“外察”与“内省”:环境威胁引发的绿色消费意愿研究——基于道德情绪的双路径模型  

Research on Gift-giving Behaviors of Adult Children towards their Parents in the Context of Social Transformation in China:Impact of“Vertical Relationship”and“Spatial Distance”on Gifting Behaviors

作　　者：乔时[1] 姚唐[2] 王宁[1] 曹花蕊[3] 易牧农[1] Lin Yin;Fu Guoqun;Zhang Lijun(School of Economics and Management,Communication University of China;Guanghua School of Management,Peking University;International Business School,Shaanxi Normal University)

机构地区：[1]天津财经大学商学院 [2]北京航空航天大学经济管理学院 [3]天津师范大学管理学院

出　　处：《南开管理评论》2024年第1期137-147,I0025,I0026,共13页Nankai Business Review

基　　金：国家自然科学基金项目(72372004);教育部人文社会科学研究青年基金项目(21YJC630156);天津市哲学社会科学规划项目(TJGL15-019)资助。

摘　　要：营销学者在探究绿色消费议题方面做了众多开创性工作,然而针对诱因不同的环境威胁是否及通过怎样的心理路径影响消费者绿色消费意愿的研究仍然匮乏。本文将环境威胁分为自然因素引发的环境威胁和人为因素引发的环境威胁两类,通过4组实验检验了两类环境威胁影响消费者绿色消费意愿的心理机制。研究结果证实了无论哪类环境威胁,都会对绿色产品购买行为产生积极影响,但不同类型的环境威胁会通过差异化认知过程和情绪反应影响绿色产品购买行为。当消费者面对自然因素引发的环境威胁时,其“外察”思维模式会起主导作用,此时敬畏感是促进绿色产品购买意愿的中介变量;当消费者面对人为因素引发的环境威胁时,其“内省”思维模式会起主导作用,此时内疚感是促进绿色产品购买意愿的中介变量。研究也证实了环境威胁对道德情绪的影响会受自然联结性和道德提升感的调节。“Intergenerational gifting”refers to the exchange of gifts between different generations within the same family.In this pa-per,it specifically refers to the act of adult children giving gifts to their parents.In the era of societal transformation and population mobility,a substantial number of young adults have migrated from rural areas or small to medium towns to large cities,resulting in a significant prevalence of adult children living apart from their aging parents.Balancing the pursuit of“personal career”with“the filial duties towards parents”has become an urgent challenge for many younger generations.Building upon the widespread social phenomenon of children giving gifts to their parents as the research context,this paper aims to explore the differences between in-tergenerational gifting within the context of“vertical relationships”and gift-giving in“horizontal relationships”,such as gift-giving between friends or spouses.Additionally,this research investigates the impact of the geographical separation between adult children and their parents on intergenerational gifting behaviors.Based on in-depth interviews with 106 adult children and a grounded theory analysis of the interview texts,the current research seeks to comprehend the motivations and process underlying the gift-giving behaviors of adult children to their parents.The main findings are as follows:Firstly,unlike gift-giving among individuals in equal or“horizontal relationships”,gift-giving from adult children to their parents represents a unidirectional expression of“gratitude”and“reciprocity”guided by filial piety norms,serv-ing a dual function of“expressing filial intentions”and“alleviating the anxiety and guilt experienced by adult children”.Hence,it differs in multiple aspects from gift-giving practices observed in“horizontal relationships”.For example,some adult children may project their sentiments of“care”and“concern”for their parents onto the choice of gifts,interpreting their own concern

关 键 词：环境威胁 绿色消费 道德情绪 

分 类 号：G63[文化科学—教育学]