道德認同與綠色消費—環(huán)保自我擔當?shù)闹薪樽饔?/H1>
發(fā)布時間：2018-05-01 15:00
本文選題：綠色消費 + 道德認同��； 參考：《南開大學》2014年博士論文
【摘要】：空氣污染、全球變暖、能源危機等環(huán)境問題越發(fā)嚴重,環(huán)境保護和可持續(xù)發(fā)展等關系人類生存發(fā)展的課題得到越來越廣泛的關注。消費者在環(huán)境保護活動中扮演著舉足輕重的角色,一方面,消費者自身的消費行為會對環(huán)境產(chǎn)生直接影響,另一方面,消費者對環(huán)保問題的關注、對綠色產(chǎn)品的需求、對企業(yè)環(huán)境保護行為的支持,和對企業(yè)環(huán)境破壞行為的抵制會推動企業(yè)朝著環(huán)保的方向發(fā)展,從而通過企業(yè)對環(huán)境產(chǎn)生間接影響。 然而,在中國,綠色消費才剛剛起步,還沒有深入人心。以往很多研究表明即使那些對綠色消費有明確支持態(tài)度的消費者也較少將這種支持態(tài)度轉化為對綠色消費的積極行為。讓消費者以對環(huán)境負責的方式行事是一個非常有挑戰(zhàn)性的任務,這是因為保護環(huán)境行為的受益者往往不是消費者自己,而是社會、其他消費者,或者地球。消費者在促成社會、他人導向益處的同時給自己帶來了成本。因此,營銷者面臨的一個重要課題就是如何促進消費者的綠色消費。 雖然,國內外已有一些關于綠色消費的研究,這個領域的研究也取得了一定的進展,但是,這方面研究還存在很多不足之處,為進一步研究提供了機會。首先,研究較為分散和零散,缺乏一個整合的模型；其次,對綠色消費心理機制的研究不夠深入；最后,一些可能對綠色消費產(chǎn)生影響的變量還沒有得到關注。因此,本研究基于道德認同理論探討了道德認同與綠色消費的關系,以及環(huán)保自我擔當?shù)闹薪樽饔?并找到了一些可以調節(jié)三者關系的變量。 道德認同是圍繞一系列道德特性組織的自我概念,是一個人持有的關于其道德特質的心理表征,是道德自我的認知圖式,代表一個人關于道德特性、感覺和行為的聯(lián)想認知網(wǎng)絡。道德認同理論認為當人們的道德自我圖式在記憶中長期或暫時可接近時,人們會有更強的利他傾向,而綠色消費本質上是利他的,由此,本研究認為道德認同對消費者綠色消費傾向有正向影響作用。而反映人們踐行環(huán)保自我標準愿望的環(huán)保自我擔當中介道德認同與消費者綠色消費傾向的關系,研究通過實驗一驗證了以上假設。 本研究將可以調節(jié)道德認同與消費者綠色消費傾向關系的變量分成了兩類,一類調節(jié)了環(huán)保自我擔當中介作用的變量,另一類是被環(huán)保自我擔當中介的調節(jié)變量。據(jù)此,提出了兩個理論框架,并通過實驗進行驗證。其中,既調節(jié)道德認同與消費者綠色消費傾向關系,又調節(jié)環(huán)保自我擔當中介作用的變量有產(chǎn)品訴求、產(chǎn)品環(huán)保聲明的信息可靠性,和產(chǎn)品的環(huán)保效能。研究二到研究四的研究結果表明：1)當對綠色產(chǎn)品的宣傳采用利己訴求時,道德認同不影響消費者的綠色消費傾向,環(huán)保自我擔當不中介道德認同與消費者綠色消費傾向的關系,而當對綠色產(chǎn)品的宣傳采用利他訴求的時候,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介道德認同與消費者綠色消費傾向的關系；2)當消費者認為企業(yè)對產(chǎn)品的環(huán)保聲明有較低的信息可靠性時,道德認同負向影響消費者的綠色消費傾向,環(huán)保自我擔當不中介道德認同與消費者綠色消費傾向的關系。當消費者認為企業(yè)對產(chǎn)品的環(huán)保聲明有較高的信息可靠性時,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介道德認同與消費者綠色消費傾向的關系；3)當產(chǎn)品的環(huán)保效能較低時,道德認同不影響消費者的綠色消費傾向,環(huán)保自我擔當不中介道德認同與消費者綠色消費傾向的關系。當產(chǎn)品的環(huán)保效能較高時,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介道德認同與消費者綠色消費傾向的關系。 而既調節(jié)道德認同與消費者綠色消費傾向關系,又被環(huán)保自我擔當中介的調節(jié)變量包括印象管理動機、規(guī)范信念、產(chǎn)品類型,和解釋水平。研究五到研究九的研究結果表明：1)當消費者有較強的印象管理動機時,道德認同不影響消費者的綠色消費傾向,當消費者沒有較強的印象管理動機時,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介印象管理動機對道德認同與消費者綠色消費傾向關系的調節(jié)；2)當消費者認為環(huán)境保護符合社會規(guī)范時,印象管理動機調節(jié)道德認同與消費者綠色消費傾向的關系,而當消費者認為環(huán)境保護不符合社會規(guī)范時,印象管理動機不調節(jié)道德認同與消費者綠色消費傾向的關系,環(huán)保自我擔當中介消費者規(guī)范信念對印象管理動機調節(jié)作用的再調節(jié)；3)當綠色產(chǎn)品是放縱品時,道德認同不影響消費者的綠色消費傾向,當綠色產(chǎn)品是必需品時,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介產(chǎn)品類型對道德認同與消費者綠色消費傾向關系的調節(jié)；4)當消費者處于高解釋水平時,道德認同不影響消費者的綠色消費傾向,當消費者處于低解釋水平時,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介解釋水平對道德認同與消費者綠色消費傾向關系的調節(jié)作用。 本研究通過實驗方法探討了道德認同與綠色消費的關系,環(huán)保自我擔當?shù)闹薪樽饔?以及調節(jié)三變量關系的變量,彌補了以往缺乏綠色消費整合模型、缺少綠色消費心理機制探討的不足,找到了促進消費者綠色消費的新變量,為如何引導消費者綠色消費提供了新的洞見。
[Abstract]:The environmental problems such as air pollution , global warming , energy crisis and other environmental problems are more and more attention . The problem of environmental protection and sustainable development has been paid more and more attention . The consumer plays an important role in environmental protection activities . On the other hand , consumer ' s own consumption behavior will have a direct impact on the environment . On the other hand , consumer ' s demand for environmental protection , support for environmental protection of enterprises , and resistance to environmental damage behavior of enterprises will promote the development of enterprises in the direction of environmental protection , thus indirectly influencing the environment through enterprises .
In China , however , green consumption has just started and hasn ' t gone deep . Many studies have shown that even consumers who have a clear support for green consumption are less likely to turn this support into positive behavior for green consumption . It is because the beneficiaries of environmental protection are often not consumers themselves , but society , other consumers , or the earth . The key issue for marketers is how to promote consumer green consumption .
Although there are some researches on green consumption at home and abroad , some progress has been made in the research in this field . However , there are many shortcomings in this research , which provide an opportunity for further research . First , the research is scattered and scattered , and lacks an integrated model ;
Secondly , the research on the mechanism of green consumption psychology is not enough ;
Finally , some variables that may have an impact on green consumption have not been paid attention . Therefore , this study explores the relationship between moral identity and green consumption , as well as the intermediary role of environmental self - acting based on the theory of moral identity , and finds out some variables that can regulate the relationships among them .
Moral identity is a self - concept around a series of moral characteristics . It is a cognitive schema of moral self . It represents one ' s associative cognitive network about moral character , feeling and behavior .
This research can adjust the relationship between moral identity and consumer ' s green consumption tendency into two categories , one is the variable that regulates the role of environmental self - acting intermediary , and the other is environment - friendly self - acting as the intermediary .
2 ) When the consumer believes that the enterprise has lower information reliability to the product ' s environmental protection statement , the moral identity negatively affects the consumer ' s green consumption tendency , and the environmental protection self - act does not act as an intermediary moral identity and the consumer ' s green consumption tendency . When the consumer believes that the enterprise has higher information reliability for the environmental declaration of the product , the moral identity positively influences the green consumption tendency of the consumer , the environmental protection self - acting intermediary moral identity and the consumer ' s green consumption tendency .
3 ) When the environmental protection efficiency of the product is low , the moral identity does not affect the consumer ' s green consumption tendency , and the environmental protection self - act does not act as an intermediary moral identity and the consumer ' s green consumption tendency . When the environmental protection efficiency of the product is high , the moral identity positively influences the green consumption tendency of the consumer , and the environmental protection self - acting intermediary moral identity is related to the consumer ' s green consumption tendency .
The research results show that : 1 ) When the consumer has stronger impression management motive , the moral identity does not affect the consumers ' green consumption tendency . When the consumer does not have a strong impression management motivation , the moral identity positively affects the consumers ' green consumption tendency , and the environmental self - acting intermediary impression management motivation adjusts the relationship between the moral identity and the consumer ' s green consumption tendency .
2 ) when the consumer thinks that the environmental protection is in conformity with the social norm , the impression management motive regulates the relationship between the moral identity and the green consumption tendency of the consumer , and when the consumer considers that the environmental protection is not in conformity with the social norm , the impression management motivation does not adjust the relationship between the moral identity and the green consumption tendency of the consumer , and the environmental protection self - acting intermediary consumer standard faith regulates the effect of the impression management motivation ;
3 ) When the green product is released , the moral identity does not affect the consumers ' green consumption tendency . When the green product is a necessity , the moral identity positively affects the consumers ' green consumption tendency , and the environmental self - acting intermediary product type regulates the relationship between the moral identity and the consumer ' s green consumption tendency ;
4 ) When the consumer is at the high interpretation level , the moral identity does not affect the consumer ' s green consumption tendency . When the consumer is at the low level of interpretation , the moral identity positively affects the consumer ' s green consumption tendency , and the environmental self - acting intermediary interpretation level plays an adjusting role in the relationship between the moral identity and the consumer ' s green consumption tendency .
This study explores the relationship between moral identity and green consumption , the intermediary role of environmental self - act , and the variable of adjusting the relation of three variables , which makes up the deficiency of the lack of green consumption integration model and the lack of green consumption psychology mechanism , and finds out the new variable to promote the green consumption of consumers , and provides a new insight into how to guide the green consumption of consumers .
【學位授予單位】：南開大學
【學位級別】：博士
【學位授予年份】：2014
【分類號】：F126.1;X24
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本文選題：綠色消費 + 道德認同��； 參考：《南開大學》2014年博士論文
【摘要】：空氣污染、全球變暖、能源危機等環(huán)境問題越發(fā)嚴重,環(huán)境保護和可持續(xù)發(fā)展等關系人類生存發(fā)展的課題得到越來越廣泛的關注。消費者在環(huán)境保護活動中扮演著舉足輕重的角色,一方面,消費者自身的消費行為會對環(huán)境產(chǎn)生直接影響,另一方面,消費者對環(huán)保問題的關注、對綠色產(chǎn)品的需求、對企業(yè)環(huán)境保護行為的支持,和對企業(yè)環(huán)境破壞行為的抵制會推動企業(yè)朝著環(huán)保的方向發(fā)展,從而通過企業(yè)對環(huán)境產(chǎn)生間接影響。 然而,在中國,綠色消費才剛剛起步,還沒有深入人心。以往很多研究表明即使那些對綠色消費有明確支持態(tài)度的消費者也較少將這種支持態(tài)度轉化為對綠色消費的積極行為。讓消費者以對環(huán)境負責的方式行事是一個非常有挑戰(zhàn)性的任務,這是因為保護環(huán)境行為的受益者往往不是消費者自己,而是社會、其他消費者,或者地球。消費者在促成社會、他人導向益處的同時給自己帶來了成本。因此,營銷者面臨的一個重要課題就是如何促進消費者的綠色消費。 雖然,國內外已有一些關于綠色消費的研究,這個領域的研究也取得了一定的進展,但是,這方面研究還存在很多不足之處,為進一步研究提供了機會。首先,研究較為分散和零散,缺乏一個整合的模型；其次,對綠色消費心理機制的研究不夠深入；最后,一些可能對綠色消費產(chǎn)生影響的變量還沒有得到關注。因此,本研究基于道德認同理論探討了道德認同與綠色消費的關系,以及環(huán)保自我擔當?shù)闹薪樽饔?并找到了一些可以調節(jié)三者關系的變量。 道德認同是圍繞一系列道德特性組織的自我概念,是一個人持有的關于其道德特質的心理表征,是道德自我的認知圖式,代表一個人關于道德特性、感覺和行為的聯(lián)想認知網(wǎng)絡。道德認同理論認為當人們的道德自我圖式在記憶中長期或暫時可接近時,人們會有更強的利他傾向,而綠色消費本質上是利他的,由此,本研究認為道德認同對消費者綠色消費傾向有正向影響作用。而反映人們踐行環(huán)保自我標準愿望的環(huán)保自我擔當中介道德認同與消費者綠色消費傾向的關系,研究通過實驗一驗證了以上假設。 本研究將可以調節(jié)道德認同與消費者綠色消費傾向關系的變量分成了兩類,一類調節(jié)了環(huán)保自我擔當中介作用的變量,另一類是被環(huán)保自我擔當中介的調節(jié)變量。據(jù)此,提出了兩個理論框架,并通過實驗進行驗證。其中,既調節(jié)道德認同與消費者綠色消費傾向關系,又調節(jié)環(huán)保自我擔當中介作用的變量有產(chǎn)品訴求、產(chǎn)品環(huán)保聲明的信息可靠性,和產(chǎn)品的環(huán)保效能。研究二到研究四的研究結果表明：1)當對綠色產(chǎn)品的宣傳采用利己訴求時,道德認同不影響消費者的綠色消費傾向,環(huán)保自我擔當不中介道德認同與消費者綠色消費傾向的關系,而當對綠色產(chǎn)品的宣傳采用利他訴求的時候,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介道德認同與消費者綠色消費傾向的關系；2)當消費者認為企業(yè)對產(chǎn)品的環(huán)保聲明有較低的信息可靠性時,道德認同負向影響消費者的綠色消費傾向,環(huán)保自我擔當不中介道德認同與消費者綠色消費傾向的關系。當消費者認為企業(yè)對產(chǎn)品的環(huán)保聲明有較高的信息可靠性時,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介道德認同與消費者綠色消費傾向的關系；3)當產(chǎn)品的環(huán)保效能較低時,道德認同不影響消費者的綠色消費傾向,環(huán)保自我擔當不中介道德認同與消費者綠色消費傾向的關系。當產(chǎn)品的環(huán)保效能較高時,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介道德認同與消費者綠色消費傾向的關系。 而既調節(jié)道德認同與消費者綠色消費傾向關系,又被環(huán)保自我擔當中介的調節(jié)變量包括印象管理動機、規(guī)范信念、產(chǎn)品類型,和解釋水平。研究五到研究九的研究結果表明：1)當消費者有較強的印象管理動機時,道德認同不影響消費者的綠色消費傾向,當消費者沒有較強的印象管理動機時,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介印象管理動機對道德認同與消費者綠色消費傾向關系的調節(jié)；2)當消費者認為環(huán)境保護符合社會規(guī)范時,印象管理動機調節(jié)道德認同與消費者綠色消費傾向的關系,而當消費者認為環(huán)境保護不符合社會規(guī)范時,印象管理動機不調節(jié)道德認同與消費者綠色消費傾向的關系,環(huán)保自我擔當中介消費者規(guī)范信念對印象管理動機調節(jié)作用的再調節(jié)；3)當綠色產(chǎn)品是放縱品時,道德認同不影響消費者的綠色消費傾向,當綠色產(chǎn)品是必需品時,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介產(chǎn)品類型對道德認同與消費者綠色消費傾向關系的調節(jié)；4)當消費者處于高解釋水平時,道德認同不影響消費者的綠色消費傾向,當消費者處于低解釋水平時,道德認同正向影響消費者的綠色消費傾向,環(huán)保自我擔當中介解釋水平對道德認同與消費者綠色消費傾向關系的調節(jié)作用。 本研究通過實驗方法探討了道德認同與綠色消費的關系,環(huán)保自我擔當?shù)闹薪樽饔?以及調節(jié)三變量關系的變量,彌補了以往缺乏綠色消費整合模型、缺少綠色消費心理機制探討的不足,找到了促進消費者綠色消費的新變量,為如何引導消費者綠色消費提供了新的洞見。
[Abstract]:The environmental problems such as air pollution , global warming , energy crisis and other environmental problems are more and more attention . The problem of environmental protection and sustainable development has been paid more and more attention . The consumer plays an important role in environmental protection activities . On the other hand , consumer ' s own consumption behavior will have a direct impact on the environment . On the other hand , consumer ' s demand for environmental protection , support for environmental protection of enterprises , and resistance to environmental damage behavior of enterprises will promote the development of enterprises in the direction of environmental protection , thus indirectly influencing the environment through enterprises .
In China , however , green consumption has just started and hasn ' t gone deep . Many studies have shown that even consumers who have a clear support for green consumption are less likely to turn this support into positive behavior for green consumption . It is because the beneficiaries of environmental protection are often not consumers themselves , but society , other consumers , or the earth . The key issue for marketers is how to promote consumer green consumption .
Although there are some researches on green consumption at home and abroad , some progress has been made in the research in this field . However , there are many shortcomings in this research , which provide an opportunity for further research . First , the research is scattered and scattered , and lacks an integrated model ;
Secondly , the research on the mechanism of green consumption psychology is not enough ;
Finally , some variables that may have an impact on green consumption have not been paid attention . Therefore , this study explores the relationship between moral identity and green consumption , as well as the intermediary role of environmental self - acting based on the theory of moral identity , and finds out some variables that can regulate the relationships among them .
Moral identity is a self - concept around a series of moral characteristics . It is a cognitive schema of moral self . It represents one ' s associative cognitive network about moral character , feeling and behavior .
This research can adjust the relationship between moral identity and consumer ' s green consumption tendency into two categories , one is the variable that regulates the role of environmental self - acting intermediary , and the other is environment - friendly self - acting as the intermediary .
2 ) When the consumer believes that the enterprise has lower information reliability to the product ' s environmental protection statement , the moral identity negatively affects the consumer ' s green consumption tendency , and the environmental protection self - act does not act as an intermediary moral identity and the consumer ' s green consumption tendency . When the consumer believes that the enterprise has higher information reliability for the environmental declaration of the product , the moral identity positively influences the green consumption tendency of the consumer , the environmental protection self - acting intermediary moral identity and the consumer ' s green consumption tendency .
3 ) When the environmental protection efficiency of the product is low , the moral identity does not affect the consumer ' s green consumption tendency , and the environmental protection self - act does not act as an intermediary moral identity and the consumer ' s green consumption tendency . When the environmental protection efficiency of the product is high , the moral identity positively influences the green consumption tendency of the consumer , and the environmental protection self - acting intermediary moral identity is related to the consumer ' s green consumption tendency .
The research results show that : 1 ) When the consumer has stronger impression management motive , the moral identity does not affect the consumers ' green consumption tendency . When the consumer does not have a strong impression management motivation , the moral identity positively affects the consumers ' green consumption tendency , and the environmental self - acting intermediary impression management motivation adjusts the relationship between the moral identity and the consumer ' s green consumption tendency .
2 ) when the consumer thinks that the environmental protection is in conformity with the social norm , the impression management motive regulates the relationship between the moral identity and the green consumption tendency of the consumer , and when the consumer considers that the environmental protection is not in conformity with the social norm , the impression management motivation does not adjust the relationship between the moral identity and the green consumption tendency of the consumer , and the environmental protection self - acting intermediary consumer standard faith regulates the effect of the impression management motivation ;
3 ) When the green product is released , the moral identity does not affect the consumers ' green consumption tendency . When the green product is a necessity , the moral identity positively affects the consumers ' green consumption tendency , and the environmental self - acting intermediary product type regulates the relationship between the moral identity and the consumer ' s green consumption tendency ;
4 ) When the consumer is at the high interpretation level , the moral identity does not affect the consumer ' s green consumption tendency . When the consumer is at the low level of interpretation , the moral identity positively affects the consumer ' s green consumption tendency , and the environmental self - acting intermediary interpretation level plays an adjusting role in the relationship between the moral identity and the consumer ' s green consumption tendency .
This study explores the relationship between moral identity and green consumption , the intermediary role of environmental self - act , and the variable of adjusting the relation of three variables , which makes up the deficiency of the lack of green consumption integration model and the lack of green consumption psychology mechanism , and finds out the new variable to promote the green consumption of consumers , and provides a new insight into how to guide the green consumption of consumers .
【學位授予單位】：南開大學
【學位級別】：博士
【學位授予年份】：2014
【分類號】：F126.1;X24
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，本文編號：1829852
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