科技创新、数字价值认知对绿色行为研究——基于运动行业的实证分析

Research on Green Behavior through Scientific and Technological Innovation and Digital Value Cognition—Empirical Analysis Based on the Sports Industry

摘要: 在运动休闲行业，科学技术创新对产品性能、质量和环境影响的改进显著。技术创新能为行业带来新的发展机遇，并促进绿色价值感知，即企业和消费者更重视环境保护。随着消费者对绿色产品需求的增长，企业加大了绿色技术研发投入。经济激励和命令控制型环境规制共同作用，鼓励企业进行绿色低碳行为，推动行业可持续发展。研究表明，技术创新通过改善和探索两种方式显著影响消费者的绿色价值感知，增加其参与绿色行为的数量和频率。实验结果揭示了技术创新与绿色价值行为之间的内在机制：当经济激励和命令控制规制加强时，用户对绿色价值感知的行为响应更加积极。此外，专利发明等科技生产力在政府政策的支持下，极大地促进了行业和企业的绿色转型。综上，在运动休闲领域，科技创新结合绿色价值感知及外部政策支持，能够引领行业发展，实现绿色低碳转型，促进美丽地球建设。

Abstract: In the sports and leisure industry, scientific and technological innovation has improved product performance, quality and environmental impact. Technological innovation can bring new development opportunities for the industry, and promote the perception of green value, that is, enterprises and consumers pay more attention to environmental protection. As consumers’ demand for green products grows, enterprises have increased their investment in green technology research and development. Economic incentives and command-controlled environmental regulation work together to encourage enterprises to carry out green and low-carbon behaviors and promote the sustainable development of the industry. Research shows that technological innovation significantly affects consumers’ perception of green value, by improving and exploring both ways, increasing the number and frequency of their participation in green behavior. The experimental results reveal the internal mechanism between technological innovation and green value behavior: when economic incentives and command control regulation are strengthened, users respond more positively to green value perception. In addition, with the support of government policies, scientific and technological productivity such as patented inventions has greatly promoted the green transformation of industries and enterprises. To sum up, in the field of sports and leisure, scientific and technological innovation combined with green value perception and external policy support can lead the development of the industry, realize the green and low-carbon transformation, and promote the construction of a beautiful earth.