后疫情时代消费者绿色水产品购买意愿研究——以道德态度为中介效应的实证分析  

A study on consumers’willingness to purchase green aquatic products in the post-epidemic era:an empirical analysis of the mediating effect of ethical attitudes

作　　者：李智彬 杨德利[1] 刘增金[2] LI Zhi-bin;YANG De-li;LIU Zeng-jin(College of Economics and Management,Shanghai Ocean University,Shanghai 201306,China;Shanghai AcademyofAgricultural Sciences,Shanghai201403,China)

机构地区：[1]上海海洋大学经济管理学院,上海201306 [2]上海市农业科学院,上海201403

出　　处：《中国渔业经济》2022年第6期77-86,共10页Chinese Fisheries Economics

基　　金：科技部蓝色粮仓科技创新专项“大洋秋刀鱼和头足类高效光诱技术与捕捞装备研发”(2019YFD0901503)项目;国家自然科学基金青年项目(71603169);上海市政府决策咨询重点课题(2019-A-023)资助。

摘　　要：后疫情时代如何满足居民对于安全无污染水产品的购买需求,推动绿色消费方式的转型升级,已成为全社会共同关注的焦点。本文以沿海地区消费者数据为样本,在TPB理论框架下,利用有序Logit模型对消费者绿色水产品购买意愿进行实证分析,并以中介效应检验深入探索行为态度影响购买意愿的内在作用机理。研究表明:受疫情影响,消费者对绿色水产品购买意愿较强,但复购率较低;主观规范、行为态度及知觉行为控制均对消费者绿色水产品购买意愿呈正向显著影响;其他因素中,学历与安全信任呈显著正向影响,生产关心呈显著反向影响;道德态度存在部分中介效应,行为态度可通过道德态度间接正向作用于购买意愿。基于研究结论,提出疫情防控常态化下加强对绿色水产品推广、提高政府支持力度及提升公众绿色消费道德等建议。In the post-epidemic period,how to meet the residents’demand for safe and pollution-free aquatic products and promote the transformation and upgrading of green consumption methods has become the focus of common concern of the whole society.Taking the consumer data in coastal areas as a sample,under the framework of TPB theory,the ordered Logit model is used to empirically analyze the purchase intention of consumers of green aquatic products,and the internal mechanism of behavioral attitude influencing purchase intention is deeply explored by means of mediation effect test.The results show that:affected by the epidemic,consumers have a strong willingness to purchase green aquatic products,but the repurchase rate is low;subjective norms,behavior attitudes and perceptual behavior control all have a positive and significant impact on consumers’willingness to purchase green aquatic products;among other factors,academic qualifications and safety trust show a significant positive impact,and production concern shows a significant reverse impact;there is a partial intermediary effect on moral attitudes,and behavioral attitudes can indirectly positively act on purchase intentions through moral attitudes.Based on the research conclusions,it is proposed to strengthen the promotion of green aquatic products,improve government support and enhance the public’s green consumption ethics under the normalization of epidemic prevention and control.

关 键 词：后疫情时代 绿色水产品 购买意愿 计划行为理论 中介效应 

分 类 号：F326.406[经济管理—产业经济]