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论文编号：	15505
作者编号：	2120236111
上传时间：	2025/6/13 14:25:06
中文题目：	中国MZ世代价值观对纯素化妆品购买行为的影响研究 ——基于VAB模型
英文题目：	The Impact of Chinese MZ Generation’s Values on Vegan Cosmetics Purchase Behavior: Based on the VAB Model
指导老师：	方磊
中文关键字：	纯素化妆品；可持续供应链管理；VAB模型；结构方程模型
英文关键字：	Vegan cosmetics; Sustainable supply chain management; VAB theory; Structural equation model
中文摘要：	随着全球环境与生态问题日益突出，可持续消费逐渐成为社会关注的核心议题。作为可持续供应链管理（SSCM）的重要组成部分，纯素化妆品市场强调在产品生命周期全过程中排除动物来源成分、拒绝动物实验（无残忍、Cruelty-Free），并实现生产及包装环节的环保化与伦理化，已成为当前企业实现差异化竞争优势的重要路径之一。 本研究基于价值—态度—行为（Value-Attitude-Behavior, VAB）理论，结合可持续供应链管理视角，以中国90后与00后消费者（MZ世代）为研究对象，系统探讨伦理价值、功能价值与感知安全价值三种消费价值维度对认知态度、情感态度及购买行为意愿的影响机制。在此基础上，构建了包含直接路径、态度中介路径和消费者价值间接路径在内的结构方程模型（SEM），并通过AMOS 26.0 软件对模型各路径关系进行了实证验证，以揭示价值—态度—行为之间的因果机制。 研究发现，中国 MZ 世代消费者在纯素化妆品消费中展现出多元化的价值感知倾向，尤其重视产品的功能价值，即实际功效与使用体验；伦理价值与感知安全价值亦对认知与情感态度具有显著正向影响，特别是伦理价值在情感态度中的作用最为突出，体现出消费者对企业社会责任与伦理行为的高度敏感性。 进一步分析表明，认知态度与情感态度均显著正向影响购买行为意愿，且情感态度的中介效应更为明显。此外，三类消费价值不仅通过态度间接影响购买意愿，也存在直接路径影响，尤其是功能价值对购买意愿的直接效应最为显著。 基于模型验证结果，研究提出企业应在强调产品功效的同时，强化供应链透明度，通过权威认证与信息公开机制建立消费者信任与情感联结。在此基础上，进一步提出了构建兼具功能性与伦理性的供应链体系、加强纯素认证与透明化管理、推动个性化与柔性化供应链策略等实践建议。同时，研究也指出未来可在消费者群体细分、价格敏感性分析及供应链实务路径构建等方面进一步拓展。 综上所述，本研究不仅拓展了纯素化妆品与可持续消费领域的理论研究边界，也为相关企业进入或深化中国市场提供了明确的实证依据与管理启示，具有重要的学术价值与现实指导意义。
英文摘要：	With growing global concerns over environmental and ecological issues, sustainable consumption has become a critical topic. As part of Sustainable Supply Chain Management (SSCM), the vegan cosmetics market emphasizes eliminating animal-derived ingredients and animal testing (Cruelty-Free) throughout the product lifecycle, promoting environmentally and ethically responsible production and packaging. This market has become a key avenue for companies to establish differentiated competitive advantages. This study adopts the Value–Attitude–Behavior (VAB) model and incorporates an SSCM perspective to examine how ethical value, functional value, and perceived safety value influence cognitive and affective attitudes and purchase intention among Chinese MZ generation consumers (those born in the 1990s and 2000s). A structural equation model (SEM) was developed and empirically tested using AMOS 26.0, including direct, indirect, and mediating path structures. The results show that MZ consumers hold diverse value perceptions, with functional value—practical efficacy and usage experience—being most emphasized. Ethical and safety values also positively affect attitudes, especially ethical value, which has the strongest influence on affective attitude, indicating consumers’ sensitivity to corporate social responsibility and ethical behavior. Both cognitive and affective attitudes significantly enhance purchase intention, with affective attitude playing a more pronounced mediating role. Furthermore, all three values exert both indirect effects via attitudes and direct effects on purchase intention, with functional value showing the strongest direct impact. Based on these findings, the study proposes practical strategies such as enhancing supply chain transparency, leveraging authoritative vegan certification, and building consumer trust and emotional connection. It also recommends constructing supply chains that integrate functionality with ethics, promoting personalized and flexible strategies. Future research could explore consumer segmentation, price sensitivity, and SCM implementation. This study broadens the theoretical scope of research on vegan cosmetics and sustainable consumption and offers empirical and managerial implications for companies aiming to enter or expand within the Chinese market.
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