绿色消费行为的溢出效应：目标视角的调节作用

财经论丛 ›› 2019, Vol. 35 ›› Issue (12): 86-94.

绿色消费行为的溢出效应：目标视角的调节作用

徐嘉祺¹, 佘升翔², 田云章¹, 陈璟³

1.陕西理工大学行为决策研究中心,陕西汉中 723001;
2.贵州财经大学工商学院,贵州贵阳 550025;
3.四川师范大学教师教育与心理学院,四川成都 610068

收稿日期:2019-06-04 出版日期:2019-12-10 发布日期:2019-12-16
作者简介:徐嘉祺(1985-),男,广东佛山人,陕西理工大学行为决策研究中心讲师,博士;佘升翔(1981-),男,湖南邵东人,贵州财经大学工商学院教授,博士;田云章(1977-),陕西洋县人,陕西理工大学行为决策研究中心讲师,博士;陈璟(1979-),女,四川成都人,四川师范大学教育与心理学院教授,博士。
基金资助:
国家自然科学基金项目(71601136);教育部人文社科基金项目(16YJC630005)

The Spillover Effect of Green Consumption: Moderating Role of Goal Perspective

XU Jiaqi¹, SHE Shengxiang², TIAN Yunzhang¹, CHEN Jing³

1.Center for Behavior and Decision,Shaanxi University of Technology, Hanzhong 723001, China;
2.School of Business,Guizhou University of Finance and Economics,Guiyang 550025 China;
3.School of Teacher Education and Psychology, Sichuan Normal University, Chengdu 610068, China

Received:2019-06-04 Online:2019-12-10 Published:2019-12-16

摘要/Abstract

摘要： 绿色消费是社会倡导并大力促进的亲环境行为,但是现有研究较少关注绿色消费行为的溢出效应,特别是绿色消费如何影响进一步的亲社会行为还缺乏明确结论。本研究揭示了目标视角对绿色消费行为溢出效应的调节作用。具体来说,在目标承诺视角下,绿色消费行为对亲社会行为具有正向溢出效应;在目标进展视角下,绿色消费行为对亲社会行为具有负向溢出效应。本研究启示政策设计者应该追求整体的行为助推效果。

关键词: 绿色消费, 道德许可, 目标承诺, 目标进展

Abstract: Under the background of the global environmental crisis and resources exhaustion, green consumption has become a pro-environment behavior strongly advocated by the contemporary society. Existing researches mainly focus on revealing the influence mechanism of the green consumption behavior and the intervention strategies of the green consumption behavior, but neglect the spillover effect of the green consumption behavior. This paper explores the spillover effect of the green consumption behavior, and focuses on the influence of the green product selection on the pro-social behavior and its boundary conditions by means of experiments. The results suggest that the goal perspective has a moderating effect on the spillover effect of green consumption behavior on pro-social behavior willingness. Specifically, from the perspective of the goal commitment, the results indicate that the green product consumption behavior has a positive spillover effect on the pro-social behavior, while from the perspective of the goal progress, the results show that the green product consumption behavior has a significant negative spillover effect on the pro-social behavior. Public policy designers should incorporate the promotion of the green consumption behavior into an overall framework.

Key words: Green Consumption, Moral License, Goal Commitment, Goal Progress

中图分类号:

F713.55

徐嘉祺, 佘升翔, 田云章, 陈璟. 绿色消费行为的溢出效应：目标视角的调节作用[J]. 财经论丛, 2019, 35(12): 86-94.

XU Jiaqi, SHE Shengxiang, TIAN Yunzhang, CHEN Jing. The Spillover Effect of Green Consumption: Moderating Role of Goal Perspective[J]. , 2019, 35(12): 86-94.

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