可持续消费在电商时代的心理驱动因素：价值观、认同与行为缺口综述

Psychological Drivers of Sustainable Consumption in the E-Commerce Era: A Review of Values, Identity, and the Behavior-Action Gap

摘要: 数字经济的勃兴将消费行为置于一个前所未有的透明、便捷与社交化的场域，重塑了可持续消费的实现路径与心理图景。本文旨在系统梳理电商时代背景下，驱动可持续消费的核心心理因素——即内化的价值观、动态构建的认同，以及横亘在意愿与行动之间复杂多元的“行为缺口”。本文认为电商环境既放大了价值观表达与认同塑造的效能，也因其特性加剧了知行不一的矛盾。通过整合环境心理学、社会认同理论与行为经济学视角，本文构建了一个“价值观–认同–行为缺口”的分析框架，以阐释其中复杂的心理机制，并为电商平台设计有效的助推策略、政策制定者引导绿色消费转型提供理论参考。

Abstract: The rapid growth of the digital economy has placed consumer behavior within an unprecedented context of transparency, convenience, and socialization, reshaping both the pathways and psychological landscape for achieving sustainable consumption. This paper aims to systematically review the core psychological factors driving sustainable consumption in the e-commerce era—namely internalized values, dynamically constructed identity, and the complex, multifaceted “behavior-action gap” that lies between intention and action. It argues that the e-commerce environment amplifies the effectiveness of value expression and identity formation while also exacerbating the intention-action inconsistency due to its inherent characteristics. By integrating perspectives from environmental psychology, social identity theory, and behavioral economics, this paper constructs an analytical framework of “values - identity - behavior-action gap” to elucidate the underlying psychological mechanisms. It also aims to provide theoretical references for e-commerce platforms to design effective nudging strategies and for policymakers to guide the transition toward green consumption.