CAJ | 학술논문

本文主要探索外部因素影响消费者绿色消费行为的机制。首先参考计划行为理论构建了绿色消费行为影响机制的假设模型，然后根据假设模型设计调查问卷并开展了问卷调查；最后本研究对问卷调查所获得的909份样本数据进行了数据信度和效度检验，并用AMOS17．0软件对问卷调查数据和假设模型进行了结构方程模型的拟合检验。研究结果表明，绿色消费态度、绿色消费主观规范和绿色消费知觉控制三者之间相互影响显著，绿色消费主观规范和绿色消费知觉控制对绿色消费意向影响显著，而绿色消费意向对绿色消费行为影响显著；但是绿色消费态度对绿色消费意向的直接影响并不显著。
본문주요탐색외부인소영향소비자록색소비행위적궤제。수선삼고계화행위이론구건료록색소비행위영향궤제적가설모형，연후근거가설모형설계조사문권병개전료문권조사；최후본연구대문권조사소획득적909빈양본수거진행료수거신도화효도검험，병용AMOS17．0연건대문권조사수거화가설모형진행료결구방정모형적의합검험。연구결과표명，록색소비태도、록색소비주관규범화록색소비지각공제삼자지간상호영향현저，록색소비주관규범화록색소비지각공제대록색소비의향영향현저，이록색소비의향대록색소비행위영향현저；단시록색소비태도대록색소비의향적직접영향병불현저。
This research try to explores the mechanism of external elements influencing consumer green con- sumption behavior. 1his research firstly constructs a hypothetical model of influencing mechanism of con- suner green consumption behavior referring to the Theory of Plan Behavior; then a questionnaire based on the hypothetical model is designed and conducted; finally, 909 sample data acquired from the questionnaires are tested for credibility and liability, AMOS17. 0 software is used to fit the hypothetical model as structural e- quation modeling. The research results show that consumer green consumption attitude, subjective norm and perceived control influence each other, subjective norm and perceived control influence green comumption intention significantly, and intention influence green consumption behavior significantly. This research also proves that the influencing of green comumption attitude to the intention is not significant. This result is a meaningful guidance to green marketing practice.