The Influence of Farmers′ Green Consumption Consciousness on Their Consumption 
Behavior

Abstract

Abstract: The choice of farmers′ consumption patterns is of great significance to the sustainable development of agricultural resources and environment. Based on the data of field research, this paper analyzes the influence of various consciousness dimensions of farmers′ green consumption on their consumption behaviors empirically and studies the regulating effect of inducing factors on farmers′ green consumption consciousness-green consumption behavior relationship with hierarchical regression method. The regression results show that the different dimensions of farmers′ green consumption have different influence on consumption behavior in different intensities and directions, and there exists a positive interaction effect between green consumption consciousness and environmental protection knowledge in the green consumption awareness structure, and the inducing factors have different regulating effects on farmers′ green consumption consciousness - green consumption behavior relationship, and there are significant differences in the conduction paths of the influence of different variables on consumption behavior in the green consumption consciousness-inducing factor-green consumption behavior model.

Key words: farmers, green consumption, consciousness, behavior, influence

ZHANG Yong-qiang, PU Chen-xi, PENG You-xing. The Influence of Farmers′ Green Consumption Consciousness on Their Consumption Behavior[J]. 商业研究.

References

注释： ①于伟（2009）认为，从严格意义上说，没有纯粹的绿色产品。消费者日常生活中购买、拥有、使用和处置的所有产品，都会在其生命周期的某个阶段对环境产生一定的负面影响。然而，可以根据产品对环境的影响程度将产品归类。如果一个产品对环境影响较低，就可以将其视为绿色产品。（绿色消费述评）例如，可降解的原料制品、能够回收可重复利用的产品、有机食品、节能产品等均属于绿色产品。 ②Prothero等（2011）认为绿色消费意识与消费行为不一致性的具体表现是，可持续的消费意识与不可续的消费行为二者之间存在偏差。 ③从理论上讲，农民的绿色消费意识各维度之间存在二阶以上的交互效应，但为了更加清晰地分析出意识各个维度之间的关系，本研究只考察意识各维度的二阶交互效应。相应地，后文中的调节效应指的也是二阶调节。参考文献：［1］Lee，C. Modifying an American Consumer Behavior Model for Consumers in Confucian Culture: The Case of Fishbein Behavioral Intentions Model ［J］．Journal of International Consumer Marketing，1990（1）：27-50. ［2］Schwepker, C. H. Jr., Cornwell，T. B. An Examination of Ecologically Concerned Consumers and their Intendon to Purchase Ecologically Packaged Products ［J］．Journal of Public Policy & Marketing，1991（2）：77-101. ［3］Prothero，Andrea and Dobscha,Susan and Freund，et al. Sustainable Consumption: Opportunities for Consumer Research and Public Policy［J］．Journal of Public Policy & Marketing，2011（1）:31-38. ［4］Schlegelmilch B B, Bohlen G M, Diamantopoulos A. The Link between Green Purchasing Decisions and Measures of Environmental Consciousness［J］.European Journal of Marketing,1996(5):35-55. ［5］Peattie K. Golden Goose The Hunt far the Green Consumer ［J］．Business Strategy and the Environment，2001（4）：187. ［6］Glig A.,et al. Green Consumption or Sustainable Lifestyles Identifying the Sustainable Consumer［J］．Futures,2005（37）:81-504. ［7］杨智,邢雪娜.可持续消费行为影响因素质化研究［J］．经济管理,2009(6). ［8］白光林,李国昊. 绿色消费认知、态度、行为及其相互影响［J］．城市问题,2012（9）:64-68. ［9］Bamherg, S.,Moser,G. Twenty Years after Hints，Hungerford and Tomera: A New Meta-analysis of Psychosocial Determinants of Pro-environmental Behavior［J］，Journal of Environmental Psychology, 2007（1）:14-25. ［10］Mosler, Hans-Joachim and Tamas，Andrea and Tobias，et al. Deriving Interventions on the Basis of Factors Influencing Behavioral Intentions for Waste Recycling, Composting and Reuse in Cuba［J］．Environment and Behavior, 200（4）:522-544. ［11］Menese，Gonzalo Diaz. Refuting Fear in Heuristics and in Recycling Promotion［J］．Journal of Business Research, 2010（2）:104-110. ［12］Osterhus T L. Pro-Social Consumer Influence Strategies: When and How Do They Work?［J］．Journal of Marketing,1997（4）:16-29. ［13］Wells，V. K., Punting, C., Peattie，K. Behavior and Climate Change: Consumer Perceptions of Responsibility［J］．Journal of Marketing Management，2011（7-8 ）:808-833. ［14］Press，Melea, Arnould，Eric J. Constraints on Sustainable Energy Consumption:Market System and Public Policy Challenges and Opportunities［J］．Journal of Public Policy & Marketing}, 2009（1）:102-113. ［15］于伟. 消费者绿色消费行为形成机理分析——基于群体压力和环境认知的视角［J］．消费经济,2009（4）:75-77+96. ［16］刘洪波. 长株潭郊区农民绿色消费的调查与分析［J］．技术经济与管理研究,2009（3）:123-125 ［17］Schultz P W, Nolan J M, Cialdini R B,et al. The Constructive, Destructive, and Reconstructive Power of Social Norms ［J］．Psychological Science,2007（5）：429-434. ［18］董雅丽,李晓楠,刘军智. 消费文化视域下的消费观念影响因素实证研究［J］．统计与决策,2012（2）:99-102. ［19］Chan R Y K. Determinants of Chinese Consumers’Green Purchase Behavior ［J］.Psychology & Marketing，2001 （4）:389-413. ［20］Van Vugt M. Community Identification Moderating the Impact of Financial Incentives in a Natural Social Dilemma Conservation ［J］.Personality and Social Psychology Bulletin, 2001（11）:1440-1449. ［21］Ajzen I. The Theory of Planned Behavior ［J］.Organizational Behavior for and Human Decision Processes,1991(50):179-211. ［22］朱诗娥,杨汝岱. 城乡居民消费差距与地区经济发展水平［J］．经济评论,2012（1）:76-84+107. ［23］王建明. 资源节约意识对资源节约行为的影响——中国文化背景下一个交互效应和调节效应模型［J］．管理世界,2013（8）:77-90+100.

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The Influence of Farmers′ Green Consumption Consciousness on Their Consumption Behavior

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