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      2. 環境素養對消費者綠色消費行為的影響研究
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        江南大學商學院

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        X22

        基金項目:

        國家自然科學基金項目(面上項目,重點項目,重大項目)


        Research on the influence of environmental literacy on consumers"" green consumption behavior
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        School of Business,Jiangnan University

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          摘要:

          文章基于蘇、皖兩省的839份實地調研數據,結合環境素養理論和行動階段理論,將行為意向分為目標意向和執行意向兩個階段,運用結構方程模型分析了環境素養對消費者綠色消費行為的影響。實證結果表明:環境素養的四個維度,即環境價值觀、環境責任感、環境問題感知和環境行為技能等,均通過綠色消費意向對綠色消費行為產生間接影響,符合行動階段理論的影響機理。其中,環境價值觀通過綠色消費執行意向對綠色消費行為產生顯著的正向影響;環境責任感、環境行為技能通過綠色消費目標意向和綠色消費執行意向兩個中介變量對綠色消費行為產生正向影響,并且綠色消費目標意向顯著影響綠色消費執行意向;環境問題感知對綠色消費行為的影響則遵循“環境問題感知-綠色消費目標意向-綠色消費執行意向-綠色消費行為”的路徑,且對綠色消費行為存在顯著的負向影響?;诖?,為進一步促進綠色消費行為,文章從政府、企業和消費者三個角度提出了相應的政策建議。

          Abstract:

          Based on 839 field survey data from Jiangsu Province and Anhui Province, combined with the theory of environmental literacy and the theory of action stage, this paper divides the behavioral intention into two stages: goal intention and execution intention, and analyzes the impact of environmental literacy on consumers' green consumption behavior by using structural equation model. The empirical results show that the four dimensions of environmental literacy, namely, environmental values, environmental responsibility, environmental problem perception and environmental behavior skills, all have an indirect impact on green consumption behavior through green consumption intention, which conforms to the impact mechanism of action stage theory. Among them, environmental values have a significant positive impact on green consumption behavior through green consumption execution intention; environmental responsibility and environmental behavior skills have a positive impact on green consumption behavior through green consumption goal intention and green consumption execution intention, and green consumption goal intention has a significant impact on green consumption execution intention; environmental problem perception has a positive impact on green consumption behavior The impact of green consumption behavior follows the path of "environmental awareness - green consumption goal intention - green consumption execution intention - green consumption behavior", and has a significant negative impact on green consumption behavior. Based on this, in order to further promote green consumption behavior, this paper puts forward corresponding policy recommendations from the government ,enterprises and consumers.

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        • 收稿日期:2020-02-18
        • 最后修改日期:2020-05-13
        • 錄用日期:2020-05-17
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