绿色消费态度－行为差距分析及其干预

摘要

The attitude -behavior gap in green consumption is an important theme within the research literature,but the conclusions are fragmentized and need to be integrated to show a clear picture.The present study attributes the attitude -behavior gap to methodological cause and influencing factor cause,which includes the reference group,the nature of green products,individual’s competence,habits and situational factors,and analyzes the two kinds of causes respectively.Af-ter that,the present study illustrates the intervention measures of bridging the gap in detail,and constructs the conceptual framework at last,which could provide the theoretical basis and promising directions for future research,and could be ben-efit to understand the gap in green consumption and to take measures to translate attitudes into more meaningful behaviors.%绿色消费态度－行为差距是绿色消费研究中的一个重要主题，然而相关研究结论碎片化，有待梳理整合以呈现出一个清晰画面。应用文献分析方法将这一差距归因于方法性原因和影响因素原因分别进行阐述分析，其中影响因素包括参照群体影响、产品因素、个人能力、习惯以及情境因素；进一步对缩小这一态度行为差异的干预策略进行详细阐述，最终构建绿色消费态度－行为差距影响因素和干预策略模型。这一理论构架的提出为未来的研究探索提供了理论基础与可能的研究方向，有利于更好地理解绿色消费态度－行为差距，有利于采取相关举措促进绿色消费态度向绿色消费行为的转化。