消费者绿色食品购买意向形成机制概念模型构建——基于计划行为理论延伸视角被引量：4

Construction of the Formation Mechanism Conceptual Model of Consumers' Intention to Purchase Green Food— Based on an Extended TPB Model

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摘要近年来,在可持续发展理念的引领下,"绿色消费"浪潮席卷而来,绿色食品开始走进人们的生活。该研究以计划行为理论(TPB)为基础,引入健康意识、社会影响2个变量对原模型进行扩展,认为健康意识、社会影响分别对行为态度和主观规范施以正向影响,并间接影响消费意向;计划行为理论模型对消费者绿色食品的购买意向具有很好的预测能力,即行为态度、主观规范和知觉行为控制能够共同解释行为意向。 In recent years,the wave of green consumption rolls up like a mat under the guidance of sustainable development concept,and green food begins to enter people＇s life. Based on the Theory of Planned Behavior（ TPB）,this paper extended the TPB model by introducing health consciousness and social influence and considered that health consciousness and social influence respectively insert positive influence on behavioral attitude and then indirectly affected consume intention; the TPB model can effectively predict the consumers＇ intention to purchase green food,namely,behavioral attitude,subjective norm and perceived behavioral control jointly explained the behavioral intention.

作者胡煜晗白雪珊

机构地区北京林业大学

出处《安徽农业科学》 CAS 2016年第10期261-263,共3页 Journal of Anhui Agricultural Sciences

基金国家社科基金项目(13CGL089) 教育部博士点基金项目(20120014120020) 北京林业大学大学生创新创业训练计划项目(X201510022068)

关键词绿色食品计划行为理论购买意向 Green food Theory of Planned Behavior Purchase intention

分类号 S9 [农业科学—水产科学]

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