垃圾分类回收努力对绿色购买意愿的影响  

Impact of Waste Separation and Recycling Efforts on Green Purchase Intentions

作　　者：李茸 毕雯雯[2] LI Rong;BI Wenwen(School of Management and Economics,Beijing Institute of Technology,Beijing 100081,China;School of Economics and Management,Yan'an University,Yan'an 716000,China)

机构地区：[1]北京理工大学管理与经济学院,北京100081 [2]延安大学经济与管理学院,陕西延安716000

出　　处：《经济与管理》2023年第3期49-54,共6页Economy and Management

基　　金：国家自然科学基金项目(71672008);陕西省教育厅项目(20JK0453)。

摘　　要：垃圾分类回收是当前我国构建生态文明社会、推进可持续经济发展的重要举措。基于社会认知理论和温情理论,从认知和情感双视角构建垃圾分类回收努力影响绿色产品购买意愿的机制模型,通过调查526名消费者对二者的溢出关系进行实证检验。研究结果表明:(1)垃圾分类回收努力正向影响消费者的绿色购买意愿,即消费者努力参与垃圾分类回收能显著提升未来购买绿色产品的意愿;(2)感知消费者有效性和温情感发挥着中介作用,与感知消费者有效性相比,温情感的中介作用更强。Waste separation and recycling is an effective measure to reduce solid waste pollution and promote sustainable economic development.Previous studies have focused on the influencing factors of residents'willingness to participate in waste separation and recycling.However,few studies have examined the spillover effects of participating in waste separation and recycling on green purchase behaviors.In this research,we construct a comprehensive spillover mechanism of waste separation and recycling efforts on green purchase intention and examine the effects empirically based on 526 samples in China.The results show that:(1)recycling efforts of waste separation and recycling have a positive effect on green purchase intention,which suggests that engaging in waste separation and recycling lead individuals to purchase green product in the future;(2)perceived consumer effectiveness and warm-glow play the critical mediating roles in the relationship between recycling efforts of separation and recycling waste and green purchase intention.Compared with perceived consumer effectiveness,the mediating effect of a warm-glow is stronger.

关 键 词：垃圾分类回收 回收努力 绿色购买意愿 感知消费者有效性 温情感 

分 类 号：F014.5[经济管理—政治经济学]