群体共情视角下的绿色消费行为——自我-他人重叠的调节效应
Understanding Green Consumer Behavior from the Perspective of Group Empathy—The Moderating Effect of Self-Other Overlap
牟宇鹏 1祁晓燕 1丁志华2
作者信息
- 1. 中国矿业大学经济管理学院,徐州 221116
- 2. 中国矿业大学经济管理学院,徐州 221116;中国矿业大学大数据与绿色创新研究中心,徐州 221116
- 折叠
摘要
绿色消费行为中消费者态度和行为之间存在一定的缺口.考虑到社交媒体时代消费者特殊的群体性和网络性特征,本研究基于共情理论,构建了环境关切对消费者绿色消费行为的影响过程模型,同时探讨了自我-他人重叠的调节驱动效应.研究结果显示:环境关切对绿色消费行为具有显著的正向影响,群体共情在环境关切与绿色消费行为之间起到中介作用.此外,群体社交背景下,消费者的群体性特征即自我-他人重叠程度,在环境关切与群体共情之间起到调节作用.刺激消费者的自我-他人重叠感知,能够显著提升消费者的绿色消费行为.
Abstract
There is often a gap between consumer attitude and behavior in green consumer behavior.Considering the special consumer group and social network characteristics of Generation Z consumers,this study builds a process model of the impact of consumer environ-mental concerns on green consumption behavior based on the theory of empathy,and explores the moderating driving effect of self-other overlap.The results show that environmental concern has a significant positive impact on green consumption behavior,and empathy plays a mediating role between environmental concern and green consumption behavior.In addition,in the context of group social interaction,self-other overlap plays a moderating role between environmental concern and group empathy,and improving consumers'self-other over-lap can significantly improve consumers'green consumption intentions.
关键词
绿色消费/群体共情/自我-他人重叠/Z世代Key words
green consumption/group empathy/self-other overlap/generation Z引用本文复制引用
基金项目
国家社会科学基金重大项目(22ZD&137)
国家社会科学基金一般项目(20BGL091)
出版年
2024
NETL
NSTL
万方数据