediating path coefficient of green self-efficacy is the highest;female consumers′ sense of environmental responsibility plays a more significant role in promoting green purchasing behavior. Therefore, the government should strengthen the publicity and education of green environmental protection through mass media, and accelerate the establishment of the certification and evaluation index system of green products. At the same time, enterprises should emphasize the environmental protection attributes of products and the environmental benefits brought by green marketing.

关 键 词：环境责任感 绿色自我效能感 绿色感知价值 绿色购买意愿 

分 类 号：F713.55[经济管理—市场营销]