摘要
随着全球环境问题日益严峻，绿色广告作为传播环保理念的重要媒介，其对消费者环保意识的影响逐渐成为学术界关注的焦点。本研究旨在探讨绿色广告与消费者环保意识之间的关系，并分析不同因素如何调节这一过程。通过文献回顾发现，现有研究多集中于绿色广告的效果评估，而对其作用机制及个体差异的探讨尚显不足。为此，本研究采用定量与定性相结合的方法，以问卷调查和深度访谈为主要工具，选取500名城市消费者为样本，从认知、情感和行为三个维度测量其环保意识水平。研究结果表明，绿色广告能够显著提升消费者的环保认知和情感认同，但对实际环保行为的促进作用相对有限。此外，个体价值观和社会规范在绿色广告效果中起到重要调节作用。本研究的创新点在于首次引入社会认知理论框架，揭示了绿色广告影响消费者环保意识的具体路径，并提出通过强化社会责任感和群体效应来优化广告策略的建议。研究不仅为绿色广告的实践提供了理论支持，还为推动消费者环保行为转化提供了新的视角，具有重要的学术价值和现实意义。
关键词：绿色广告；消费者环保意识；社会认知理论；个体价值观；行为转化
Abstract
As global environmental issues become increasingly severe, green advertising, as a crucial medium for disseminating eco-consciousness, has gradually drawn academic attention regarding its influence on consumers' environmental awareness. This study aims to explore the relationship between green advertising and consumers' environmental awareness while analyzing how various factors moderate this process. A review of existing literature reveals that most studies have focused on evaluating the effectiveness of green advertising, with insufficient exploration of its underlying mechanisms and individual differences. To address this gap, this study employs a mixed-methods approach, utilizing questionnaires and in-depth interviews, with a sample of 500 urban consumers. Environmental awareness is measured across three dimensions: cognition, emotion, and behavior. The findings indicate that green advertising significantly enhances consumers' environmental cognition and emotional identification but exhibits relatively limited effects on actual pro-environmental behaviors. Furthermore, individual values and social norms play important moderating roles in the effectiveness of green advertising. A key innovation of this study lies in its application of the social cognitive theory fr amework, which elucidates the specific pathways through which green advertising influences consumers' environmental awareness. It also proposes optimizing advertising strategies by strengthening social responsibility and leveraging group effects. This research not only provides theoretical support for green advertising practices but also offers new insights into promoting the transformation of consumers' environmental behaviors, thereby contributing significant academic value and practical implications.
Keywords：Green Advertising; Consumer Environmental Awareness; Social Cognitive Theory; Individual Values; Behavior Transformation
目 录
摘要 I
Abstract II
一、绪论 1
(一) 绿色广告与消费者环保意识的研究背景 1
(二) 研究绿色广告与消费者环保意识的意义 1
(三) 国内外研究现状分析 1
(四) 本文研究方法与技术路线 2
二、绿色广告对消费者环保意识的影响机制 2
(一) 绿色广告的基本概念与特征 2
(二) 消费者环保意识的形成过程 3
(三) 绿色广告影响消费者环保意识的理论模型 3
(四) 影响机制的关键要素分析 4
三、消费者环保意识对绿色广告的反馈作用 4
(一) 消费者环保意识的表现形式 4
(二) 环保意识对绿色广告接受度的影响 5
(三) 消费者行为与绿色广告效果的关系 5
(四) 反馈作用的双向互动机制 6
四、绿色广告与消费者环保意识关系的实证研究 6
(一) 实证研究的设计与方法 6
(二) 数据收集与样本特征分析 7
(三) 研究结果与讨论 7
(四) 实证研究的启示与建议 8
结 论 9
参考文献 10
