“双碳”目标下自我效能如何促进或抑制绿色消费?  

How Dose Self-Efficacy Promote or Inhibit Green Consumption Under the“Dual Carbon”Goals?

作　　者：钱晓燕 QIAN Xiaoyan

机构地区：[1]南京大学商学院 [2]南京工业职业技术大学经济管理学院

出　　处：《当代经济》2025年第3期67-74,共8页Contemporary Economics

基　　金：江苏省高校哲学社会科学基金项目,绿色创新视角下环境治理与企业可持续发展的影响机理与路径研究,编号:2022SJYB0563。

摘　　要：基于绿色消费的多情境特征,使用混合且互补的两个研究,从心理学和组织学两个角度探索自我效能在绿色消费行为中的解释作用。质化分析部分使用扎根理论构建多情境背景下的绿色消费行为自我评价模型。通过量化研究的层次聚类分析发现四种混合自我评价模式,即自我肯定者、自我矛盾者、自我批评者和自我怀疑者,将其与绿色消费行为相关联。再通过单因素方差分析发现,自我肯定者表现出最广泛的绿色消费行为;自我批评者表现出最少的绿色消费行为;自我怀疑对绿色消费产生促进还是抑制的影响,取决于不同水平的自我肯定。Based on the multi-situational characteristics of green consumption,this study employed two complementary approaches to explore the explanatory role of self-efficacy in green consumption behavior from psychological and organizational perspectives.In the qualitative analysis,grounded theory was applied to construct a self-evaluation model of green consumption behavior in multi-situational contexts.Through hierarchical cluster analysis in the quantitative study,four mixed self-evaluation patterns were identified:self-affirmers,self-contradictors,self-critics,and self-doubters,which are associated with green consumption behavior.One-way ANOVA reveals that self-affirmers exhibit the most extensive green consumption behavior,while self-critics demonstrate the least,The influence of self-doubt on green consumption behavior is either promotive or inhibitory,depending on the level of self-affirmation.

关 键 词：绿色消费行为 自我效能 支持挑战 混合研究 

分 类 号：F014.5[经济管理—政治经济学] C936[经济管理—管理学]