群体共情视角下的绿色消费行为——自我-他人重叠的调节效应

摘要/Abstract

摘要： 绿色消费行为中消费者态度和行为之间存在一定的缺口。考虑到社交媒体时代消费者特殊的群体性和网络性特征，本研究基于共情理论，构建了环境关切对消费者绿色消费行为的影响过程模型，同时探讨了自我-他人重叠的调节驱动效应。研究结果显示：环境关切对绿色消费行为具有显著的正向影响，群体共情在环境关切与绿色消费行为之间起到中介作用。此外，群体社交背景下，消费者的群体性特征即自我-他人重叠程度，在环境关切与群体共情之间起到调节作用。刺激消费者的自我-他人重叠感知，能够显著提升消费者的绿色消费行为。

关键词: 绿色消费, 群体共情, 自我-他人重叠, Z世代

Abstract: There is often a gap between consumer attitude and behavior in green consumer behavior. Considering the special consumer group and social network characteristics of Generation Z consumers, this study builds a process model of the impact of consumer environmental concerns on green consumption behavior based on the theory of empathy, and explores the moderating driving effect of self-other overlap. The results show that environmental concern has a significant positive impact on green consumption behavior, and empathy plays a mediating role between environmental concern and green consumption behavior. In addition, in the context of group social interaction, self-other overlap plays a moderating role between environmental concern and group empathy, and improving consumers' self-other overlap can significantly improve consumers' green consumption intentions.

Key words: green consumption, group empathy, self-other overlap, generation Z

牟宇鹏, 祁晓燕, 丁志华. 群体共情视角下的绿色消费行为——自我-他人重叠的调节效应[J]. 管理评论, 2024, 36(1): 149-160.

Mou Yupeng, Qi Xiaoyan, Ding Zhihua. Understanding Green Consumer Behavior from the Perspective of Group Empathy—The Moderating Effect of Self-Other Overlap[J]. Management Review, 2024, 36(1): 149-160.

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