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本研究围绕生态消费,采用调查法探究社会价值取向对生态消费的影响机理。研究结果表明亲社会者比亲自我者更可能进行生态消费,并且社会价值取向通过内群体认同对生态消费产生影响。但是在面子意识的影响下,亲自我者的行为发生了显著的变化。与面子意识较低的亲自我者相比,面子意识较高的亲自我者实施生态消费的行为倾向得到显著改善,更可能进行生态消费;而面子意识对亲社会者的生态消费行为影响效果却变得不显著。本研究进一步探究面子意识的调节作用,结果发现面子意识的调节效应部分地通过主效应发挥作用,部分地通过中介变量内群体认同发挥作用,论文最后还讨论了面子研究的现状,并从理论归因和方法论归因对本文的研究结果进行了解释。本研究丰富了中国本土消费行为的研究,并对中国商家推广生态产品有较好的实践指导意义。
This study focuses on ecological consumption and investigates the impact mechanism of social value orientation on ecological consumption by means of investigation. The results show that pro-social individuals are more likely to make ecological consumption than self-actualized individuals, and social values have an impact on eco-consumption through internal group identity. However, under the influence of face awareness, the behavior of the person-in-possession has undergone significant changes. Compared with those self-actualizers with lower face-awareness, those who have higher face-awareness personally implement ecological consumption have significantly improved their behavioral tendencies and are more likely to carry out ecological consumption. However, the effect of face-awareness on pro-social ecological consumption behaviors Become not significant. The study further explores the regulatory role of face-awareness, and found that the regulatory effect of face-awareness plays a part-part role through the main effect and partly through the group identity within the mediating variable. Finally, the thesis also discusses the status quo of face-based research, Because of the methodological attribution, the research results of this paper are explained. This study enriches the study of Chinese domestic consumption behavior and has a good practical guiding significance for Chinese merchants to promote eco-products.