“双碳”目标下消费者绿色消费意愿影响因素研究  

The Factors Influencing Consumers’Green Consumption Intention Under the“Dual Carbon”Goals

作　　者：韩颖 赵春燕 HAN Ying;ZHAO Chunyan(School of Economics,Tongling University,Tongling 244000,China;School of Accounting,Tongling University,Tongling 244000,China)

机构地区：[1]铜陵学院经济学院,安徽铜陵244000 [2]铜陵学院会计学院,安徽铜陵244000

出　　处：《四川轻化工大学学报（社会科学版）》2024年第3期56-66,共11页Journal of Sichuan University of Science & Engineering：Social Sciences Edition

基　　金：安徽省哲学社会科学规划青年项目(AHSKQ2020D78)。

摘　　要：绿色消费意愿是指在购买商品或服务时,消费者愿意选择环保可持续的产品,以减少对环境的负面影响。近年来,随着经济快速发展,环境问题日益突出,增强消费者生态意识,促进绿色消费对实现“双碳”目标具有重要意义。本研究基于计划行为理论,以中国18岁以上消费者为调查对象,设计消费者生态意识、绿色生活方式和绿色消费意愿的关系量表,通过模型验证假设,从人与自然的关系角度探讨生态意识对绿色消费意愿的作用机制,并分析绿色生活方式的中介作用。文章利用SPSS统计软件,采用探索性因子分析法和建立回归模型等方法对509份有效样本数据进行实证分析。结果表明:(1)生态意识可分为生态危机意识和生态认知两个维度,绿色生活方式可分为循环利用、节能和绿色出行三个维度。(2)生态意识对绿色消费意愿具有正向促进作用。(3)生态意识通过绿色生活方式正向影响绿色消费意愿。基于结论,提出加强消费者环保宣传和教育、扩大绿色消费、企业增加绿色产品供应和销售力度、发展二手商品交易市场的建议。Green consumption intention refers to the willingness of consumers to choose environmentally friendly and sustainable products when purchasing goods or services in order to reduce negative impacts on the environment.In recent years,with the rapid development of the economy,environmental issues have become increasingly prominent.Enhancing ecological consciousness and promoting green consumption are of great significance for achieving the“dual carbon”goals.This study is based on the theory of planned behavior with Chinese consumers aged 18 and above as the survey subjects.A relationship scale between consumer ecological consciousness,green lifestyle,and green consumption intention is designed.Hypotheses are verified through models,and the mechanism of the effect of ecological consciousness on green consumption intention is explored.The mediating role of green lifestyle is analyzed.The paper uses SPSS statistical analysis software,exploratory factor analysis,and regression model building methods to empirically analyze 509 valid sample data.The research results indicate that:(1)Ecological consciousness can be divided into two dimensions:ecological crisis consciousness and ecological cognition,and green lifestyle can be divided into three dimensions:recycling,energy conservation,and green travel.(2)Ecological consciousness has a positive promoting effect on green consumption intention.(3)Ecological consciousness positively influences green consumption intention through green lifestyle.Based on the conclusion,suggestions are put forward to strengthen consumers’environmental awareness and education,expand green consumption,increase the supply and sales of green products by enterprises,and develop the second-hand commodity trading market.

关 键 词：生态意识 绿色生活方式 绿色消费意愿 探索性因子分析 回归分析 

分 类 号：F713[经济管理—产业经济]