基于代际传承视角的绿色消费意愿实证研究  

An Empirical Study of Green Consumption Intention Based on the Perspective of Intergenerational Inheritance

作　　者：丁志华[1,2] 陈鹏超 王亚维 Ding Zhihua;Chen Pengchao;Wang Yawei(School of Economics and Management,China University of Mining and Technology,Xuzhou 221116;Big Data and Green Innovation Research Center,China University of Mining and Technology,Xuzhou 221116)

机构地区：[1]中国矿业大学经济管理学院,徐州221116 [2]中国矿业大学大数据与绿色创新研究中心,徐州221116

出　　处：《管理评论》2022年第6期173-182,共10页Management Review

基　　金：国家自然科学基金面上项目(71974190,71573255,71874186);江苏省社会科学基金重点项目(19GLA005);国家社会科学基金一般项目(20BGL091)。

摘　　要：绿色消费是促进可持续发展的关键,强调不损害后代利益,但传承动机作为绿色消费行为的激励机制尚未引起人们重视。本文基于生命史理论和解释水平理论的视角,构建了以未来导向为中介,解释水平为调节的传承动机对绿色消费意愿影响的模型。实验一探讨了传承动机对绿色消费意愿的影响作用;实验二探讨了未来导向的中介作用;实验三通过2×2的组间设计探讨了解释水平的调节作用。结果表明,启动传承动机会提高个体的未来导向水平,从而增强其绿色消费意愿。高解释水平会加强传承动机对未来导向的正向影响,进一步促进绿色消费意愿;而低解释水平则会产生抑制作用。本文拓展了绿色消费行为的内在动机研究,并为企业制定绿色产品营销策略提供新的方向。Green consumption is the key to promoting sustainable development not to the detriment of future generations.However,inheritance motivation as an incentive for green consumption behavior has not attracted adequate attention.Using construal level theory and life history theory as guiding frameworks,this study constructs a theoretical model to investigate the influence of legacy motivation on green consumption intention,with future orientation as the mediator and construal level as the moderator.Experiment 1 explores the positive impact of legacy motivation on green consumption intention,Experiment 2 explores the mediating effect of future orientation,and Experiment 3 explores the moderating effect of construal level through a 2×2 inter-group design.The results show that the initiation of inheritance motivation improves the individuals’future orientation level,which in turn increases their green consumption intention.When individuals are inclined to high construal level,the positive influence of inheritance motivation on future orientation is strengthened,which further promotes green consumption intention.Nevertheless,the tendency to low construal level produces a restraining effect.This paper expands the literature on the intrinsic motivation of green consumption behavior and provides a new direction for companies to design green product marketing strategies.

关 键 词：绿色消费意愿 传承动机 未来导向 解释水平 

分 类 号：F713.55[经济管理—市场营销]