目标进展信息与自我建构对重复低碳消费意愿的影响研究

doi:10.13776j.cnki.resourcesindustries.20230426.006

摘要/Abstract

摘要： 低碳消费是实现“双碳”目标的重要途径之一，但在现实生活中个体进行重复低碳消费的积极性并不高，这给激励消费端减碳带来了一定的压力。企业采取适当的沟通策略来引导和激励个体进行重复低碳消费不仅体现了其积极响应国家绿色低碳发展战略的意愿，也对其获得可持续市场竞争优势具有重要意义。基于刺激-机体-反应模型，通过实验随机抽样发放问卷，探究目标进展信息（已完成与待完成）与自我建构（依存自我与独立自我）对重复低碳消费意愿的交互作用，以及消费者感知效力在目标进展信息与自我建构对重复低碳消费意愿的交互效应中起到的中介作用。实验结果显示：目标进展信息与自我建构对个体的重复低碳消费意愿存在交互作用，对依存自我的个体而言，已完成目标进展信息对其重复低碳消费意愿的正向影响更加显著，对独立自我的个体而言，两种目标进展信息的影响不存在差异；消费者感知效力在上述这一影响路径中起中介作用；目标进展信息与自我建构对消费者感知效力存在着交互作用，已完成目标进展信息对依存自我个体的感知效力的正向影响更显著，两种目标进展信息对独立自我个体的感知效力的影响不具有显著差异。研究结果为企业设计有效沟通策略、激励重复低碳消费提供了建议，也为助力我国的“双碳”目标提供了思路与参考。企业可以制定清晰合理的碳减排目标，及时呈现目标进展信息，识别不同类型的潜在消费者和精准投放差异化信息。

关键词: 重复低碳消费, 目标进展信息, 自我建构, 消费者感知效力

Abstract: Low carbon consumption is one of the key paths to “dual carbon” objective, but individuals are not motivated to repeated low carbon consumption, which puts pressure on carbon reduction from stimulating consumption end. Properly stimulating low carbon consumption is not only beneficial for nation ‘s green low carbon strategy, but also meaningful for market competition.This paper uses stimulus-organism-response model to study the interaction of goal progress(to date vs. to go) and self-construal(interdependent vs. independent) on repeated low carbon consumption motivation through random questionnaire, and the mediation of perceived consumer effectiveness. Goal progress information and self-construal have an interaction on individual repeated low carbon consumption motivation. For individuals with interdependent self-construal, “to date” goal progress information has a greater effect on repeated low carbon consumption motivation, but for individuals with independent self-construal, there is no difference.Perceived consumer effectiveness plays a mediating role in the process. Interaction exists between goal progress information and self-construal and perceived consumer effectiveness. “To date” goal progress information has a greater effect on the perceived consumer effectiveness of individuals with interdependent self-construal, while both goal progress information has similar influence on the perceived consumer effectiveness of individuals with independent self-construal. This paper presents suggestions for companies in designing effective communication strategies and stimulating repeated low carbon consumption, and provides reference for China ‘s “dual carbon” objective.Companies can make clear and appropriate carbon reduction goal, show timely goal progress information, recognize different potential consumers and cast differentiated information.

Key words: repeated low carbon consumption, goal progress information, self-construal, perceived consumer effectiveness

中图分类号:

F205

贺丽莳, 丁彦妤. 目标进展信息与自我建构对重复低碳消费意愿的影响研究[J]. 资源与产业, 2023, 25(3): 133-144.

HE Lishi, DING Yanyu. IMPACTS OF GOAL PROGRESS INFORMATION AND SELF-CONSTRUAL ON REPEATED LOW CARBON CONSUMPTION MOTIVATION[J]. Resources & Industries, 2023, 25(3): 133-144.

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