Xie Chi, Wang Ru, Gong Xiaoxiao
School of Business, Hunan Normal University, Changsha, China.
Research Institute of Economics and Management, Southwestern University of Finance and Economics, Chengdu, China.
Front Psychol. 2022 Sep 27;13:988585. doi: 10.3389/fpsyg.2022.988585. eCollection 2022.
With rising consumption and environmental problems, there is an increasing need for green consumption. From a micro perspective, the influence of environmental cognition on consumers' green consumption behaviors and the related mechanisms are examined through multilayer linear analysis and 2010 China General Social Survey (CGSS) microdata with the theory of planned behavior (TPB) as the model framework. The study shows that (1) environmental cognition positively influences attitudes toward green consumption, green consumption subjective norms, and green consumption perceived behavioral control, which leads to increased intentions to engage in green consumption and actual green consumption behaviors. Environmental cognition can either promote the intention toward and lead to green consumption behavior or directly promote green consumption behavior. (2) The more developed a region's economy is, the stronger people's attitudes toward green consumption will be; additionally, the greater the perceived external pressure to engage in green consumption becomes, the greater the likelihood that people will develop the intention to engage in green consumption behavior. Regional environmental quality inhibits green consumption intention to a certain extent. (3) The influence of environmental cognition on green consumption shows regional heterogeneity.
随着消费的增加和环境问题的出现，对绿色消费的需求日益增长。从微观角度来看，以计划行为理论（TPB）为模型框架，通过多层线性分析和2010年中国综合社会调查（CGSS）微观数据，研究环境认知对消费者绿色消费行为的影响及其相关机制。研究表明：（1）环境认知对绿色消费态度、绿色消费主观规范和绿色消费感知行为控制具有正向影响，进而导致绿色消费意愿和实际绿色消费行为的增加。环境认知既可以促进绿色消费意愿并导致绿色消费行为，也可以直接促进绿色消费行为。（2）一个地区的经济越发达，人们对绿色消费的态度就越强；此外，参与绿色消费的外部感知压力越大，人们形成绿色消费行为意愿的可能性就越大。区域环境质量在一定程度上抑制绿色消费意愿。（3）环境认知对绿色消费的影响存在区域异质性。
