面子意识对大学生绿色食品购买意愿的影响：一个有调节的中介模型

The Influence of Face Consciousness on College Students’ Green Food Purchase Intention: A Moderated Mediation Model

摘要: 随机选取258名大学生为研究对象。采用问卷法考察面子意识与大学生绿色食品购买意愿的关系，探讨感知信息不对称和使用情境在其中发挥的作用。结果显示：1) 一致性面子意识、差异性面子意识和他人导向性面子意识能显著正向预测大学生绿色食品购买意愿，感知信息不对称在其中起到了部分中介作用；2) 使用情境调节了差异性面子意识与感知信息不对称的关系。自用情境下，差异性面子意识和感知信息不对称之间没有因果关系；共享情境下，差异性面子意识能够正向预测感知信息不对称。结果表明，提升大学生面子意识，能有效促进其购买绿色食品的意愿，促进绿色消费。

Abstract: 258 college students were randomly selected as the research object. Questionnaire was used to investigate the relationship between face consciousness and college students’ green food purchase intention, and to explore the role of information asymmetry perception and public and private context in this relationship. The results show that: 1) consistency face consciousness, difference face consciousness and others’ guiding face consciousness can significantly and positively predict college students’ green food purchase intention, perceived information asymmetry plays a partial mediation role in it; 2) public and private context regulates the relationship between difference face consciousness and perceived information asymmetry. In the context of self use, there is no causal relationship between difference face consciousness and perceived information asymmetry. In a shared context, difference face consciousness can positively predict perceived information asymmetry. The results show that improving college students’ face consciousness can effectively promote their green food purchase intention and promote green consumption.