中国临床心理学杂志

时间参照对绿色消费的影响：价值偏好的中介作用

作者：王财玉雷雳吴波

单位：1. 信阳师范学院心理学系信阳 464000 2. 中国人民大学心理学系北京 100872 3. 天津财经大学商学院市场营销系天津 300000

分类号：R395.1

出版年,卷(期):页码：2017,25(3):422-425

摘要：

目的：伴随着物质主义泛滥所造成的环境危害，绿色消费作为一种健康的消费模式虽然日益得到关注，但它依然属于小众消费，具有高环保-低流行的特征，本研究试图探讨时间参照是如何影响绿色消费的。方法：首先，测量了不同购买时间点上个人价值和伦理价值在消费决策中的重要性；最后，在不同购买的时间点上测量被试绿色产品的购买意愿。结果：①相对于远期购买情境，近期购买情境下个体对绿色产品购买意愿较低。②相对于远期购买情境，近期购买情境下伦理价值在决策中权重较低，而个人价值无论远期或近期权重都较高。③伦理价值相对重要性部分中介了时间参照与绿色产品购买意愿之间的关系。结论：个体更倾向于在将来而不是现在购买绿色产品从而导致绿色消费的不作为，伦理价值相对重要性在其中起到中介作用。

Objective: This study attempted to discuss how consumers to weighed attributes of green product between the sales and the popular according to the reference time. Methods: First, participants were asked to evaluate the importance of personal and ethical value at different time distances; then, participants made the purchase intention between ordinary products and green products in the nine semantic point scales accordingly. Results: ①First, compared to the longterm purchase situation, the purchase intention of green product was lower in the near future. ②Second, relative to the longterm purchase situation, the importance of ethical value in the recent purchase situation was lower, It is noted that the importance of the individual value was always high. ③The relative importance of ethics value mediated the relationship between the time distance and the relative purchase intention of green products. Conclusion: This psychological tendency possibly explains the time referenced effect of green consumption, suggesting that consumer is more inclined to buy green products in the future.

基金项目：

本研究得到国家自然科学基金项目（71502157，71502120）、信阳师范学院‘南湖学者奖励计划’青年项目（NanhuScholars Program for Young Scholars of XYNU）的资助

作者简介：

参考文献：

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