環境の価値が人工知能の製品に緑の買い方を促すのか? 価値-態度-行動アプローチ

Jingchen Ma¹, QiaoYi Wang¹, Danping Liu¹

¹School of Management, Xihua University, No.9999 Hongguang Avenue, Pidu District, Chengdu, Sichuan Province, China.

Acta psychologica

|August 30, 2025

まとめ

消費者の環境価値は人工知能の製品に対して態度に影響を及ぼし緑の購入行動を促します価格感受性はこれらの影響を緩和し,AI企業のグリーンマーケティング戦略を導くことができます.

科学分野:

消費者の行動
人工知能
環境の持続可能性

背景:

人工知能 (AI) 製品の普及は,環境の持続可能性に関する消費者の懸念を高めています.
AI製品の消費者の購入決定には,製品特有の環境特性と技術的進歩の両方を評価することが含まれます.
AI製品のグリーン購入行動 (AGPB) を定義することは,AI市場における持続可能な消費を理解するために不可欠です.

研究の目的:

環境価値 (利己的,利他的,生物圏) がAI製品に与える影響を調査する.
価値と行動の関係におけるグリーン消費の姿勢の仲介的役割を調査する.
AGPBに対する価格感受性の抑制効果を検証する.

主な方法:

価値-態度-行動 (VAB) モデルを使用した.
部分最小二乗構造方程式モデリング (PLS-SEM) を使用した461件のアンケートから得られたデータを分析した.
値の組み合わせの構成分析のために,フージーセットの質的比較分析 (fsQCA) を利用した.

主要な成果:

3つの環境価値 (利己的,利他的,生物圏) は,緑の消費態度によって仲介され,AGPBに肯定的な影響を及ぼします.
価格感受性は,利他的な/生物圏的な価値とAGPB,および態度-行動のリンクの関係を否定的に緩和します.
fsQCAはAGPBを動かす2つの主要な構成を特定しました.

結論:

環境価値はAGPBの重要な原動力であり,緑の消費の態度が重要な仲介者である.
価格感受性は,グリーンAI製品の消費者の購入決定を抑制する上で重要な役割を果たします.
研究結果は,AI企業が効果的なグリーンマーケティング戦略を開発するための理論的洞察と実用的なガイドラインを提供します.

キーワード:

人工知能製品のグリーンな購入行動環境価値価格の感受性価値観-態度-行動モデル

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