绿色消费中的“态度—行为意向”差距及其政策含义

通过基于变量操控的实验设计和数据分析探讨了卷入程度、感知可获性、确定性/不确定性、消费者感知效力和社会规则对消费者对于绿色产品的态度及购买意向的影响.研究结果表明:卷入程度、确定性/不确定性及消费者感知效力对消费者对于购买绿色产品的态度有强烈的正向影响,并依次与购买意向强相关；低水平的感知可获性则解释了为什么尽管消费者态度可能是积极的,但购买意向保持在较低水平；而社会规则解释了尽管个人态度是消极的却仍可能产生购买意向的情况.政策制定者应针对不同的消费者类群,有效弥补“态度一行为意向”差距并促进绿色产品消费.

The Gap of "Attitude-behavior Intention" and Its Policy Implication in Green Consumption

Through an experimental design based on variable control and data analysis,this paper discusses the impact of involvement,perceived availability,certainty/uncertainty,perceived consumer effectiveness(PCE) and social norms on consumers’ attitude and intention towards green products.The findings reveal that involvement,certainty and PCE have strong positive effect on customers’ attitude and intention to purchasing green products,with involvement contributing the strongest effect while PCE the weakest.The low level of perceived availability explains why customers’ attitude is positive but their purchasing intention is kept at a low level,and the social norms account for the fact that customers still have purchasing intention though their attitude is negative.Hence,it is likely for policy makers to promote green consumption and fill the gap of "attitude-behavior intention" effectively by targeting at different customer groups.