[1]邵继红,李彬竹.预期道德失调对消费者绿色购买意愿影响[J].湖北工业大学学报,2023,(6):24-28.
　SHAO Jihong,LI Binzhu.The Effect of AntiCipated Moral Dissonance on[JZ]Consumers’ Green Purchase Intention[J].,2023,(6):24-28.
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预期道德失调对消费者绿色购买意愿影响()
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《湖北工业大学学报》[ISSN:1003-4684/CN:42-1752/Z]

卷:
期数:
2023年第6期
页码:
24-28
栏目:
出版日期:
2023-12-20

文章信息/Info

Title:
The Effect of AntiCipated Moral Dissonance on[JZ]Consumers’ Green Purchase Intention
文章编号:
1003-4684(2023)06002405
作者:
邵继红; 李彬竹
(湖北工业大学经济与管理学院,湖北武汉４３００６８)
Author(s):
SHAO Jihong;  LI Binzhu
（School of Economics and Management, Hubei Univ. of Tech., Wuhan 430068,China）
关键词:
预期道德失调; 绿色购买意愿; 内疚感; 感恩特质行为
Keywords:
anticipatory moral dissonance;  green purchase intention;  guilt;  gratitude
分类号:
F713.55
文献标志码:
A
摘要:
以个人的不道德行为作为切入点,基于认知失调理论和道德补偿理论,通过问卷调查法,实证分析个体在预期自己将要实施不道德行为时,道德失调对绿色消费意愿的作用机制,并加入感恩特质作为调节变量.研究结果表明:预期道德失调会通过引发个体的内疚感,从而提高绿色消费意愿;这一过程作用到个体为感恩特质的正向调节.本研究不仅丰富了道德失调理论,而且为企业开展绿色营销提供管理启示.
Abstract:
Based on cognitive dissonance theory and moral compensation theory, this study empirically explores the mechanism of moral dissonance on green consumption intention when an individual expects to commit an immoral behavior (but does not commit the behavior), and adds gratitude trait as a moderating variable. The results show that the expected moral disorder will increase the willingness to spend green by triggering individual feelings of guilt. This process of action leads to the positive regulation of individual gratitude traits. This study not only enriches the theory of moral disorders, but also provides management enlightenment for enterprises to carry out green marketing.

参考文献/References:

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备注/Memo

备注/Memo:
[收稿日期]２０２２ -１０ -２７ [第一作者]邵继红(１９７０－),女,湖北钟祥人,湖北工业大学教授,研究方向为企业管理. [通信作者]李彬竹(１９９５－),男,湖北武汉人,湖北工业大学硕士研究生,研究方向为企业管理.
更新日期/Last Update: 2024-01-05