情感视角下社会规范对绿色购买意愿的影响研究  

Research on the Influence of Social Norms on Green Purchase Intention from the Perspective of Emotion

作　　者：郭相春 闫君沛 Guo Xiangchun;Yan Junpei(Business School,Henan University of Science and Technology,Luoyang 471000,China;School of Business Administration,Henan Polytechnic University,Jiaozuo 454000,China)

机构地区：[1]河南科技大学商学院,河南洛阳471000 [2]河南理工大学工商管理学院,河南焦作454000

出　　处：《洛阳师范学院学报》2024年第8期40-44,共5页Journal of Luoyang Normal University

摘　　要：基于规范焦点理论,通过情景实验和问卷调查相结合的方法,从消费者情感角度研究不同社会规范对绿色购买意愿的影响及其内在心理传递机制,并进一步研究消费者绿色涉入度的边界影响.研究表明:社会规范对消费者绿色购买意愿有显著的促进作用,但不同类型社会规范对绿色购买意愿的影响无显著性差异;预期内疚在社会规范对绿色购买意愿的影响路径上发挥中介作用;绿色涉入度调节社会规范对预期内疚的影响.Based on the normative focus theory,the researchers explored the influence of different social norms on green purchase intention and its internal psychological transmission mechanism from the perspective of consumers’emotions through situational experiments and questionnaires,and further analyzed the boundary influence of consumers’green involvement.The results shows that social norms have a significant role in promoting consumers’green purchase intention,but there is no significant difference in the impact of different types of social norms on green purchase intention.Furthermore,anticipated guilt plays an intermediary role in the influence path of social norms on green purchase intention;green involvement moderates the impact of social norms on anticipated guilt.

关 键 词：社会规范 绿色购买意愿 预期内疚 绿色涉入度 

分 类 号：F713.55[经济管理—市场营销]