家电产品能效信息认知对消费者绿色购买行为的影响——一个有调节的中介模型  

The Impact of Energy Efficiency Information Cognition of Household Appliances on Consumers'Green Purchase Behavior——A Moderated Mediation Model

作　　者：梅蕾[1] 孙洋 孙立峰 MEI Lei;SUN Yang;SUN Lifeng(College of Economics and Management,Inner Mongolia U niversily of Science and Technology,Baotou 014010,China)

机构地区：[1]内蒙古科技大学经济与管理学院,内蒙古包头014010

出　　处：《济宁学院学报》2024年第4期45-55,共11页Journal of Jining University

基　　金：2023年内蒙古自治区自然科学基金项目“内蒙古城镇居民绿色消费行为的驱动机理研究”(2023MS07008);2023年内蒙古自治区自然科学基金项目“参照群体影响个体低碳产品购买行为的神经机制及预测研究”(2023MS07001);2024年内蒙古自治区研究生科研创新项目“能效标识的信息传递对消费者绿色节能家电购买行为的影响———基于眼动追踪技术”。

摘　　要：购买绿色节能家电有助于降低家庭能耗、控制碳排放,也有助于促进制造企业生产的绿色转型。以家电产品的能效标识为研究对象,参照ABC态度模型构建了一个有调节的中介模型,重点考察绿色价值和感知付出在能效信息认知与绿色购买行为之间的中介作用以及自然联结感的调节作用。研究发现:能效信息认知正向影响消费者的绿色购买行为,绿色价值和感知付出对消费者绿色购买行为起部分中介作用;绿色价值和感知付出在能效信息认知与绿色购买行为之间起链式中介作用;自然联结感正向调节能效信息认知与绿色价值之间的关系,而对能效信息认知与感知付出的关系起不到调节作用。基于研究结果,从增强公众对能效标识的认知,提升消费者绿色价值感知,注重培养公众的自然联结感等方面提出对策建议,可以为政府推进绿色消费政策和家电企业营销管理提供参考。The purchase of green energy-saving appliances helps to reduce household energy consumption,control consumer carbon emissions,and promotes the green transformation of manufacturing enterprises.Taking the energy efficiency label of household appliances as the research object,a moderated mediation model is constructed with reference to the ABC attitude model,focusing on the mediating role of green value and perceived effort between energy efficiency information cognition and green purchase behavior and the moderating role of natural connection.The cognition of energy efficiency information has a positive impact on consumers'green purchase behavior,while green value and perceived effort play a partial mediating role in consumers'green purchase behavior.The sense of natural connection positively regulates the relationship between energy efficiency information cognition and green value,but does not regulate the relationship between energy efficiency information cognition and perceived effort.Based on the research results,this paper puts forward countermeasures and suggestions from the aspects of enhancing the public's awareness of energy efficiency labeling,enhancing consumers'perception of green value,and paying attention to cultivating the public's sense of natural connection,so as to provide reference for the promotion of government policies to promote green consumption and the marketing management of household appliance enterprises.

关 键 词：能效信息认知 绿色价值 感知付出 绿色购买行为 自然联结感 

分 类 号：F713[经济管理—产业经济]