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在社会认知理论的基础上,通过多元回归分析对媒体宣传与绿色消费行为的关系机制进行研究,并探究了自我效能和个人结果期望在媒体宣传与绿色消费行为之间的中介作用。实证检验结果发现:传统媒体对消费者绿色消费行为的影响不显著,新媒体正面影响了消费者的绿色消费行为。同时,自我效能和个人结果期望在传统媒体与绿色消费行为关系中起到了完全中介的作用,在新媒体与绿色消费行为的关系中起到了部分中介作用。
Abstract：Based on the theory of social cognition, this paper studies the relationship between media propaganda and green consumer behavior through multiple regression analysis, and explores the mediating role between self-efficacy and personal outcome expectation in media propaganda and green consumer behavior. The empirical results show that the traditional media has no significant impact on the green consumption behavior of consumers, and the new media has a positive impact on the green consumption behavior of consumers. Meanwhile, self-efficacy and personal expectation play a role of complete intermediary in the relationship between traditional media and green consumption behavior, and some of them play a part of intermediary role in the relationship between new media and green consumption behavior.
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基本信息:
中图分类号:F713.55;G206
引用信息:
[1]赵莉,孙建鑫,张玲.媒体宣传与绿色消费行为关系研究——以社会认知理论为基础[J].山东工商学院学报,2021,35(05):79-91.
基金信息:
国家自然科学基金青年基金项目“转型经济情景下企业技术路径锁定效应对创新绩效的影响机理研究”(71402180); 江苏省教育厅社科项目“企业知识管理能力与技术创新绩效——组织敏捷性的作用研究”(2017SJB0930); 中央高校基本科研业务费项目“后发企业技术锁定及逆转机制研究”(2017WB13); 江苏省研究生科研创新计划项目“异质性视角下公众参与约束能否推动企业绿色技术创新?”(KYCX20＿2072); 中国矿业大学研究生创新计划项目“异质性视角下公众参与约束能否推动企业绿色技术创新?”(2020WLJCRCZL028)
2021-10-15
2021-10-15