环境意识对低碳森林食品购买意愿的影响——基于中介和调节效应的实证分析  

The Impact of Environmental Awareness on Purchase Intention of Low-carbon Forest Foods-An Empirical Analysis Based on Mediating and Moderating Effects

作　　者：孙文静 屈峰[1] 叶倩倩 SUN Wenjing;QU Feng;YE Qianqian(College of Economics and Management,Fujian Agriculture and Forestry University,Fuzhou 350002,China)

机构地区：[1]福建农林大学经济与管理学院,福州350002

出　　处：《林业经济问题》2024年第3期314-323,共10页Issues of Forestry Economics

基　　金：福建省习近平新时代中国特色社会主义思想研究中心重大项目(FJ2023XZZ010);福建省社科基地生态文明中心重大项目(FJ2023JDZ031)。

摘　　要：基于Ologit回归模型对559份消费者的问卷调查数据进行回归分析,探讨消费者环境意识对低碳森林食品购买意愿的影响机制。实证结果显示:环境意识正向影响消费者对森林食品的消费意愿;碳标签作为判断低碳消费的重要标准之一,消费者对碳标签产品的认知在环境意识对低碳森林食品购买意愿关系中具有中介效应;低碳产品信任度正向调节了环境意识对低碳森林食品购买意愿的影响。据此,提出了加强对消费者的低碳教育,培养消费者的生态环境意识;普及碳标签相关知识,加深消费者对碳标签产品的认知与理解;增强消费者对低碳产品的信任水平,助力消费者生活绿色转型的对策建议。⑴Background——Carbon labeling,as an effective means for countries to achieve low-carbon goals,has become a passport for international trade.With the spread of green low-carbon concept and the development of forest economy,forest foods have become an important part of people’s diet consumption,and play an increasingly important role in sustainable food consumption and forestry economy.In the globalization of green development,consumers’ecological behaviors and forward-looking ecological education are of great significance to promote the sustainable development of China’s ecological culture and ecological technology.Understanding the impact of environmental awareness on consumers’behaviors and its realization paths is helpful to cultivate consumers’ecological environmental awareness and promote the construction of ecological civilization.⑵Methods——Based on theoretical analysis,this paper proposed research hypotheses,and selected consumers’purchase intention of low-carbon forest foods as the explained variable,consumers’environmental awareness as the core explanatory variable,cognition of carbon label products as the mediating variable,trust in low-carbon products as the moderating variable,and individual characteristics as the control variables.The research data was collected from 559 valid questionnaires obtained from December 2023 to February 2024.This paper first studied the collinearity and correlation among the variables,then analyzed the impact mechanism of environmental awareness on consumers’purchase intention of forest food using the Ologit model,and tested the mediating effect of cognition of carbon label products and the moderating effect of trust in low-carbon products using the Bootstrap sampling method.Finally,the regression model was replaced by the Ologit model for robustness analysis,which provided data support for the conclusions.⑶Results——Environmental awareness has a positive impact on consumers’purchase intention of low-carbon forest foods.The more consumers p

关 键 词：碳标签 低碳森林食品 购买意愿 环境意识 

分 类 号：F326.27[经济管理—产业经济]