绿色消费情境下消费者为什么会言行不一?

doi:10.3724/SP.J.1042.2019.01307

摘要/Abstract

摘要：

绿色消费情境下的态度-行为差异表现为个体对绿色产品所持态度与实际购买行为之间的不一致性。在可持续发展成为消费趋势之一的今天对该问题的研究具有重要意义。研究梳理了绿色消费行为中态度-行为差异的基本解释机制, 在此基础上系统总结了自2010年以来个体心理层面的实证研究, 并将营销与社会规范方面的相关研究成果与其进行整合。结合国内的研究现状, 未来的研究需要在测量方法、与其他经济变量之间的关系、动机性因素、学习与信任机制、跨文化研究等方面做进一步深入探讨。

关键词: 态度-行为差异, 绿色消费行为, 亲社会性

Abstract:

Attitude-Behavior gap in green consumption has been well documented in the marketing literature. Some research has been done to investigate why consumers often fail to engage in actual green consumption even though they have previously indicated their intention to do so. It is important to gain greater understanding of such attitude-behavior gap in green consumption, as sustainable development becomes the critical social and economic trend. This article 1) summarizes the empirical findings and theories from the literature in the past decade; 2) discusses what have not been studied in the literature; and 3) finally suggests possible directions for future research in the field, such as measurement scale development, possible moderating and mediating factors, motivational factors, learning and trust mechanism, and cross culture issues.

Key words: attitude-behavior gap, green consumption, pro-sociality

中图分类号:

B849: F713.55

戚海峰, 于辉, 向伟林, 孙韵益, 徐昌皓. (2019). 绿色消费情境下消费者为什么会言行不一?. 心理科学进展 , 27(7), 1307-1319.

QI Haifeng, YU Hui, XIANG Weiling, SUN Yunyi, XU Changhao. (2019). Discussion of current theories and future research on attitude-behavior gap in green consumption. Advances in Psychological Science, 27(7), 1307-1319.

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