面子意识与绿色产品购买意向——使用情境和价格相对水平的调节作用

›› 2019, Vol. 31 ›› Issue (11): 139-146.

面子意识与绿色产品购买意向——使用情境和价格相对水平的调节作用

于春玲¹, 朱晓冬², 王霞³, 张一飞¹

1 清华大学经济管理学院, 北京 100084;
2 清华大学学生处, 北京 100084;
3 中国人民大学商学院, 北京 100872

收稿日期:2017-01-23 出版日期:2019-11-28 发布日期:2019-11-30
作者简介:于春玲,清华大学经济管理学院副教授,博士;朱晓冬,清华大学学生处讲师,博士;王霞,中国人民大学商学院副教授,博士;张一飞,清华大学经济管理学院第二学位本科学生。
基金资助:
国家自然科学基金面上项目（71272026）。

Face Consciousness and Green Buying Intention: The Moderating Effect of Consumption Context and Mediating Effect of Price

Yu Chunling¹, Zhu Xiaodong², Wang Xia³, Zhang Yifei¹

1 School of Economics and Management, Tsinghua University, Beijing 100084;
2 Department of Students Affairs, Tsinghua University, Beijing 100084;
3 School of Business, Renmin University of China, Beijing 100872

Received:2017-01-23 Online:2019-11-28 Published:2019-11-30

摘要/Abstract

摘要：

本文研究使用情境和价格相对水平如何调节消费者面子意识对绿色产品购买意向的影响，并分析感知社会价值在上述调节作用中的中介效应。发现公开情境下，爱面子的消费者更偏好绿色产品；私密情境下，面子意识不影响绿色产品购买意向。感知社会价值对使用情境在面子意识与绿色产品购买意向影响的调节中起中介作用。公开情境下，爱面子的消费者觉得绿色产品感知社会价值更高从而购买。当绿色产品价格稍高于普通产品时，爱面子的消费者更偏爱绿色产品；当绿色产品价格低于普通产品时，面子意识不影响绿色产品购买意向。研究发现对揭示绿色消费行为的社会动机及帮助企业制定绿色产品营销策略具有参考意义。

关键词: 面子意识, 绿色产品, 使用情境, 价格相对水平, 感知社会价值

Abstract:

To better understand how face consciousness influences green buying intention under the collectivism culture, this study builds a theoretical model including face consciousness, perceived social value and relative prices, and tests it through 3 studies. The results show that in the public context, customers with high face awareness display a preference toward green products over the same functional non-green products. In the private context, such preference is not observed. The study finds that perceived social value of high face awareness customers affects their green buying intentions. When green products have higher price over the ordinary products, compared to low face awareness groups, customers with high face awareness prefer green products. When green products have slightly lower price over the ordinary products, there is no significant difference between the two groups in preference for green products.

Key words: face consciousness, green products, public and private context, price, perceived social value

于春玲, 朱晓冬, 王霞, 张一飞. 面子意识与绿色产品购买意向——使用情境和价格相对水平的调节作用[J]. , 2019, 31(11): 139-146.

Yu Chunling, Zhu Xiaodong, Wang Xia, Zhang Yifei. Face Consciousness and Green Buying Intention: The Moderating Effect of Consumption Context and Mediating Effect of Price[J]. , 2019, 31(11): 139-146.

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