消费者绿色出行的心理因素分析

摘要

Based on the theory of planned behavior,the paper builds the concept model of psychological factors on green com-muting, and develops measurement instruments of the factors through a large-scale sample survey, then makes an empirical analysis by applying the structure equation model. The results show that:both the intention and the perceived behavioral con-trol have a direct impact on green commuting,while the intention has more prediction power;both the attitude and the subjec-tive norm have the direct effect on the intention,while the attitude’s impact is more significant;among different chains of cau-sality influencing green commuting, the most important one could be described as following:perceived effectiveness attitude intention green commuting. Finally,the paper discusses that the study can provide enlightenments to promote green commuting.%文章借鉴计划行为理论构建了绿色出行心理因素的概念模型，通过大样本的数据调查，开发了绿色出行行为及心理因素的测量工具，并应用结构方程模型进行实证分析。研究发现：意愿、感知行为控制两个因素都对绿色出行有直接的影响作用，而意愿对绿色出行的预测作用更大；态度、主观规范两个因素均对意愿有直接的影响作用，而态度对意愿的影响更强；在影响绿色出行的因果链条中，最重要的链条是感知效力→态度→意愿→绿色出行。最后，探讨了研究发现对于促进绿色出行的启示。