不同类型可持续消费行为对消费者幸福感的影响机理研究  

Impact of Different Types of Sustainable Consumption Behaviors on Consumer Well-being

作　　者：史毅然 吴水龙[1] 袁永娜 SHI Yiran;WU Shuilong;YUAN Yongna(Beijing Institute of Technology,Beijing 100081;University of Chinese Academy of Sciences,Beijing 100049)

机构地区：[1]北京理工大学管理与经济学院,北京100081 [2]中国科学院大学公共政策与管理学院,北京100049

出　　处：《经济与管理研究》2024年第4期24-37,共14页Research on Economics and Management

基　　金：国家自然科学基金面上项目“如何促进绿色消费?外部线索在绿色消费行为全过程中的影响效应及作用条件研究:动态演进的视角”(72272012);国家自然科学基金面上项目“基于碳标签的中国居民消费碳减排政策体系研究”(72174190)。

摘　　要：随着可持续消费观念深入人心,越来越多学者开始关注消费者幸福感与可持续消费行为之间的关系。本文基于自我决定理论,探讨规范型和自我增强型可持续消费行为对消费者幸福感的影响机制,分析需求满足感在两者关系中的中介作用,以及自我建构在两者关系中的调节效应。研究结果显示:规范型和自我增强型可持续消费行为对消费者幸福感具有正向促进作用;需求满足感在规范型和自我增强型可持续消费行为与消费者幸福感的关系之间具有中介作用;自我建构类型在规范型可持续消费行为对消费者需求满足感的影响关系中具有调节作用,即相较于独立型自我建构,依存型自我建构的消费者在进行规范型可持续消费后的需求满足感更强。本文的研究发现揭示了不同类型的可持续性消费行为影响消费者幸福感的作用机理及影响边界,对于引导企业制定增强消费者幸福感的可持续营销策略具有实践意义。Investigating the impact of sustainable consumption behavior on consumer well-being causes a prominent and pressing concern among scholars.However,there is a scarcity of studies that comprehensively analyze the impact of different types of sustainable consumption behaviors on consumer well-being.Moreover,sustainable consumption often raises additional costs for consumers,and they need to make trade-offs between selfsacrifice and environmental benefits.In this case,sustainable consumption may not necessarily enhance consumer well-being.Grounded in self-determination theory,this paper examines the impact of normative and self-enhancing sustainable consumption behaviors on consumer well-being.Additionally,it tests the mechanisms underlying need satisfaction and delves into the role played by consumers’self-construction types within this context.This paper draws the following conclusions.First,normative and self-enhancing sustainable consumption behaviors have positive effects on consumer well-being.Second,need satisfaction plays a mediating role in the relationship between sustainable consumption behaviors and consumer well-being.Third,the type of self-construction can moderate the relationship between sustainable consumption behaviors and need satisfaction.The possible contributions are as follows.On the one hand,this paper explores the impact of sustainable consumption behaviors on consumer well-being from a new perspective,enriching the antecedent research.On the other hand,it points out the role of need satisfaction in the impact of sustainable consumption on consumer wellbeing.This provides a deeper understanding of the motivation and inner feelings of consumers’sustainable consumption behaviors and expands the application of self-determination theory.Moreover,it introduces selfconstruction as the moderating variable,exploring the boundary conditions of consumers’self-construction types in the impact of sustainable consumption behaviors on consumer well-being.The research findings provide valuable insight

关 键 词：规范型可持续消费行为 自我增强型可持续消费行为 消费者幸福感 需求满足感 自我决定理论 自我建构 

分 类 号：F014.5[经济管理—政治经济学]