CAJ | 학술논문

研究了心理意识因素影响消费者生态文明行为的路径,并考察了人口统计变量对这些路径关系是否存在调节效应。结果表明,资源环境情感、社会责任意识对生态文明行为存在直接效应,资源环境感知对生态文明行为存在间接效应,资源环境知识、个人消费观念对生态文明行为既存在直接效应也存在间接效应。另外,性别、年龄、学历、收入这4个人口统计变量对于心理意识变量和生态文明行为之间的特定路径关系存在调节效应,它们影响着以上特定路径关系的有无或强弱。
연구료심리의식인소영향소비자생태문명행위적로경,병고찰료인구통계변량대저사로경관계시부존재조절효응。결과표명,자원배경정감、사회책임의식대생태문명행위존재직접효응,자원배경감지대생태문명행위존재간접효응,자원배경지식、개인소비관념대생태문명행위기존재직접효응야존재간접효응。령외,성별、년령、학력、수입저4개인구통계변량대우심리의식변량화생태문명행위지간적특정로경관계존재조절효응,타문영향착이상특정로경관계적유무혹강약。
This study is designed to explore the path and mechanism of consumer＇s psychological factors to their ecologically conscious behaviors（ECB）.Our study shows that,① affection toward resource and environment problem and social consciousness of responsibility have direct effects upon consumer＇s behavior;② perception of resource and environment problem has indirect effects upon consumer＇s behavior;③ knowledge on resource and environment and individual consumption concept have both direct and indirect effects upon consumer＇s behavior.What＇s more,such demographic factors as gender,age,education level and income have moderating effects on the paths above.These conclusions provide some implications for social marketing strategy.