资源与产业 ›› 2022, Vol. 24 ›› Issue (5): 124-134.DOI: 10.13776/j.cnki.resourcesindustries.20221011.001

• 非主题来稿选登 • 上一篇    

可持续发展背景下信息框架对绿色消费行为的影响研究——基于共情的中介作用

贺丽莳,单晓雨   

  1. (河海大学 商学院,江苏 南京 211100)
  • 收稿日期:2021-07-20 修回日期:2021-11-18 出版日期:2022-10-20 发布日期:2022-12-23
  • 通讯作者: 单晓雨,硕士生,主要从事技术经济和企业管理研究。E-mail:shanxiaoyu3708@163.com
  • 作者简介:贺丽莳,博士、讲师,主要从事技术经济与企业管理研究。Email:hhuhls@163.com
  • 基金资助:
    国家社会科学基金项目(20BGL008)。

IMPACTS OF INFORMATION FRAMEWORK ON GREEN CONSUMPTION BEHAVIORS UNDER SUSTAINABLE DEVELOPMENT BASED ON MEDIATING EMPATHY

HE Lishi, SHAN Xiaoyu   

  1. (Business School, Hohai University, Nanjing 211100, China)
  • Received:2021-07-20 Revised:2021-11-18 Online:2022-10-20 Published:2022-12-23

摘要: 保护生态环境是保障自然资源可持续利用的重要一环,引导居民践行绿色消费行为有助于缓解我国当前的自然资源压力,减少环境污染,助力城市可持续发展。基于S-O-R(刺激-机体-反应)模型,以共情为中介变量、自然拟人化为调节变量,构建信息框架(亏损框架vs.获益框架)对绿色消费行为影响的概念模型,并通过两个实验探讨信息框架对绿色消费行为影响的内在机制。实证分析结果表明,相较于获益框架,亏损框架更能提升个体绿色消费行为意向;共情在信息框架与绿色消费行为意向之间发挥中介作用,中介效应值为0.319,且亏损框架下个体的共情程度更高;自然拟人化正向调节共情在信息框架对绿色消费行为影响中的中介作用,即自然拟人化程度越高,共情的中介作用越强,亏损框架(vs.获益框架)对个体共情和绿色消费行为意向的影响越强。研究结果丰富了绿色消费行为研究体系,为政府和企业有效开展绿色营销、引导个体践行绿色消费行为提供了理论依据和实践启示。

关键词: 信息框架, 共情, 自然拟人化, 绿色消费行为

Abstract: Protecting ecological environment is a key step in guaranteeing sustainable use of natural resources. Orientation of residents’green consumption behavior contributes to mitigating China's natural resources pressure, to reducing environmental pollution and boosting urban sustainable development. This paper, based on Stimuli-Organism-Response (SOR) model, uses empathy as mediating variable, and natural anthropomorphism as moderating variable to construct a conceptual model regarding impacts of information framework (loss framework vs. gain framework) on green consumption behaviors with two experiments applied to discuss its internal mechanism. Compared with gain framework, loss framework can improve individual intention on green consumption behaviors more. Empathy plays a mediating role between information framework and green consumption behavior intention, at a mediating value at 0.319. Under the loss framework, individual has a higher empathy degree. The mediating of empathy on green consumption behaviors in information framework can be positively moderated by natural anthropomorphism, the higher natural anthropomorphism, the stronger mediating of empathy, and the stronger influences of loss framework (vs. gain framework) on individual empathy and green consumption behavior intention. This study as a supplement to the green consumption behavior system presents theoretical and practical references for governments and enterprises to conduct green sales and for individual green consumption behaviors. 

Key words: information framework, empathy, natural anthropomorphism, green consumption behavior

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