消费扶贫意愿形成机制实证研究--基于拓展计划行为理论(ETPB)视角  

The Formation Mechanism of Willingness of Poverty Alleviation Through Consumption:Based on the Theory of Expanded Planning Behavior(ETPB)

作　　者：张国政[1,2] 彭丽 陈炜 唐文源[1,2] ZHANG Guozheng;PENG Li;CHEN Wei;TANG Wenyuan(School of Business,Hunan Agricultural University,Changsha 410128,Hunan;Tea Economy Research Center of Hunan Agricultural University,Changsha 410128,Hunan)

机构地区：[1]湖南农业大学商学院,湖南长沙410128 [2]湖南农业大学茶叶经济研究中心,湖南长沙410128

出　　处：《河北农业大学学报（社会科学版）》2022年第5期15-22,共8页Journal of Hebei Agricultural University (SOCIAL SCIENCES)

基　　金：2020年度湖南省社会科学成果评审委员会课题(编号:XSP20YBC194);2019年湖南省教育厅重点项目(编号:19A233);湖南省教育厅教改项目(编号:湘教通[2019]293);2022年湖南省研究生科研创新项目(编号:QL20220171);2022湖南省大学生创新创业训练计划项目(编号:s202210537075X)。

摘　　要：培育消费者公平贸易意识、激发消费者责任意识能够提升人民群众的消费扶贫意愿,促进扶贫农产品销售,有助于巩固脱贫攻坚成果和实施乡村振兴战略。通过构建拓展计划行为理论(ETPB),加入公平贸易意识、责任意识2个前因变量,运用结构方程实证检验消费扶贫意愿形成机制。研究表明:在计划行为理论(TPB)模型中,态度、主观规范、感知行为规范控制对消费扶贫意愿具有显著影响;在拓展计划行为理论(ETPB)模型中,主观、感知行为控制对消费扶贫意愿仍然具有显著影响,公平贸易意识、责任意识对扶贫消费意愿具有显著直接影响,而态度作为内生变量对消费扶贫意愿则无显著影响。原因可能在于,消费者更多是因为扶贫农产品的道德属性(公平贸易意识和责任意识)而践行消费扶贫。但从长远看,仍需切实增强扶贫农产品的经济属性(态度),促进消费扶贫可持续发展。Cultivating consumers'awareness of fair trade and stimulating consumers'sense of responsibility can enhance willingness to reduce poverty through consumption,promoting sales of agricultural products to consolidate achievements of poverty alleviation and implement rural revitalization strategy.This paper constructed the theory of expanding planned behavior(ETPB)and added two antecedents-fair trade awareness and responsibility awareness.The structural equation was used to empirically test the formation mechanism of willingness of poverty alleviation through consumption.The research shows that in the TPB model,attitude,subjective norm and perceived norm control have a significant impact on the willingness of poverty reduction through consumption;In the ETPB model,subjective and perceived behavior control still have a significant impact on willingness of poverty alleviation willingness through consumption;fair trade awareness and responsibility awareness have a significant direct impact on it;while attitude,as an endogenous variable,has no significant impact on it.The reason may be that consumers practice poverty alleviation through consumption more because of the moral attributes of agricultural products(fair trade awareness and responsibility awareness).However,in the long run,it is still necessary to effectively strengthen the economic attributes(attitudes)of agricultural products and promote sustainable development of poverty alleviation through consumption.

关 键 词：计划行为理论 公平贸易意识 责任意识 消费扶贫意愿 

分 类 号：F323[经济管理—产业经济]