Research on the Mechanism of Environment Impact Appeals towards Green Purchase Intention——The Mediating Role of Perceived CSR Intrinsic Motives and the Moderating Role ofSelf-construal

Abstract

Abstract: This paper adopts the method of experiment to study the preferences of consumers with different self-construction towards different environment impact appeals, and effects of such preferences on their green purchase intention. Results indicate that compared with company environment appeals, consumers show higher purchase intention in the face of personal environment appeals. Besides, consumers' self-construction would moderate the effects of environment impact appeals towards green purchase intention. When faced with personal environment appeals, compared with interdependent consumers, independent consumers would show stronger green purchase intention. On the contrary, when faced with company environment appeals, interdependent consumers would have stronger green purchase intention than independent consumers. Last but not the least, consumers' perception of CSR internal motivation has partial mediating effects on the impact of environment impact appeals and self-construction towards consumers' green purchase intention.

Key words: Environment Impact Appeals, Self-Construction, Green Purchase Intention, perceived CSR intrinsic motives

摘要： 本文运用实验的方法研究不同环境影响诉求对绿色购买意愿的影响机制。实证结果表明,相对于企业影响诉求,面对个人影响诉求时消费者的购买意愿更高。消费者自我建构调节了环境影响诉求对绿色购买意愿的影响。面对个人影响诉求时,与依存型消费者相比,独立型消费者的绿色购买意愿更强;面对企业影响诉求时,与独立型消费者相比,依存型消费者的绿色购买意愿更强。同时,消费者对企业的CSR内部动机感知在环境影响诉求和自我建构对消费者绿色购买意愿的影响中起到部分中介作用。

关键词: 环境影响诉求, 自我建构, 绿色购买意愿, CSR内部动机感知

CLC Number:

F713.50

YU Weiping, MAO Zhenfu, ZHAO Zhanheng. Research on the Mechanism of Environment Impact Appeals towards Green Purchase Intention——The Mediating Role of Perceived CSR Intrinsic Motives and the Moderating Role ofSelf-construal[J]. , 2017, 33(7): 86-94.

余伟萍, 毛振福, 赵占恒. 环境影响诉求对绿色购买意愿的影响机制研究——消费者CSR内部动机感知的中介作用和自我建构的调节作用[J]. 财经论丛, 2017, 33(7): 86-94.

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