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社会价值对绿色消费行为的影响:价格敏感性和感知环境责任的调节效果

An Empirical Study on Social Values and Green Consumption Behavior: The Moderation Effect of Price Sensitivity and Perceived Environment Responsibility

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주제분류중국어와문학

초록

Green consumption is not only promoted by internal psychological factors related to the environment but also driven by external situational factors related to social interaction. This study demonstrated that the normative social influence of social interactions drives pro-environmental behavior. Based on the perspective of social interaction theory, this paper constructed a model of social values and green consumption behavior. The results indicated that perceived green values have a mediating role in the relationship between social values and green consumption behavior. Moreover, the perceived environmental responsibility moderates the relationship between altruistic and ecological values and green consumption, respectively. However, the price sensitively moderates the relationship between self-interest values and green consumption. The boundary conditions revealed that social values could affect green consumption behavior differently.

Abstract

Green consumption is not only promoted by internal psychological factors related to the environment but also driven by external situational factors related to social interaction. This study demonstrated that the normative social influence of social interactions drives pro-environmental behavior. Based on the perspective of social interaction theory, this paper constructed a model of social values and green consumption behavior. The results indicated that perceived green values have a mediating role in the relationship between social values and green consumption behavior. Moreover, the perceived environmental responsibility moderates the relationship between altruistic and ecological values and green consumption, respectively. However, the price sensitively moderates the relationship between self-interest values and green consumption. The boundary conditions revealed that social values could affect green consumption behavior differently.

참고문헌 (47)

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