消费者风险偏好对可追溯食品购买意愿的影响研究
ractAt present, as a series of social problems such as global warming, industrial pollution andecological destruction become more and more serious, people gradually realize the importanceof harmony between man and nature, and the awareness of environmental protection isgradually improved. As a consumption conceptthat keeps pace with the times,greenconsumption has also been vigorously advocated and popularized in recent years. At the sametime, asan importantsubject of socialconstruction, consumersplay avital role inenvironmental protection. According to some researchers, individual consuming behaviors areresponsible for more than a third of environmental concerns. Exploring the elements thatinfluence green purchasing behavior from the perspective of consumers is a critical step inadvocating for the adoption of the green and low-carbon concepts, and it also offers afoundation for human society to accomplish the objective of sustainable development.Green consumption intention has long been a hot topic in consumer behavior research asan explanatory variable of green purchasing behavior. Integration of previous research ofscholars both at home and abroad, found that some scholars focus on the population statistics,government policy, social support and other external factors and environmental consciousness,perceived value,environmental responsibility moralfactors suchas environment, andindividual psychological characteristics, self concept and specific emotions such as individualpsychological characteristics study of the impact of green consumption is not yet perfect. Thisresearch is based on cognitive dissonance theory and involvement theory, and from theperspective of specific emotions, it deeply explores the influence mechanism of guilt, whichis a pro-social negative emotion, on green consumption intention. This study collected a totalof 426 valid questionnaires through questionnaire survey, andfound through empiricalresearch that: (1) Anticipated guilt has a positive effect on green consumption intention; (2)Anticipated guilt has a positive effect on perceived consumer effectiveness; (3) Perceivedconsumer effectiveness has a positive influence on green consumption intention; (4) Perceivedconsumer effectiveness plays a part of the mediating role between anticipated guilt and greenconsumption intention; (5) Green involvement plays a positive moderating effect on perceivedconsumer effectiveness of consumers anticipated guilt.The conclusion of this paper is of great significance both in theory and practice. In theory,we first explore the mediating role of perceived consumer effectiveness by taking anticipatedguilt as an ante-variable of green consumption intention, so as to reveal the internal influencemechanism of anticipated guilt on green consumption intention. Secondly, it adds the degreeof green engagement into the study model, investigates and explains the impact of variouslevels of involvement on green consumption, and extends on previous research on the elementsthat influence green consumption intention. In addition, from a practical point of view, theresearch conclusion provides theoretical support for relevant governments and enterprises tocarry out sustainable green marketing, which is not only conducive to the popularization ofgreen consumption concept, but also can promote residents to form a positive intention ofgreen consumption behavior, promote the pro-environment participation of the whole people,and accelerate the construction of harmonious coexistence between man and nature.Key words: anticipated guilt; perceived consumer effectiveness; green involvement;green consumption intention目录第一章绪论 ..... 1第一节研究背景..... 1第二节研究目的和研究意义.. 2一、研究目的 .... 2二、研究意义 .... 2第三节国内外研究现状...... 3一、国外研究现状 ....... 3二、国内研究现状 ....... 6三、国内外研究述评 ..... 9第四节研究内容和研究方法. 10一、研究内容 ... 10二、研究方法 ... 11第五节创新点...... 12第二章相关概念与理论基础 .... 13第一节相关概念界定....... 13一、绿色消费意愿 ...... 13二、预期内疚 ... 13三、消费者感知效用 .... 14四、绿色涉入度 . 15第二节相关理论基础....... 16一、认知失调理论（CDT） ...... 16二、涉入理论（IT） .... 17第三章研究假设与研究模型 .... 18第一节研究假设.... 18一、预期内疚与绿色消费意愿的关系 .... 18二、预期内疚与消费者感知效用的关系 .. 19三、绿色涉入度的调节作用 ..... 20第二节研究模型.... 21第四章调查设计 ....... 22第一节研究变量的操作性定义和测量....... 22一、研究变量的操作性定义 ..... 22二、研究变量的测量 .... 22第二节问卷设计.... 24 硕士毕业论文_消费者预期内疚情绪对绿色消费意愿的影响研究PDF......... 26
3.3.3可追溯食品购买意愿量表.............. 27
3.4问卷设计.............. 27
4样本特征与关键变量测量.............. 29
4.1样本数据来源............. 29
4.2样本基本特征............. 30
4.2.1消费者基本特征................ 30
4.2.2消费者对可追溯食品的基本认知......... 31
4.3描述性统计分析................ 32
4.3.1风险偏好描述性统计分析.............. 32
4.3.2感知价值描述性统计分析.............. 32
4.3.3可追溯食品购买意愿描述性统计分析........ 33
5实证分析..................... 35
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