企业环保行为如何提升消费者响应？——基于消费者企业认同感和漂绿感知的双重中介模型

摘要/Abstract

摘要： 在生态文明建设的时代背景下,众多企业通过开展多样化环保行为来回应消费者的环境保护需求。但鲜有研究考察消费者对企业环保行为的响应机制。本文引入消费者企业认同感和漂绿感知两个心理变量来分析企业环保行为对消费者响应的内在影响机制。采用情景模拟实验法进行研究,结果表明:相比于象征性环保行为,消费者对企业实质性环保行为的响应更积极,环境卷入度在企业环保行为与消费者响应中起调节作用;消费者企业认同感和漂绿感知在企业环保行为与消费者响应之间具有双重中介效应。本文的研究结论为企业合理有效地开展环保行为提供理论指导。

关键词: 企业环保行为, 消费者响应, 消费者企业认同感, 漂绿感知, 环境卷入度

Abstract: Under the background of ecological civilization construction, many corporations have carried out diversified environmental actions to respond to consumers' demand for environmental protection. However, there are few studies discussing consumer's response mechanism to corporate environmental actions. This paper introduces two psychological variables, consumer corporate identification and green wash perception, to discuss the internal influence mechanism of corporate environmental actions on consumer response. Through scenario experiment research, it is concluded that compared with symbolic environmental actions, consumers respond more positively to the substantive environmental actions. Environmental involvement plays a moderating role in the relationship between corporate environmental actions and consumer response. Consumer corporate identification and green wash perception play dual mediating role in the relationship between corporate environmental actions and consumer response. The conclusions of this study provide theoretical guidance for enterprises to efficiently carry out environmental actions.

Key words: Corporate Environmental Actions, Consumer Response, Consumer Corporate Identification, Green Wash Perception, Environmental Involvement

中图分类号:

F713

盛光华, 龚思羽, 岳蓓蓓. 企业环保行为如何提升消费者响应？——基于消费者企业认同感和漂绿感知的双重中介模型[J]. 财经论丛, 2019, 35(7): 85-94.

SHENG Guanghua, GONG Siyu, YUE Beibei. How do the Corporate Environmental Actions Promote Consumer Response? ——A Dual Mediation Model Based on Consumer Corporate Identification and Green Wash Perception[J]. , 2019, 35(7): 85-94.

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