价格补贴、征税与劝诫政策调节下的绿色消费行为影响机制研究  

Research on the influence mechanism of green consumption behavior under the moderating effect of price subsidies,taxation,and persuasion policies

作　　者：程文亮[1] CHENG Wenliang(School of Economics and Management,Nanyang Normal University,International Joint Laboratory of Watershed Ecological Security in the Water Source Area of the Middle Route of the South to North Water Diversion Project in Henan Province,Nanyang 473061,China)

机构地区：[1]南阳师范学院经济与管理学院,河南省南水北调中线水源区流域生态安全国际联合实验室,河南南阳473061

出　　处：《资源开发与市场》2024年第9期1373-1381,共9页Resource Development & Market

基　　金：2024年河南省软科学项目(编号:242400410159);河南省高校人文社会科学研究项目(编号:2024-ZDJH-301);2023年度河南省副中心城市研究院研究项目(编号:YJY202318);南阳师范学院国家社科基金培育项目(编号:2022PY010)。

摘　　要：研究价格补贴、征税与劝诫3种不同政策工具在绿色素养、价值感知与绿色消费行为意愿之间的影响机制,对采取有效政策工具促进绿色消费行为具有重要价值。从理论与实证出发,探讨了绿色素养、价值感知与绿色消费行为意愿之间的关系,引入了价格补贴、征税与劝诫多种政策工具导向作为情景调节变量,并分析了其在上述关系之中的调节效应。结果表明:①消费者的绿色素养越高,越能正向促进绿色消费行为意愿;②绿色价值感知利得与绿色价值感知利失起并行中介作用,且消费者的绿色素养更能通过绿色价值感知利得正向促进绿色消费行为意愿;③3种政策导向工具都能正向调节绿色素养对绿色价值利得感知之间的关系。在对绿色素养对绿色价值利失感知之间的影响关系中,价格补贴性政策能够显著调节这一影响机制,征税型政策与劝诫型政策导向对这一影响机制调节效应不显著。同时,调节效应图分析显示,不同高低分组的价格补贴政策、征税与劝诫型政策导向对绿色素养对绿色消费行为意愿的调节也有一定的异质性。It is of great significance to study the influencing mechanism of three different policy tools,namely price subsidy,taxation and persuasion Policy,on the relationship between green literacy,value perception and willingness of green consumption behavior,so as to adopt effective policy tools to promote green consumption behavior.Starting from theory and empirical research,this paper explored the relationship between green literacy,value perception,and willingness to engage in green consumption behavior.Multiple policy tools such as price subsidies,taxation,and persuasion were introduced as situational moderating variables,and their moderating effects in the above relationships were analyzed.The results showed that:①The higher the green literacy of consumers,the more they could positively promote their willingness to engage in green consumption behavior.②The benefits and losses of green value perception played a parallel mediating role,and consumers′green literacy was more likely to have a positive willingness to engage in green consumption behavior through the benefits of green value perception.③All three policy oriented tools could positively regulate the relationship between green literacy and perceived green value benefits.In the relationship between the impact of green literacy and the perception of green value gains and losses,price subsidy policies could significantly regulate this impact mechanism,while tax based policies and persuasive policies had no significant moderating effect on this impact mechanism.At the same time,the analysis of the moderating effect diagram showed that there was a certain heterogeneity in the regulation of green literacy on green consumption behavior willingness by price subsidy policies,taxation,and persuasion oriented policies in different high and low groups.

关 键 词：绿色消费行为意愿 价格补贴 绿色素养 绿色价值感知 调节效应 政策工具 

分 类 号：F714[经济管理—产业经济] F274