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论文编号：	6518
作者编号：	1120110765
上传时间：	2014/6/13 11:56:32
中文题目：	道德认同与绿色消费
英文题目：	Moral Identity and Green Consumption: The Mediation Effect of Environmental Protection Self-Accountability
指导老师：	李东进
中文关键字：	绿色消费；道德认同；环境保护；自我担当
英文关键字：	Green Consumption; Moral Identity; Environmental Protection; Self-Accountability
中文摘要：	空气污染、全球变暖、能源危机等环境问题越发严重，环境保护和可持续发展等关系人类生存发展的课题得到越来越广泛的关注。消费者在环境保护活动中扮演着举足轻重的角色，一方面，消费者自身的消费行为会对环境产生直接影响，另一方面，消费者对环保问题的关注、对绿色产品的需求、对企业环境保护行为的支持，和对企业环境破坏行为的抵制会推动企业朝着环保的方向发展，从而通过企业对环境产生间接影响。然而，在中国，绿色消费才刚刚起步，还没有深入人心。以往很多研究表明即使那些对绿色消费有明确支持态度的消费者也较少将这种支持态度转化为对绿色消费的积极行为。让消费者以对环境负责的方式行事是一个非常有挑战性的任务，这是因为保护环境行为的受益者往往不是消费者自己，而是社会、其他消费者，或者地球。消费者在促成社会、他人导向益处的同时给自己带来了成本。因此，营销者面临的一个重要课题就是如何促进消费者的绿色消费。虽然，国内外已有一些关于绿色消费的研究，这个领域的研究也取得了一定的进展，但是，这方面研究还存在很多不足之处，为进一步研究提供了机会。首先，研究较为分散和零散，缺乏一个整合的模型；其次，对绿色消费心理机制的研究不够深入；最后，一些可能对绿色消费产生影响的变量还没有得到关注。因此，本研究基于道德认同理论探讨了道德认同与绿色消费的关系，以及环保自我担当的中介作用，并找到了一些可以调节三者关系的变量。道德认同是围绕一系列道德特性组织的自我概念，是一个人持有的关于其道德特质的心理表征，是道德自我的认知图式，代表一个人关于道德特性、感觉和行为的联想认知网络。道德认同理论认为当人们的道德自我图式在记忆中长期或暂时可接近时，人们会有更强的利他倾向，而绿色消费本质上是利他的，由此，本研究认为道德认同对消费者绿色消费倾向有正向影响作用。而反映人们践行环保自我标准愿望的环保自我担当中介道德认同与消费者绿色消费倾向的关系，研究通过实验一验证了以上假设。本研究将可以调节道德认同与消费者绿色消费倾向关系的变量分成了两类，一类调节了环保自我担当中介作用的变量，另一类是被环保自我担当中介的调节变量。据此，提出了两个理论框架，并通过实验进行验证。其中，既调节道德认同与消费者绿色消费倾向关系，又调节环保自我担当中介作用的变量有产品诉求、产品环保声明的信息可靠性，和产品的环保效能。研究二到研究四的研究结果表明：1）当对绿色产品的宣传采用利己诉求时，道德认同不影响消费者的绿色消费倾向，环保自我担当不中介道德认同与消费者绿色消费倾向的关系，而当对绿色产品的宣传采用利他诉求的时候，道德认同正向影响消费者的绿色消费倾向，环保自我担当中介道德认同与消费者绿色消费倾向的关系；2）当消费者认为企业对产品的环保声明有较低的信息可靠性时，道德认同负向影响消费者的绿色消费倾向，环保自我担当不中介道德认同与消费者绿色消费倾向的关系。当消费者认为企业对产品的环保声明有较高的信息可靠性时，道德认同正向影响消费者的绿色消费倾向，环保自我担当中介道德认同与消费者绿色消费倾向的关系；3）当产品的环保效能较低时，道德认同不影响消费者的绿色消费倾向，环保自我担当不中介道德认同与消费者绿色消费倾向的关系。当产品的环保效能较高时，道德认同正向影响消费者的绿色消费倾向，环保自我担当中介道德认同与消费者绿色消费倾向的关系。而既调节道德认同与消费者绿色消费倾向关系，又被环保自我担当中介的调节变量包括印象管理动机、规范信念、产品类型，和解释水平。研究五到研究九的研究结果表明：1）当消费者有较强的印象管理动机时，道德认同不影响消费者的绿色消费倾向，当消费者没有较强的印象管理动机时，道德认同正向影响消费者的绿色消费倾向，环保自我担当中介印象管理动机对道德认同与消费者绿色消费倾向关系的调节；2）当消费者认为环境保护符合社会规范时，印象管理动机调节道德认同与消费者绿色消费倾向的关系，而当消费者认为环境保护不符合社会规范时，印象管理动机不调节道德认同与消费者绿色消费倾向的关系，环保自我担当中介消费者规范信念对印象管理动机调节作用的再调节；3）当绿色产品是放纵品时，道德认同不影响消费者的绿色消费倾向，当绿色产品是必需品时，道德认同正向影响消费者的绿色消费倾向，环保自我担当中介产品类型对道德认同与消费者绿色消费倾向关系的调节；4）当消费者处于高解释水平时，道德认同不影响消费者的绿色消费倾向，当消费者处于低解释水平时，道德认同正向影响消费者的绿色消费倾向，环保自我担当中介解释水平对道德认同与消费者绿色消费倾向关系的调节作用。本研究通过实验方法探讨了道德认同与绿色消费的关系，环保自我担当的中介作用，以及调节三变量关系的变量，弥补了以往缺乏绿色消费整合模型、缺少绿色消费心理机制探讨的不足，找到了促进消费者绿色消费的新变量，为如何引导消费者绿色消费提供了新的洞见。
英文摘要：	Environmental issues such as air pollution, global warming and energy crisis become severe. People pay more and more attention to environmental protection and sustanibility which relate to the survival and development of human beings. Consumers play an important role in environmental protection activities. On one hand, consumption behaviors of consumers have direct impact on environment, on the other hand, consumers’ environmental concern, consumers’ need of green products, consumers’ support to coporations’ environmental protection behaviors, and consumers’ boycott to coporations’ environmental harm behaviors drive coporations to the direction of environmental protection, and thus consumers have indirect impact on environment through corporations. However, green consumption just spring up, and has not deeply rooted in everyone’s mind in China. Many studies indicate even consumers who have definitely supportive attitude toward green consumption seldom turn this supportive attitude into positive behavior. It is a challenging task to let consumers behave in an environmentally responsible manner. That’s because the beneficits of environmental protection are not consumers themselves, but the society, other consumers, or the planet. Consumers promote the society’s, other-oriented benefits while incur costs to themselves. As a result, it is important for marketers to figure out how to promote consumers’ green consumption. Though, there have been some domestic and international studies relating to green consumption, and some progress has been made in this area, there are many shortcomings in this research area and this provides opportunities for further study. First of all, previous studies are disperse and scattering, and lack an integrated model. Secondlly, studies about green consumption’s psychological mechanism are not deep enough. Thirdly, some variables which might have impact on green consumption potentially have not been paid attention. Therefore, this study will investigate the relationship between moral identity and green consumption and the mediation effect of environmental protection self-accountability, and find some virables which might moderate these three variables. Moral identity is a self-conception organized around a set of moral traits, is a mental representation about his/her moral traits an individual possesses, is a moral self-cognitive schema, and represents a person’s associative cognitive network of related moral traits, feelings and behaviors. The theory of moral identity indicates when people’s moral self-schemas are long-term and temporarily accessible in memory, people will have stronger other-benefits inclination. Green consumption is other-benefits in nature. Accordingly, this research proposes that moral identity has a positive effect on consumers’ green consumption and environmental protection self-accountability which reveals people’s desire to live up to their environmental protection self-standards mediates the relationship betwwen moral identity and consumers’ green consumption. This research verifies the hypothesis above through Study One. This research divides virables that moderate the relationship between moral identity and consumers’ green consumption inclination into two parts. One part virables moderate the mediation effect of environmental protection self-accountability. One part virables are moderators which are mediated by environmental protection self-accountability. On these grounds, this study proposes two theoretical frameworks, and tests through experiments. Variables that moderate the relationship between moral identity and consumers’ green consumption inclination and moderate the mediation effect of environmental protection self-accountability are product appeal, information reliability of products’ environmental protection claims, and products’ environmental protection efficacy. The results from study Two to study Four rveal: 1)when green products’ promotion use self-benefit appeal, moral identity doesn’t affect consumers’ green consumption inclination and environmental protection self-accountability doesn’t mediate the relationship between moral identity and consumers’ green consumption inclination, while, when green products’ promotion use other-benefit appeal, moral identity has a positive effect on consumers’ green consumption inclination and environmental protection self-accountability mediate the relationship between moral identity and consumers’ green consumption inclination; 2) when consumers believe corporations’ environmental protection claims on products have lower information reliability, moral identity has a negative effect on consumers’ green consumption inclination and environmental protection self-accountability doesn’t mediate the relationship between moral identity and consumers’ green consumption inclination, while, when consumers believe corporations’ environmental protection claims on products have higher information reliability, moral identity has a positive effect on consumers’ green consumption inclination and environmental protection self-accountability mediate the relationship between moral identity and consumers’ green consumption inclination; 3) when products’ environmental protection efficacy is lower, moral identity doesn’t affect consumers’ green consumption inclination and environmental protection self-accountability doesn’t mediate the relationship between moral identity and consumers’ green consumption inclination, while, products’ environmental protection efficacy is higher, moral identity has a positive effect on consumers’ green consumption inclination and environmental protection self-accountability mediate the relationship between moral identity and consumers’ green consumption inclination. Variables that moderate the relationship between moral identity and consumers’ green consumption inclination and being moderators which are mediated by environmental protection self-accountability include impression management motive, norm belief, product type, and construal level. The results from Study Five to Study Nine reveal: 1) when consumers have stronger impression motive, moral identity doesn’t affect consumers’ green consumption inclination, while, when consumers don’t have strong impression motive, moral identity has a positive effect on consumers’ green consumption inclination, and environmental protection self-accountability mediate the moderation effect of impression motive on the relationship between moral identity and consumers’ green consumption inclination; 2) when consumers believe environmental protection conform to social norm, impression motive moderate the relationship between moral identity and consumers’ green consumption inclination, while, when consumers believe environmental protection doesn’t conform to social norm, impression motive doesn’t moderate the relationship between moral identity and consumers’ green consumption inclination, and environmental protection self-accountability mediate the remoderation effect of consumers’ norm belief on the moderation effect of impression motive; 3) when green products are indulgence, moral identity doesn’t affect consumers’ green consumption inclination, while, when products are necessities, moral identity has a positive effect on consumers’ green consumption inclination, and environmental protection self-accountability mediate the moderation effect of product type on the relationship between moral identity and consumers’ green consumption inclination; 4) when consumers are in high construal level, moral identity doesn’t affect consumers’ green consumption inclination, while, when consumers are in low construal level, moral identity has a positive effect on consumers’ green consumption inclination, and environmental protection self-accountability mediate the moderation effect of construal level on the relationship between moral identity and consumers’ green consumption inclination. This study investigates the relationship between moral identity and green consumption, the mediation effect of environmental protection self-accountability, and the variables moderate the relationships between these three variables. This study makes up for the shotcomings of previous studies which lack integrated model of green consumption and lack psychological mechanism of green consumption, and find out new variables to promote consumers’ green consumption. This study provides new insight to how to guide consumers to be engaged in green consumption.
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