生态标签对消费者可降解塑料袋使用行为的影响机制研究  

Study on the Influence Mechanism of Eco-label on Consumer's Behavior about Using Degradable Plastic Bags

作　　者：杜建国[1] 储昭婵 DU Jianguo;CHU Zhaochan(School of Management,Jiangsu University,Zhenjiang 212013,China)

机构地区：[1]江苏大学管理学院,江苏镇江212013

出　　处：《物流科技》2023年第23期20-25,共6页Logistics Sci-Tech

基　　金：江苏省社会科学基金重点项目“江苏化工污染场地生态修复责任追溯机制与激励策略研究”(22GLA007);江苏省社会科学基金项目“江苏民营企业高质量驱动机制及提升路径研究”(21GLB016);国家自然科学基金面上项目“面向全链接担责的关闭企业遗留污染治理责任传导机理及追溯机制研究”(72174076);国家自然科学基金面上项目“面向排污权有偿使用和交易的企业环境行为分析及其引导性机制重构”(71974081)。

摘　　要：构建标签认知、标签信任、环境关心、行为意向和可降解塑料袋使用行为的模型,探讨可降解标签对消费者可降解塑料袋使用行为的影响路径。采用问卷调查的方法对消费者采集数据,并运用结构方程模型法对数据进行处理和分析。研究发现:(1)标签认知对行为意向有显著正向影响;(2)标签信任对行为意向有显著正向影响,且比标签认知的影响更大;(3)标签信任可中介标签认知与行为意向的联系,行为意向可中介标签认知和可降解塑料袋使用行为的联系,标签认知可通过标签信任影响行为意向,进而影响可降解塑料袋使用行为;(4)消费者的环境关心无法调节标签认知对行为意向的影响。In order to explores the influence mechanism of biodegradable label on consumers'use behavior of biodegradable plastic bags,this paper constructs the model of label co-gnition,label trust,environmental concern,behavioral intention and behavior about using biodegradable plastic bags.Questionnaire survey is used to collect data from consumers,and structural equation model is used to process and analyze the data.The results show that:(1)Label cognition has a positive influence on behavioral intention;(2)Label trust has a significant positive impact on consumer behavior intention,and has a greater impact on consumer behavior intention than label cognition;(3)Label trust can partially mediate the relationship between label cognition and behavioral intention,and behavioral intention can mediate the relationship between label cognition and use behavior.Label cognition can affect behavioral intention through label trust,and then affect the behavior about using biodegradable plastic bags;(4)Consumers'environmental concern cannot moderate the influence of label cognition on behavioral intention.

关 键 词：标签认知 标签信任 环境关心 生态标签 可降解塑料袋使用行为 

分 类 号：F403.3[经济管理—产业经济]