心理意识因素对消费者生态文明行为的影响机理

研究了心理意识因素影响消费者生态文明行为的路径,并考察了人口统计变量对这些路径关系是否存在调节效应。结果表明,资源环境情感、社会责任意识对生态文明行为存在直接效应,资源环境感知对生态文明行为存在间接效应,资源环境知识、个人消费观念对生态文明行为既存在直接效应也存在间接效应。另外,性别、年龄、学历、收入这4个人口统计变量对于心理意识变量和生态文明行为之间的特定路径关系存在调节效应,它们影响着以上特定路径关系的有无或强弱。

The Mechanism of Psychological Characteristics Affecting Consumers' Ecologically Conscious Behavior

This study is designed to explore the path and mechanism of consumer’s psychological factors to their ecologically conscious behaviors(ECB).Our study shows that,① affection toward resource and environment problem and social consciousness of responsibility have direct effects upon consumer’s behavior;② perception of resource and environment problem has indirect effects upon consumer’s behavior;③ knowledge on resource and environment and individual consumption concept have both direct and indirect effects upon consumer’s behavior.What’s more,such demographic factors as gender,age,education level and income have moderating effects on the paths above.These conclusions provide some implications for social marketing strategy.