首页|家电产品能效信息认知对消费者绿色购买行为的影响——一个有调节的中介模型

家电产品能效信息认知对消费者绿色购买行为的影响——一个有调节的中介模型

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购买绿色节能家电有助于降低家庭能耗、控制碳排放,也有助于促进制造企业生产的绿色转型.以家电产品的能效标识为研究对象,参照ABC态度模型构建了一个有调节的中介模型,重点考察绿色价值和感知付出在能效信息认知与绿色购买行为之间的中介作用以及自然联结感的调节作用.研究发现:能效信息认知正向影响消费者的绿色购买行为,绿色价值和感知付出对消费者绿色购买行为起部分中介作用;绿色价值和感知付出在能效信息认知与绿色购买行为之间起链式中介作用;自然联结感正向调节能效信息认知与绿色价值之间的关系,而对能效信息认知与感知付出的关系起不到调节作用.基于研究结果,从增强公众对能效标识的认知,提升消费者绿色价值感知,注重培养公众的自然联结感等方面提出对策建议,可以为政府推进绿色消费政策和家电企业营销管理提供参考.
The Impact of Energy Efficiency Information Cognition of Household Appliances on Consumers'Green Purchase Behavior——A Moderated Mediation Model
The purchase of green energy-saving appliances helps to reduce household energy consumption,control consumer carbon emissions,and promotes the green transformation of manufacturing enterprises.Taking the energy efficiency label of household appliances as the research object,a moderated mediation model is constructed with reference to the ABC attitude model,focusing on the mediating role of green value and perceived effort between energy efficiency information cognition and green purchase behavior and the moderating role of natural connection.The cognition of energy efficiency information has a positive impact on consumers'green purchase behavior,while green value and perceived effort play a partial mediating role in consumers'green purchase behavior.The sense of natural connection positively regulates the relationship between energy efficiency information cognition and green value,but does not regulate the relationship between energy efficiency information cognition and perceived effort.Based on the research results,this paper puts forward countermeasures and suggestions from the aspects of enhancing the public's awareness of energy efficiency labeling,enhancing consumers'perception of green value,and paying attention to cultivating the public's sense of natural connection,so as to provide reference for the promotion of government policies to promote green consumption and the marketing management of household appliance enterprises.

energy efficiency information cognitiongreen valueperceived paygreen buying behaviorsense of natural connection

梅蕾、孙洋、孙立峰

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内蒙古科技大学 经济与管理学院,内蒙古 包头 014010

能效信息认知 绿色价值 感知付出 绿色购买行为 自然联结感

2023年内蒙古自治区自然科学基金项目2023年内蒙古自治区自然科学基金项目2024年内蒙古自治区研究生科研创新项目

2023MS070082023MS07001

2024

济宁学院学报
济宁学院

济宁学院学报

影响因子:0.175
ISSN:1004-1877
年,卷(期):2024.45(4)