心理意识因素对消费者生态文明行为的影响机理.pdfVIP

第 8 卷第 7 期 管理学报 Vo l. 8 No.7 2011 年 7 月 Chinese Journal of Management Jul. 2011 心理意识因素对消费者生态文明行为的影晌机理 二巴建明1 郑冉冉2.3 (1.浙江财经学院工商管搜学院;2. 中南财级政法大学工商管理学院s 3. 浙江师范大学工商管理学院) 摘要: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 量对于心理意识变黄和生态文明行为之间的特走路径关系存在调节效应，它们影响着以上特 定路径关系的有元或强弱。 关键诩:生态文明行为;影响机理p 中介效应$调节效应z 社会营销 中图分类号: C93; F7 13.5 文献标识码:A 文露编号: 1672-884X(2011)07-1027-09 The Mechanism of Psychological Characteristics Affecting Consumers EcoJogically Conscíous Behavíor W I 2 3 ANG Jianming ZHENG Ranran • (1. Zhejiang University of FinanceEconomics. Hangzhou. China; 2. Zhongnan University of EconomicsLaw , Wuhan. China; 3. Zhejiang Normal University , Jinhua , Zhejiang , China) Abstract: This study is designed to explore the path and mechanism of consumers psychological factors to their ecologically conscíous behaviors (ECB). Our study shows that ,(affection toward re- source and environment problem and social consciousness of responsibility have direct effects upon consumer s behavior; ( perception of resource and environment problem has indírect effects upon consumer气 behavior; @ knowledge on resource and environment and individual consumption concept have both direct and indirect effects upon consumer气 behavior. What s more , such demographic fac- tors as gender , age. education level and income have moderating effects on the paths above. These conclusions provide some implications for social marketing strategy. Key words: ecologically conscious behavio