反向代际传递对绿色消费的影响研究
Research on the Impact of Reverse Intergenerational Transmission on Green Consumption
江奇 1李根2
作者信息
- 1. 武汉理工大学 管理学院,湖北 武汉 430070
- 2. 湖北经济学院 工商管理学院,湖北 武汉 430205
- 折叠
摘要
推动消费理念和行为绿色化是实现企业绿色发展的重要环节.基于社会认知理论,以中老年群体为样本,收集有效问卷355 份,探索反向代际传递对绿色消费意愿的影响机制.结果表明,反向代际传递正向促进消费者绿色消费意愿,即消费推荐、消费沟通与消费创新正向影响上代绿色消费意愿;主观规范在反向代际传递与绿色消费意愿间具有部分中介作用;家庭亲密度正向调节主观规范的中介作用,表现为被调节的中介,即家庭亲密度越高,反向代际传递通过主观规范对绿色消费意愿的促进作用越强.
Abstract
Promoting green consumption concepts and behaviors is an important part of achieving green development of enter-prises.Based on the social cognitive theory,355 valid questionnaires were collected from the middle-aged and elderly groups to explore the impact mechanism of reverse intergenerational transmission on green consumption intention.The results show that re-verse intergenerational transmission positively promotes consumers'green consumption intention,that is,consumption recommen-dations,consumer communication and consumer innovation positively affect the previous generation's green consumption inten-tion;subjective norms partially mediate the relationship between reverse intergenerational transmission and green consumption in-tention.Family intimacy positively regulates the mediating effect of subjective norms,showing as a moderated mediator,that is,the higher the family intimacy,the stronger the promotion effect of reverse intergenerational transmission on green consumption in-tention through subjective norms.
关键词
反向代际传递/绿色消费意愿/主观规范/家庭亲密度/绿色消费行为Key words
reverse intergenerational transmission/green consumption intention/subjective norms/family intimacy/green consumption behavior引用本文复制引用
基金项目
国家自然科学基金面上项目(72172112)
出版年
2024
NETL
NSTL
万方数据