消费者绿色食品购买意向形成机制概念模型构建——基于计划行为理论延伸视角
Construction of the Formation Mechanism Conceptual Model of Consumers' Intention to Purchase Green Food——Based on an Extended TPB Model
胡煜晗 1白雪珊1
作者信息
摘要
近年来,在可持续发展理念的引领下,“绿色消费”浪潮席卷而来,绿色食品开始走进人们的生活.该研究以计划行为理论(TPB)为基础,引入健康意识、社会影响2个变量对原模型进行扩展,认为健康意识、社会影响分别对行为态度和主观规范施以正向影响,并间接影响消费意向;计划行为理论模型对消费者绿色食品的购买意向具有很好的预测能力,即行为态度、主观规范和知觉行为控制能够共同解释行为意向.
Abstract
In recent years,the wave of green consumption rolls up like a mat under the guidance of sustainable development concept,and green food begins to enter people's life.Based on the Theory of Planned Behavior(TPB),this paper extended the TPB model by introducing health consciousness and social influence and considered that health consciousness and social influence respectively insert positive influence on behavioral attitude and then indirectly affected consume intention;the TPB model can effectively predict the consumers' intention to purchase green food,namely,behavioral attitude,subjective norm and perceived behavioral control jointly explained the behavioral intention.
关键词
绿色食品/计划行为理论/购买意向Key words
Green food/Theory of Planned Behavior/Purchase intention引用本文复制引用
基金项目
国家社会科学基金(13CGL089)
教育部博士点基金(20120014120020)
北京林业大学大学生创新创业训练计划项目(X201510022068)
出版年
2016
国家科技期刊平台
NSTL
维普
万方数据