摘要
在对铜陵市、芜湖市、合肥市和上海市居民调查的416份问卷基础上,借鉴前人研究成果建立模型验证相关假设,结果表明媒体说服对城市居民的感知环境问题严重性和绿色消费行为都具有显著的正向影响。感知环境问题严重性正向影响绿色消费行为,且在媒体说服与绿色消费行为之间发挥着中介作用;同时,感知环境问题严重性的中介效应受社会认同的调节。媒体应对未成年人和成年人进行差别化宣传,克服不当媒体宣传可能造成的"脱敏"现象,充分利用环保社会的引导功能,克服单纯灌输式媒体说服可能造成的逆反心理;加快构造崇尚绿色消费的社会价值观,促使外在绿色消费动机实现内化,并让绿色消费具有社会责任践行者和道德消费者的象征意义;同时,企业要加快绿色产品创新,强调绿色产品的经济价值和功能价值,不断提高绿色产品的竞争力,注重绿色消费的利益导向。
Taking urban residents in Tongling,Wuhu,Hefei and Shanghai as the research object,416 samples were obtained by questionnaire survey. The results indicate:there is a significant positive effect of media persuasion on both green consumption behavior and perceived seriousness of environmental problems. Perceived seriousness of environmental problems mediates the relationship between media persuasion and green consumption behavior;and social identity moderates the mediated effect of perceived seriousness of environmental problems,To this end,the media need to differentiate the minors and adults in order to overcome the "desensitisation" that may be caused by improper media propaganda,speed up the construction of social values that advocate green consumption so that we can promote external green motivation to achieve internalization,improve the competitiveness of green products,and pay attention to the interests orientation of green consumption.
出处
《中国流通经济》
CSSCI
北大核心
2018年第2期107-114,共8页
China Business and Market
基金
国家自然科学基金项目"市场化情境下的动力煤贸易空间均衡模型及仿真研究"(71373261)
2016年度安徽省高校优秀青年人才支持计划项目子课题"媒体说服策略与城市居民绿色消费的关系研究"(gxyq ZD2016588)
2017年安徽省高校人文社会科学研究重点项目"利益关注和责任意识对城市居民低碳消费的驱动机制:理论与实证研究"(SK2017A0694)
关键词
媒体说服
感知环境问题严重性
绿色消费行为
脱敏
社会认同
media persuasion
perceived seriousness of environmental problems
green consumption behavior
desensitisation
social identity
