中国居民可持续消费“知-信-行”影响关系研究——基于1730份问卷调研的实证研究  

Assessment of Knowledge,Attitude and Behavior toward Sustainable Consumption of Chinese Residents and Their Relationships——An Empirical Study Based on 1730 Questionnaires

作　　者：肖峰 韩兆洲[2,3] Xiao Feng;Han Zhaozhou(College of Information and Intelligence,Hunan Agricultural University;School of Economics,Jinan University)

机构地区：[1]湖南农业大学信息与智能科学技术学院 [2]暨南大学 [3]广州华商学院

出　　处：《调研世界》2025年第3期52-62,共11页The World of Survey and Research

基　　金：湖南省社会科学基金青年项目“新发展阶段可持续消费的界定、行为度量和影响因素研究”(23YBQ067);国家社会科学基金重点项目“粤港澳大湾区协调发展机制体系统计测度和决策支持系统研究”(19ATJ004);湖南省教育厅优秀青年项目“中国区域新型城镇化与居民消费关系的建模研究”(23B0224)的资助。

摘　　要：采取可持续消费模式是加快生态文明体制改革、建设美丽中国的应有之意,更是中国政府落实联合国《2030年可持续发展议程》的必然要求。本文基于“知—信—行”理论,利用调研所获得的1730份问卷资料,运用描述性统计、结构方程模型和多群组分析的方法,研究中国居民可持续消费知识、态度和行为状况及其关系,得到以下研究结论:第一,中国居民可持续消费知识水平还有待提高,可持续消费态度与行为之间存在“态度—行为”缺口。第二,可持续消费知识和态度对可持续消费行为均具有显著正向影响,可持续消费知识也显著正向影响可持续消费态度。第三,基于人口统计变量的多群组分析显示,男性、年龄小的消费者可持续消费知识对可持续消费行为的影响更显著,而女性、年龄大的消费者可持续消费知识对可持续消费态度、可持续消费态度对可持续消费行为的影响效应更大;受教育程度高、已婚和收入高者的可持续消费知识和态度影响更显著;学生和职业相对稳定的消费者可持续消费知识及可持续消费态度影响效应更为突出。为此,应充分发挥政府节能表率作用,积极履行企业社会责任,加强可持续消费知识宣传和教育,对不同群体采取针对性的可持续消费策略,以提升中国居民可持续消费认知水平,树立积极健康的可持续消费态度,进而提高中国居民可持续消费参与意愿。Adopting sustainable consumption patterns is an indispensable part of the ecological system reform and building beautiful China,and an inevitable requirement for Chinese government to implement the United Nations 2030 Agenda for Sustainable Development.Based on the“knowledge-attitude-behavior”theory,using 1730 questionnaire data obtained from a survey,this article uses descriptive statistics,structural equation model and multi-group analysis methods to assess the level of knowledge,attitude,and behavior of Chinese residents’sustainable consumption and their relationships.The results show that:(1)The level of sustainable consumption knowledge of Chinese residents needs to be improved,and there is an attitude-behavior gap in sustainable consumption.(2)Sustainable consumption knowledge and attitude have a significant positive impact on sustainable consumption behavior,and sustainable consumption knowledge also has a significant positive impact on sustainable consumption attitude.(3)The demographic multi-group analysis results show that men and young consumers’sustainable consumption knowledge influences sustainable consumption behavior more significantly,while women and older consumers’sustainable consumption knowledge has a greater effect on sustainable consumption attitude and their sustainable consumption attitude has a greater effect on sustainable consumption behavior.Individuals with higher education,marriage,and higher income levels have stronger sustainable consumption knowledge and attitude influence.In addition,the effects of sustainable consumption knowledge and sustainable consumption attitude on students and consumers with relatively stable careers are more prominent.Relevant suggestions are finally put forward:the government should give full play to its role as an example of energy conservation,enterprises actively fulfill their social responsibilities,consumers should strengthen the gaining of sustainable consumption knowledge,and different groups should have targeted sustainable consumption

关 键 词：可持续消费 消费知识 消费态度 消费行为 结构方程模型 

分 类 号：F222[经济管理—国民经济]