大学生绿色消费意向到行为的转化——基于绿色消费情境的调节作用分析  

The transformation from college students' green consumption intention to their actual behavior——An analysis based on the moderating effect of green consumption context

作　　者：谢国富 林丽梅 何秀玲 XIE Guofu;LIN Limei;HE Xiuling(The Communist Youth League Committee,Fujian Agriculture and Forestry University,Fuzhou,Fujian 350002,China;College of Public Affairs,Fujian Jiangxia University,Fuzhou,Fujian 350108,China;College of Marxism,Fujian Agriculture and Forestry University,Fuzhou,Fujian 350002,China)

机构地区：[1]福建农林大学团委,福建福州350002 [2]福建江夏学院公共事务学院,福建福州350108 [3]福建农林大学马克思主义学院,福建福州350002

出　　处：《福建农林大学学报(哲学社会科学版)》2024年第6期67-77,共11页Journal of Fujian Agriculture and Forestry University(Philosophy and Social Sciences)

基　　金：福建省中青年马克思主义理论学术骨干培育计划项目(JSG2023009);福建省社会科学基金一般项目(FJ2024B133)。

摘　　要：基于计划行为理论和态度—行为—情境理论,构建大学生绿色消费意向与行为响应及其情境调节效应的理论模型,利用福建省6所高校的1 240份大学生问卷获取数据,实证分析大学生绿色消费意向对绿色消费行为的影响及绿色消费情境的调节作用。研究发现:绿色消费成本分担意向、方式采纳意向和绿色倡导意向对大学生绿色消费行为转化均具有显著的正向影响;绿色消费激励政策对大学生绿色消费行为转化具有显著的正向调节效应;绿色标识制度执行对大学生环保消费和节能消费行为转化均具有显著的正向调节效应;绿色消费便利条件对大学生环保消费、节能消费和循环消费行为转化均具有显著的正向调节效应。据此提出,要降低绿色消费成本、加强绿色消费宣传教育、完善绿色消费政策体系、健全绿色产品标准执行制度、加强绿色产品供给和服务供给,以推动大学生绿色消费意向到行为的转化。Based on the theories of planned behavior and attitude-behavior-condition,this study constructed a theoretical model of college students' green consumption intention and behavioral response as well as the conditional moderation effect.Data obtained from 1 240 college students' questionnaires from 6 universities in Fujian province were used to empirically analyze the impact of college students' green consumption intention on their green consumption behaviors and the moderating effect of green consumption conditions.The study found that green consumption cost-sharing intention,mode adoption intention,and green advocacy intention have significant positive influences on the transformation of college students' green consumption behavior.Green consumption incentive policy has a significant positive moderation effect on the transformation of college students' green consumption behavior.The implementation of the green labeling system has a significant positive moderation effect on the transformation of college students' environmentally friendly consumption and energy-saving consumption behaviors.Green consumption convenience condition has a significant positive moderation effect on the transformation of college students' environmentally friendly consumption,energy-saving consumption and recycling consumption behaviors.Accordingly,it is proposed to reduce the cost of green consumption,strengthen the publicity and education on green consumption,improve the green consumption policy system,improve the implementation system of green product standards,and strengthen the supply of green products and services,so as to promote the transformation of college students' green consumption intention to behaviors.

关 键 词：大学生 绿色消费意向 绿色消费行为 绿色消费情境 

分 类 号：D432.62[政治法律—政治学]