摘要
基于感知价值理论与信任理论,构建一个链式多重中介模型,探究我国居民的环境价值观对绿色消费行为的作用机制。运用Bootstrap置信区间方法对650份样本进行实证检验,结果表明,环境价值观对绿色消费意图存在直接路径,利他价值观、利生态价值观对绿色消费意图均存在显著正向影响,而利己价值观对绿色消费意图无影响;绿色感知价值在利他价值观、利生态价值观与绿色消费意图之间起部分中介作用;绿色感知价值与绿色信任的链式中介路径在利他价值观、利生态价值观与绿色消费意图之间起部分中介作用。文章重新解读了当代人的环境价值观,有助于从价值观层面引导和驱动我国居民进行绿色消费。
作者
盛光华 (1962- ),女,吉林大学商学院教授、博士研究生导师,主要研究方向为绿色消费与绿色营销。
岳蓓蓓 (1992- ),女,吉林大学商学院博士研究生,主要研究方向为绿色消费与绿色营销。
葛万达 (1991- ),齐鲁工业大学(山东省科学院)管理学院讲师,主要研究方向为区域经济与环境营销。
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