消费者为何会落入绿色消费陷阱——绿色消费对过度消费的影响研究  

Why Do Consumers Fall into Green Consumption Trap?The Impact of Green Consumption on Overconsumption

作　　者：施卓敏[1] 张彩云 Shi Zhuomin;Zhang Caiyun(School of Business,Sun Yat-sen University)

机构地区：[1]中山大学管理学院

出　　处：《南开管理评论》2023年第2期17-26,共10页Nankai Business Review

基　　金：国家自然科学基金项目(72072186,71572205)资助。

摘　　要：已有研究多关注绿色消费的激励机制,对绿色消费的后续影响研究不充分。绿色消费具有利他性社会象征意义,然而激励绿色消费却可能适得其反,导致过度消费这样的不环保行为产生,形成“绿色消费陷阱”。本文基于道德许可效应中的道德凭证模型,通过三项实验证明:与传统消费相比,进行绿色消费会增强个体随后的过度消费倾向,并在无意识中合理化过度消费行为,使消费者落入“绿色消费陷阱”。其作用机理是绿色消费会提高消费者的道德形象感知,为其随后的过度消费提供道德凭证。为了规避“绿色消费陷阱”,对绿色产品进行利己型诉求而非利他型诉求能够有效削弱消费者的过度消费倾向。Previous studies have predominantly focused on the promotion of green consumption,while limited research has been conducted on the subsequent effects of green consumption.Green consumption is often viewed as a symbol of altruism,leading many to assume that individuals who engage in green consumption will consistently maintain these behaviors in the future.However,this article argues that indiscriminately encouraging green consumption may be counterproductive,as it will lead to overconsumption that is not environmentally friendly,and eventually create a“green consumption trap”.Drawing upon the moral credentials model of the moral licensing effect,this article investigates the underlying mechanism of the“green consumption trap”and explores potential coping strategies through three experimental studies.The findings reveal that the mechanism of the“green consumption trap”is associated with the moral credentials model of the moral licensing effect rather than the moral credits model.Specifically,green consumption provides credentials for the moral image of individuals,which increases the subsequent tendency of individuals to over consume and makes individuals unconsciously rationalize their overconsumption behavior.In this process,individuals'perception of their positive moral image is only enhanced by green consumption,but not reduced by overconsumption.In order to avoid the“green consumption trap”,this article suggests that,compared with altruistic appeals,employing egoistic appeals for green products can weaken the connection between green consumption and altruistic symbolism,so as to effectively reduce consumers'tendencies toward overconsumption.In terms of theoretical contribution,this article clarifies the existence form of the moral licensing effect in the“green consumption trap”which contributes to the development of the moral licensing effect in the field of marketing.In terms of practical implication,the proposed coping strategies offer insights into mitigating the moral licensing effect

关 键 词：绿色消费 过度消费 道德许可效应 合理化 产品诉求 

分 类 号：F724[经济管理—产业经济] F274