贯彻十九大精神  建设美丽中国
——消费者自我概念对绿色购买行为的影响

摘要/Abstract

摘要： 建设美丽中国是新时代中国特色社会主义思想和基本方略的重要内容，需要每一个公民化美丽中国理念为自觉行动，推进消费模式向绿色转型，而以节约资源和保护环境为特征的绿色消费则是加快生态文明体制改革和建设美丽中国的现实要求。自我概念是影响消费者心理感知和行为决策的重要因素，本文构建以环境态度为中介变量、感知效力为调节变量的理论模型来解析消费者自我概念对绿色购买行为的影响。通过抽样调查与实证分析发现，消费者的独立自我负向影响环境态度，依存自我和生态自我正向影响环境态度；依存自我不仅直接正向影响绿色购买意愿，还可以通过环境态度的中介作用影响绿色购买意愿；环境态度正向影响绿色购买意愿，感知效力在环境态度与绿色购买意愿间起正向调节作用。因此，通过培养和引导消费者生态自我的自主动机，形成强烈而稳定的环境态度，增强其行为的感知效率，形成一种可持续的绿色购买行为模式，是推进美丽中国文化和制度建设的有效进路。

关键词: 美丽中国, 自我概念, 环境态度, 感知效力, 绿色购买行为

Abstract: “Building Beautiful China” is an important part of the Thought on Socialism with Chinese Characteristics for a New Era and the Basic Policy, and it requires every citizen to take conscious action to promote the consumption mode to green consumption. The green consumption characterized by resource conservation and environmental protection is a realistic requirement for accelerating the reform of ecological civilization system and building Beautiful China. Self-concept is an important factor influencing individual psychological perception and behavior decision-making. This study constructs a theoretical model based on environmental attitude as mediator variable and perceived effectiveness as moderator variable to analyze the influence mechanism of consumers′ self-concept on green purchase behavior. Through the sample survey and empirical analysis, it is found that the independent self-concept has a negative impact on environmental attitude, interdependent self-concept and metapersonal self-concept have a positive impact on environmental attitude; interdependent self-concept not only directly affect green purchase intention, but also affect green purchase intention through the mediating role of environmental attitude; environmental attitude has a positive impact on green purchase intention,and perceived effectiveness positively moderates the relationship between environmental attitude and green purchase intention. Therefore, forming a strong and stable environmental attitude and enhancing the perceived effectiveness of their behavior to form a sustainable green purchasing behavior model by cultivating and guiding consumers′ ecological self-motivation is an effective way to promote the construction of Beautiful China culture and institution.

Key words: Beautiful China, self-concept, environmental attitude, perceived effectiveness, green purchase behavior

盛光华，葛万达，岳蓓蓓. 贯彻十九大精神建设美丽中国 ——消费者自我概念对绿色购买行为的影响[J]. 商业研究.

SHENG Guang-hua，GE Wan-da，YUE Bei-bei. Carrying Out the Spirit of the 19th CPC National Congress and Building Beautiful China：The Effects of Consumers′ Self-Concept on Green Purchase Behavior[J]. 商业研究.

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