摘要
基于计划行为理论,从绿色消费态度视角出发,运用结构方程模型研究消费者对森林认证产品的消费行为机制。结果表明:消费者的消费态度正向影响消费者对森林认证产品消费的主观规范和感知行为控制;消费者对森林认证产品消费的主观规范正向影响消费者的消费行为意向,且在消费态度与行为意向之间起完全中介作用;消费者对森林认证产品消费的感知行为控制正向影响消费者的消费行为意向,且在消费态度与行为意向之间起完全中介作用;消费者对森林认证产品消费的行为意向正向影响消费者的消费行为。由此提出利用网络平台促进与消费者的交流、提高消费者对森林认证产品的主观规范等建议。
⑴Background——Forest certification is an important tool to ensure sustainable forest management and create social welfare.However,it's not much match well between previous research and practical application,so it is necessary to clarify the mechanism of consumers'purchase decision.⑵Methods——The theory of green consumption and the theory of planning behavior are used to build the model.And structural equation model is chosen to analyze the main path of the model,while bootstrap method is used to test the intermediary effect.A total of 278 valid questionnaires are collected.⑶Results——The average score of attitude towards consumption of forest certified products is 4.039,and the experience of purchasing forest certified furniture products is 6.79%,indicating that the respondents have a higher consumption attitude towards forest certification products,while there is a certain gap between the actual consumption behavior and attitude.At the same time,through the main path analysis of structural equation model and bootstrap test,the results show that the consumption attitude of forest certification products has a positive impact on subjective norms and perceived behavior control(P<0.001),which shows that the more active consumers are in the decision-making of forest certification products,the more willing they are to pay more for forest certification products..The consumption attitude of forest certification products did not affect behavior intention(P=0.602),which shows that consumers'purchase attitude towards forest certification products has no significant impact on consumers'consumption intention.As a green product,consumers'consumption attitude towards forest certification products is essentially a green consumption attitude.Under the guidance of public opinion,citizens'awareness of environmental protection is improved and consumption attitude is higher.The subjective criterion(P<0.000)and perceived behavior control(P<0.010)for consumption of forest certification products positively affected behavioral intention,indicating that the higher the level of subjective criterion of consumption of forest certification products,the more likely consumers are to consider purchasing forest certification products.The behavioral intention for consumption of forest certification products had a positive effect on consumption behavior(P<0.010),which shows that the behavior intention of consumers to forest certification products can directly predict their consumption behavior.The subjective norm(P=0.011)and perceived behavior control(P=0.011)of forest certification consumption play a completely mediating role between consumption attitude and behavior intention respectively,which means that the consumption attitude of forest certification products can not directly determine the behavior intention of consumers,but also be affected by the subjective norm and perceptual behavior control.⑷Conclusions and Discussions——According to the theoretical model of consumers'purchase decision-making for forest certification products,the process of consumers'purchase decision-making can be analyzed.The attitude of consumers towards forest certification products has no obvious influence on their purchase behavior intention,but it can indirectly influence their behavior intention through subjective norms and perceptual behavior control,by contrast,the behavior intention of consumers towards forest certification products can directly predict their consumption behavior.Based on the above conclusion,the following proposals are put forward:①communication with consumers on the network platform should be promoted to improve the subjective norms of consumers for forest certification products;②the advantages of forest certification need to be highlighted in order to enhance the control of consumers'perception of forest certification products;③the role of consumer attitudes towards forest certification products in consumer behavior should be clarified,so as to reasonably allocate the proportion of marketing resources.
作者
汤德聪
陈仪微
孙丽丽
许安心
TANG Decong;CHEN Yiwei;SUN Lili;XU Anxin(College of Management and Economics,Fujian Agriculture And Forestry University,Fuzhou 350002,China)
出处
《林业经济问题》
北大核心
2021年第2期180-187,共8页
Issues of Forestry Economics
基金
福建省财政厅委托研究项目(K8199M02A)。
关键词
森林认证
产品
绿色消费
态度
行为
forest certification
products
green consumption
attitude
behavior
