“趋近”还是“回避”?——敬畏感影响绿色品牌偏好的双路径效应及机制研究  被引量:2

“Approach” or “Avoidance”:A Study of the Dual Pathway Effect and Mechanism of Awe on Green Brand Preferences

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作  者:苏维欢 郭晓东 SU Wei-huan;GUO Xiao-dong(Faculty of Business Administration,Shanxi University of Finance and Economics,Taiyuan,Shanxi,030006,China;School of Management,Wuhan University of Technology,Wuhan,Hubei,430070,China)

机构地区:[1]山西财经大学工商管理学院,山西太原030006 [2]武汉理工大学管理学院,湖北武汉430070

出  处:《经济管理》2024年第4期192-208,共17页Business and Management Journal ( BMJ )

基  金:教育部人文社会科学项目“数字时代平台企业社会责任治理的内涵、影响因素与治理机制研究”(23YJAZH098)。

摘  要:在面对频发的极端气候事件和未知病毒的蔓延时,重申“敬畏他人、敬畏自然、敬畏生命”的伦理态度,坚持人与自然和谐共生、坚持绿色发展显得尤为必要。现有关于敬畏感对绿色消费行为的研究大多仍囿于敬畏感是单一整体的前提,并重点关注了敬畏感的积极面,很少强调敬畏感的消极面对亲环境倾向的效应,更缺乏对积极和消极面双重效价的探讨。并且,现有关于敬畏感对绿色消费的研究并未得出一致的研究结论。本研究考察了“提升性敬畏感”和“威胁性敬畏感”两类敬畏感是否、如何以及在何种情形下影响消费者的绿色品牌偏好。通过五项实验室实验和一项田野实验发现,不同类型的敬畏感会对消费者的绿色品牌偏好产生双路径效应。具体而言,相较于中性条件,提升性敬畏感被诱发的消费者更偏好绿色品牌,因为此类敬畏感激发了消费者的亲社会动机;威胁性敬畏感被诱发的消费者也会表现出对绿色品牌的偏好,因为此类敬畏感更易使消费者形成风险回避动机。本文从个体敬畏感的双重效价出发,为激活绿色消费提供了新的视角,研究结论对企业选择多样化的情绪引导策略、开展绿色营销实践具有重要的理论与现实指导意义。The Confucian concept of awe has a long history,and the survival wisdom of “harmony between heaven and man” has always been embedded in the spiritual core of the Chinese people.However,since the first industrial revolution,human activities have constantly touched the boundaries and bottom lines of natural ecology.Addressing climate change and the spread of unknown viruses is crucial to the sustainable development of the Chinese nation and the future of humanity.The report of the 20th National Congress of the Communist Party of China points out that we should respect,adapt to,and protect nature,and emphasize the promotion of green,ecological,and sustainable development.It is particularly necessary to reiterate the traditional value concept of “having awe in our hearts and stopping at the limit”.Cultivating green consumption awareness is particularly important.In consumption decisions,how to inspire consumers' awe,increase consumers' preference for green brands/products,is a problem that governments and enterprises urgently need to address.Therefore,it is worth further exploring and studying the intrinsic mechanism of how awe affects green consumption preferences,as well as the theoretical explanation mechanism behind it.Most of the existing research on awe and green consumption behavior is still limited to the premise that awe is a single whole,and focuses on the positive aspects of awe,rarely emphasizing the negative effects of awe on pro-environmental tendencies,and lacking a discussion of the dual valence of positive and negative aspects.Moreover,existing research on awe and green consumption has not reached consistent conclusions.This article examines whether,how,and under what circumstances “enhanced awe” and “threatened awe” affect consumers' preference for green brands.Through five laboratory experiments and one field experiment,it is found that different types of awe have a dual-path effect on consumers' preference for green brands.Specifically,compared to neutral conditions,consumers who a

关 键 词:提升性敬畏感 威胁性敬畏感 绿色品牌偏好 双路径效应 

分 类 号:F274[经济管理—企业管理]

 

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