链式中介:企业绿色创新影响消费者绿色消费意愿的中间机制研究  

Chain Mediation: Research on the Intermediary Mechanism of CorporateGreen Innovation Affecting Consumers’ Green Consumption Intention

作　　者：魏华飞[1] 张敏 WEI Huafei;ZHANG Min(School of Business,Anhui University,Hefei 230601,Anhui,China)

机构地区：[1]安徽大学商学院,安徽合肥230601

出　　处：《昆明理工大学学报(社会科学版)》2025年第1期115-126,共12页Journal of Kunming University of Science and Technology(Social Sciences)

摘　　要：推动消费者践行绿色消费对实现我国“双碳”战略目标至关重要。当前研究的热点聚焦于企业如何通过绿色创新来有效促进消费者的绿色消费行为。基于情感信息理论,深入探究了企业绿色创新作用于消费者绿色消费意愿的中间机制,并通过SPSS/AMOS等数据分析软件对420份有效样本数据进行实证检验,结果表明:企业绿色创新能够正向影响消费者绿色消费意愿;同时,在这一过程中,绿色价值感知与绿色情感起到了部分中介作用,且具有链式中介效应,即企业绿色创新会先影响消费者的绿色价值感知,消费者基于此感知进而产生绿色情感,这种绿色情感又进一步影响绿色消费意愿,此为链式中介的路径体现。另外,绿色广告在企业绿色创新与消费者绿色消费意愿关系中起着正向调节作用,且在企业绿色创新与绿色价值感知、绿色情感之间的关系也具有正向调节作用。In the process of achieving China's“dual carbon”strategic goal,the implementation of consumers’green consumption is very important.Therefore,how to promote consumers’green consumption through corporate green innovation has become a key issue at present.Based on the affective information theory,this paper explores the intermediate mechanism of the effect of enterprise green innovation on consumers'green consumption intention.SPSS/AMOS and other data analysis software were used for hierarchical regression analysis,and 420 valid sample data were empirically tested.The results show that corporate green innovation can positively affect consumers’green consumption intention.At the same time,in this process,green value perception and green emotion play a partial mediating role,and have a chain mediating effect.Specifically,corporate green innovation will first affect consumers’green value perception,and consumers will generate green emotion based on this perception,which further affects green consumption intention,which is the embodiment of chain mediation.In addition,green advertising plays a positive moderating role in the relationship between corporate green innovation and consumers'green consumption intention,and also plays a positive moderating role in the relationship between corporate green innovation and green value perception and green emotion.Therefore,the research conclusions provide a theoretical basis and practical reference for enterprises to promote consumers to implement green consumption behaviors through green innovation.

关 键 词：绿色创新 绿色消费意愿 绿色价值感知 绿色情感 中间机制 链式中介作用 

分 类 号：X322[环境科学与工程—环境工程] F274[经济管理—企业管理] F273.1[经济管理—国民经济] F713.55