摘 要
随着全球环境问题日益严峻，绿色消费逐渐成为社会各界关注的焦点。本研究旨在探讨消费者对绿色产品的态度，基于可持续发展理念，深入分析影响消费者态度的关键因素。通过文献综述发现现有研究多集中于宏观层面，缺乏微观个体行为的具体剖析，因此本研究创新性地聚焦于消费者个体心理特征与社会环境因素的交互作用。采用问卷调查法，在全国范围内选取不同年龄、性别、收入水平的1200名消费者作为样本，运用结构方程模型进行数据分析。结果显示，消费者的环保意识、社会责任感显著正向影响其对绿色产品的态度；产品价格、质量感知是重要中介变量；社会规范在其中起到调节作用。进一步发现，年轻一代和高学历群体更倾向于接受绿色产品，且这种倾向受社交媒体传播的影响较大。本研究不仅丰富了绿色消费领域的理论框架，还为政府制定相关政策、企业开发绿色产品提供了实证依据，有助于推动绿色消费市场的健康发展。
关键词：绿色消费 消费者态度 环保意识
Abstract
As global environmental issues become increasingly severe, green consumption has gradually emerged as a focal point of attention across various sectors of society. This study aims to explore consumers' attitudes toward green products, grounded in the concept of sustainable development, and delves into the critical factors influencing these attitudes. Through a review of existing literature, it was found that most studies have concentrated on macro-level analyses while lacking specific examinations of micro-level individual behaviors. Therefore, this study innovatively focuses on the interaction between individual psychological characteristics and social environmental factors. A questionnaire survey method was employed, selecting 1200 consumers from different age groups, genders, and income levels nationwide as samples, with data analyzed using structural equation modeling. The results indicate that consumers' environmental awareness and sense of social responsibility significantly positively influence their attitudes toward green products; perceived product price and quality serve as important mediating variables; and social norms play a moderating role. Furthermore, it was discovered that younger generations and highly educated groups are more inclined to accept green products, and this inclination is significantly influenced by social media dissemination. This study not only enriches the theoretical fr amework of green consumption but also provides empirical evidence for government policy formulation and corporate green product development, contributing to the healthy development of the green consumption market.
Keyword:Green Consumption Consumer Attitude Environmental Awareness
目 录
1绪论 1
1.1研究背景与意义 1
1.2国内外研究现状 1
1.3研究方法概述 2
2消费者绿色产品认知 2
2.1绿色产品的定义与范畴 2
2.2消费者对绿色产品的理解 3
2.3影响认知的关键因素分析 3
3消费者态度形成机制 4
3.1态度形成的理论基础 4
3.2个人价值观对态度的影响 4
3.3社会环境对态度的塑造 5
4消费行为与态度关系 6
4.1购买意愿与实际行为 6
4.2态度一致性与不一致现象 6
4.3行为反馈对态度的反作用 7
结论 8
参考文献 9
致谢 10
