ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2016, Vol. 24 ›› Issue (12): 1829-1843.doi: 10.3724/SP.J.1042.2016.01829

• 研究构想 • 上一篇    下一篇

基于道德认同理论的绿色消费心理机制

吴 波1; 李东进2; 王财玉3   

  1. (1天津财经大学商学院, 天津 300222) (2南开大学商学院, 天津 300071) (3信阳师范学院心理学系, 信阳 464000)
  • 收稿日期:2016-03-02 出版日期:2016-12-15 发布日期:2016-12-15
  • 通讯作者: 吴波, E-mail: wubo212006@126.com
  • 基金资助:

    国家自然科学基金项目(71502120; 71502157; 71372 099)、教育部人文社会科学研究项目(15YJA630090)、天津财经大学优秀青年学者计划(YQ1501)。

The psychological mechanism of green consumption based on moral identity theory

WU Bo1; LI Dongjin2; WANG Caiyu3   

  1. (1 Business School, Tianjin University of Finance and Economics, Tianjin 300222, China) (2 Business School, Nankai University, Tianjin 300071, China) (3 Department of Psychology, Xinyang Normal University, Xinyang 464000, China)
  • Received:2016-03-02 Online:2016-12-15 Published:2016-12-15
  • Contact: WU Bo, E-mail: wubo212006@126.com

PDF (PC)

3397

被引次数

5

摘要：

环境问题的加剧使得人们广泛关注如何保护人类赖以生存的生态环境。消费者在环保事业中扮演着举足轻重的角色。虽然, 国内外已有一些关于绿色消费的研究, 但是, 对绿色消费心理机制的探究还不够系统和深入。借助社会认知视角下的道德认同理论探讨影响消费者绿色消费的心理机制, 主要包括三方面的内容：(1)探索道德认同与绿色消费的中间机制, 以及这一中间机制发挥作用的边界条件; (2)考察调节道德认同与绿色消费关系的变量; (3)检验道德认同表征与道德认同内化对绿色消费影响有何差异。基于社会认知视角下道德认同理论探讨绿色消费心理机制不仅可以丰富和发展道德认同和绿色消费相关理论体系, 而且为政府和企业如何引导消费者的绿色消费提供了切实可行的建议。

关键词: 道德认同, 绿色消费, 利他

Abstract:

With the deterioration of the environment, people begin to pay attention to how to protect the natural environment which we depend on to survive. Consumers play an important role in protecting the environment. Although there have been many findings related to green consumption, research on psychological mechanism of green consumption is insufficient. Based on the social-cognitive perspective moral identity theory, we focus on psychological variables that influence green consumption. There are three aspects of contents to explore: (1) the mediation mechanism between moral identity and green consumption, and the boundary condition of the mediation mechanism; (2) factors that moderate the relationship between moral identity and green consumption; (3) different effects of the two dimensions of the self-importance of moral identity (internalization and symbolization) on green consumption. Theoretically, we enrich research in fields of moral identity and green consumption. Practically, we can provide feasible advice for the government and corporations on how to promote green consumption behavior of consumers.

Key words: moral identity, green consumption, altruism