绿色消费会传染吗?——绿色消费的社会扩散效应及其形成机制

摘要/Abstract

摘要： 在移动互联情境下,绿色消费行为的社会传染扩散效应日益突出,对于推行全社会"共同绿色"具有重要促进作用。以绿色消费为研究起点,通过网络问卷调查的方法收集1056份微观数据,检验移动互联时代绿色消费的社会扩散效应及其多重交互影响路径。研究结果显示:消费者的绿色购买行为、绿色使用行为、闲置回收行为均能促进其关注并分享绿色信息,形成社会扩散效应;关注产品层面的绿色信息和社会层面的绿色信息均在"行为-分享"影响关系中存在部分中介作用;婚姻状况、性别角色对"行为-关注-分享"模型的前半段具有部分双重调节作用,但是婚姻状况的调节作用并不稳定。在此基础上,构建了双路径绿色行为扩散理论,并提出"行为-搬运-行为(A-C-A)""行为-输入/输出-行为(A-I/O-A)"的绿色消费扩散机制,拓展了绿色消费理论和社会网络传染扩散理论,为社会实现"共同绿色"提供管理启示。

关键词: 绿色购买, 绿色使用, 闲置回收, 扩散效应, 绿色信息

Abstract: The social spreading effect of green consumption behavior is increasingly prominent under the mobile internet situation, which plays an important role in promoting the "common green" of the whole society. Taking green consumption as the research starting point, 1056 micro-data are collected through online questionnaire survey to test the social diffusion effect of green consumption and its multiple interaction influence paths in the era of mobile Internet. The research results show that consumers' green purchase behavior, green use behavior and recycling behavior can all promote their intention to care and share green information, forming social diffusion effect; Both product-level and social-level green information play a partial mediating role in the "behavior-sharing" relationship; Marital status and gender roles have partial dual regulatory effects in the first half of the "behavior-concern-sharing" mediation model, but the role of marital status is not stable. On this basis, the dual path behavior diffusion theory is constructed, and the green consumption diffusion mechanisms of "behavior handling behavior (A-C-A)" and "behavior input/output behavior (A-I/O-A)" are proposed. This research extends the theory of green consumption and the theory of social network contagion and diffusion, and provides management enlightenment for society to achieve "common green".

Key words: green buying, green use, recycling behavior, diffusion effect, green information

王建明, 冯雨. 绿色消费会传染吗?——绿色消费的社会扩散效应及其形成机制[J]. 管理评论, 2023, 35(7): 185-198.

Wang Jianming, Feng Yu. Will Green Consumption Be Contagious?——Social Diffusion Effect and Formation Mechanism of Green Consumption[J]. Management Review, 2023, 35(7): 185-198.

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