外卖消费者的环保关注与可持续消费意愿的关系
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摘要
本文的研究目的基于价值信念规范理论,探索环境关注、可持续消费意愿和价钱敏感性 之间的关系。研究对象为在中国使用网络平台应用进行外卖服务消费者。其研究问题分为二:第一,消费者的可持续消费意愿是否受到环境关注影响?第二,价钱敏感性是否影响消费者的 环境关注和可持续消费意愿之间关系?本文通过第三平台代派问卷,采取了随机简单抽样,共 收集 683 份。本文采用最小二乘法的结构方程模型 (PLS-SEM) 进行分析。自变量共有利己、利 他和生物圈的环境关注,因变量为可持续性消费,调节变量为价格敏感。研究发现,消费者的 利己和利他的环境关注对其可持续消费意愿产生影响。本文的贡献为理解和促进可持续消费行 为提供了重要的洞见,强调了考虑消费者个人价值观和经济状况的必要性。通过揭示利己和利 他环境关注的显著影响以及价格敏感性在可持续消费决策中的复杂作用,本文强调了制定有效 的环保政策和市场策略时,需要综合考虑消费者的心理和经济因素。
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Chinese Journal of Social Science and Management Editorial Division
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