供需侧因素对使用可生物降解塑料袋的意愿的影响
Yuhuan Xu1, Jianguo Du1, Zhaochan Chu1
1School of Management, Jiangsu University.
Journal of experimental psychology. Applied
|March 3, 2025
概括
消费者更愿意使用可生物降解的塑料袋,当他们认为质量好,价格合理时. 态度和对标签的信任显著影响了这种意愿,被感知到的行为控制所调节.
科学领域:
- 环境科学 环境科学
- 消费者心理学 消费者心理学
- 行为经济学是一种行为经济学.
背景情况:
- 塑料污染对环境构成重大威胁,需要以消费者为导向的解决方案.
- 可生物降解的塑料袋为传统塑料提供了一个可持续的替代品.
- 了解消费者愿意采用这些替代品对于有效的政策制定至关重要.
研究的目的:
- 开发一种预测模型,用于消费者使用可生物降解塑料袋的意愿.
- 为了研究感知行为控制对这种意愿的影响.
- 探索态度和标签信任的调解作用.
主要方法:
- 使用了刺激-有机体-反应 (SOR) 模型.
- 收集了来自852名消费者的经验数据.
- 采用统计分析来测试预测模型和假设.
主要成果:
- 产品质量和价格的认可对使用可生物降解袋的意愿产生了积极的影响.
- 消费者的态度调解了质量/价格和意愿之间的关系.
- 标签信任调解了标签认知的影响,而标签认知本身没有显著的影响.
- 感知到的行为控制显著调节了意愿.
结论:
- 消费者对质量和价格的看法是采用生物降解袋的关键驱动因素.
- 专注于增强态度和标签信任的有针对性的策略可以促进使用.
- 政策干预应考虑感知行为控制,以最大限度地提高采用率.
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