绿色消费的困境：身份建构抑或环境关心?

doi:10.3724/SP.J.1042.2019.01507

摘要/Abstract

摘要：

绿色消费具有道德属性, 消费者既有可能是为了建构道德身份, 实现自我保护或自我提升(自我导向), 也有可能是源于内在的道德信念, 实现对环境的关心(环境导向)。基于身份建构的绿色消费会导致行为不稳定、甚至撒谎和盗窃等, 其心理机制是道德自我调节; 基于环境关心的绿色消费则与之相反, 它植根于更广泛的道德联想网络, 与节俭、自我控制等紧密相关, 道德认同机制在其中发挥作用。那么, 究竟是身份建构还是环境关心呢?在阐述调节因素基础上, 我们构建了基于个体生活方式的绿色消费模型, 从个体差异的视角回答了该问题。未来研究需要从理论和实践上进一步展开。

关键词: 绿色消费, 道德自我调节, 道德认同

Abstract:

Green consumption is an ethical issue, including two types of motivation: Identity construction and environmental concern. Green consumption based on identity construction would lead to the instability of green consumption, even lies and theft, and its psychological mechanism was moral self-regulation. The green consumption performance based on environmental concern was the opposite, and mechanism of moral identity played a role. So, was it identity construction or environmental concern? It might be influenced by many factors. On this basis, we built a green consumption model based on individual life style, which clarified the problem from the perspective of individual differences. Finally, Future research needs to focus on green consumption from theory and practice.

Key words: green consumption, moral self-regulation, moral identity

中图分类号:

B849: F713.55

王财玉, 郑晓旭, 余秋婷, 雷雳. (2019). 绿色消费的困境：身份建构抑或环境关心?. 心理科学进展 , 27(8), 1507-1520.

WANG Caiyu, Zheng Xiaoxu, YU Qiuting, LEI Li. (2019). The dilemma of green consumption: identity construction or environmental concern?. Advances in Psychological Science, 27(8), 1507-1520.

图/表 1

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