自我决定理论视角下居民绿色购买行为的驱动机制研究  

On Driving Mechanism of Residents′ Green Purchasing Behavior from Perspective of Self-determination Theory

作　　者：王丽童 宋洋 盛光华[2] 母欣田 WANG Litong;SONG Yang;SHENG Guanghua;MU Xintian

机构地区：[1]吉林大学经济学院,吉林长春130012 [2]吉林大学商学与管理学院,吉林长春130012

出　　处：《南京工业大学学报（社会科学版）》2022年第3期61-73,116,共14页Journal of Nanjing Tech University：Social Science Edition

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);国家自然科学基金项目“创业网络演进阶段与新创企业创新能力形成研究”(71874068);吉林省社会科学基金重点项目“乡村振兴背景下绿色生产和消费法律政策研究”(2021A23)。

摘　　要：消费者绿色购买行为不仅会受到其内在心理动机的驱动,还会受到企业营销刺激等外部环境因素的影响。本文从自我决定理论视角出发,聚焦于消费者基本心理需要得到满足时产生的自主感、胜任感和关联感,在考量企业营销活动给消费者带来绿色产品体验的情境下,引入消费者创新性来探究消费者绿色购买行为的驱动机制。运用Bootstrap置信区间方法对283份样本进行实证检验,结果表明:基本心理需要会直接影响消费者绿色购买行为,即自主感、胜任感和关联感对消费者绿色购买行为均存在显著正向影响;消费者创新性在基本心理需要和消费者绿色购买行为之间起中介作用;自主感、胜任感和关联感对消费者绿色购买行为的直接效应中,消费者创新性的中介作用受到绿色产品体验的调节。研究结论为政府和企业驱动居民绿色购买行为提供了一种新思路和新方案。Consumers′green purchasing behavior is not only driven by their inner psychological motivation,but also influenced by external environmental factors such as enterprise marketing stimulus.From the perspective of Self-determination Theory,this paper focuses on consumers′sense of autonomy,competence and relevance when their basic psychological needs are satisfied.Consumer innovativeness was introduced to explore the driving mechanism of consumers′green purchasing behavior under the context of considering green product experience brought by enterprises′marketing activities.This paper uses bootstrap confidence interval method to empirically test 283 samples.The results show that basic psychological needs have a direct impact on consumers′green purchasing behavior,which means sense of autonomy,sense of competence and sense of relevance will all exert significant positive impact on consumers′green purchasing behavior.Consumer innovativeness plays a mediating role between basic psychological needs and consumers′green purchasing behavior.Among the direct effects of consumers′sense of autonomy,competence and relevance on green purchasing behavior,the mediating effect of consumers′innovation is moderated by green product experience.The conclusion of this study provides a new idea and scheme for the government and enterprises to drive residents′green purchasing behavior.

关 键 词：基本心理需要 消费者创新性 绿色产品体验 绿色购买行为 

分 类 号：F713.55[经济管理—市场营销]