绿色消费波动性的道德心理解释  

A Moral-Psychological Explanation of Green Consumption Volatility

作　　者：杨晓莉 车小丽 YANG Xiao-li;CHE Xiao-li(Gansu Key Laboratory of Behavioral and Mental Health,School of Psychology,Northwest Normal University,Lanzhou 730070,China)

机构地区：[1]西北师范大学心理学院,甘肃省行为与心理健康重点实验室,兰州730070

出　　处：《中国临床心理学杂志》2024年第5期1085-1089,共5页Chinese Journal of Clinical Psychology

基　　金：国家自然科学基金地区科学基金项目(32360211)的资助。

摘　　要：绿色消费的波动性包括绿色消费的许可效应和净化效应。绿色消费的许可效应是指绿色消费后减少绿色行为或变得自私、做出不道德行为,绿色消费的净化效应是指做出非绿色行为或不道德行为后增加绿色消费。本文依据道德信誉模型、道德证书模型、道德净化效应解释了绿色消费的波动性、产生的原因,以及怎样减少绿色消费的波动。未来研究可进一步探讨价格敏感性、文化等其他因素对绿色消费行为波动性的影响,为促进人们绿色消费的稳定性提供建议。The volatility of green consumption includes the licensing effect and the cleansing effect of green consumption.The licensing effect of green consumption refers to the reduction of green behaviors or becoming selfish and committing unethical behaviors after green consumption,and the cleansing effect of green consumption refers to the increase of green consumption after committing non-green behaviors or unethical behaviors.This paper explains the volatility of green consumption,the reasons for it,and how to reduce the volatility of green consumption based on the moral credit model,the moral certificate model,and the moral cleansing effect.Future research can further explore the impact of other factors such as price sensitivity and culture on the volatility of green consumption behavior,and provide suggestions for promoting the stability of people's green consumption.

关 键 词：绿色消费 许可效应 净化效应 道德净化 

分 类 号：R395.6[哲学宗教—心理学]