超越第一笔购买:揭开可持续消费背后的持续意图
Xiayu Tong1,2, Kai Wang3, Shuaiming Feng4
1School of Education Science, Nanjing Normal University, Nanjing, China.
Frontiers in psychology
|October 27, 2025
概括
中国消费者中国消费者
科学领域:
- 消费者行为研究研究
- 环境心理学环境心理学
- 营销科学是营销的科学.
背景情况:
- 了解持续的绿色消费对于环境可持续性至关重要.
- 像计划行为理论 (TPB) 这样的现有模型需要增强,以解释对绿色产品的持续参与.
- 除了初次购买之外的因素,如收养前的经验和自我认同,至关重要.
研究的目的:
- 调查中国消费者对绿色产品的持续行为意图 (CBI).
- 扩展计划行为理论 (TPB) 通过结合采用前经验 (PAE),环境感知 (EP),习惯 (HAB) 和亲环境自我认同 (PESI).
- 确定影响可持续绿色购买行为的关键驱动因素和调节者.
主要方法:
- 调查数据来自588名中国消费者,他们之前有过绿色产品的经验.
- 部分最小平方结构方程建模 (PLS-SEM) 用于数据分析.
- 用PAE,EP,HAB和PESI扩展TPB,以模拟CBI.
主要成果:
- 收养前经验 (PAE) 对态度 (ATT),主观规范 (SN) 和感知行为控制 (PBC) 有积极的影响.
- 环境感知 (EP) 显著影响ATT,SN和PBC.
- 习惯 (HAB) 对于维持绿色消费至关重要,亲环境自我认同 (PESI) 调节关键关系,包括与EP,ATT,HAB和CBI的关系.
结论:
- 将绿色产品与消费者身份 (PESI) 保持一致,对于可持续的绿色消费至关重要.
- 通过教育和激励来促进PESI可以促进对绿色产品的长期参与.
- 扩展的TPB模型为新兴市场的营销人员和政策制定者提供了有价值的见解,旨在增加绿色消费.
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