基于刺激–生物–响应模型消费者智慧和道德自我认同在大学生绿色价值观和其绿色消费行为的中介作用
The Mediating Role of Consumer Intelligence and Moral Self-Identity in College Students’ Green Values and Green Consumption Behavior Based on the Stimulus Biological Response Model
摘要: 目的：探讨消费者智慧和道德自我认同在大学生群体绿色消费价值观和绿色消费行为之间的作用，为提升大学生绿色消费行动提供参考。方法：采用便利抽样法，选取河北省某高校773名大学生群体发放问卷，采用绿色价值观表、绿色消费量表、道德自我认同量表、消费者智慧量表进行调研。结果：绿色价值观与消费者智慧(r = 0.548, P < 0.01)，道德自我认同(r = 0.463, P < 0.01)，绿色消费行为(r = 0.572, P < 0.01)呈正相关；消费者智慧(r = 0.736, P < 0.01)与道德自我认同(r = 0.763, P < 0.01)与绿色消费行为呈正相关；消费者智慧(效应值 = 0.023，95%CI = 0.118~0.205)和道德自我认同(效应值 = 0.038，95%CI = 0.018~0.066)在大学生绿色价值观和绿色消费行为中起部分中介作用，中介效应占比65.5%，大学生消费者智慧得分为(112.06 ± 21.05)分，道德自我认同得分为(69.16 ± 12.09)分，绿色价值观得分为(36.06 ± 5.57)分和绿色消费行为得分为(47.25 ± 8.35)分。结论：培养大学生消费者智慧，提高自我认同是促进其绿色消费价值–行动转化的重要措施。
Abstract: Purpose: To explore the role of consumer intelligence and moral self-identity in the relationship between green consumption values and green consumption behavior among college students, and to provide reference for enhancing college students’ green consumption actions. Method: Convenience sampling was used to select 773 college students from a university in Hebei Province to distribute questionnaires. The survey was conducted using the Green Values Scale, Green Consumption Scale, Moral Self Identity Scale, and Consumer Intelligence Scale. Result: Green values were positively correlated with consumer intelligence (r = 0.548, P < 0.01), moral self-identity (r = 0.463, P < 0.01), and green consumption behavior (r = 0.572, P < 0.01); Consumer intelligence (r = 0.736, P < 0.01) and moral self-identity (r = 0.763, P < 0.01) are positively correlated with green consumption behavior; Consumer intelligence (effect value = 0.023, 95% CI = 0.118~0.205) and moral self-identity (effect value = 0.038, 95% CI = 0.018~0.066) play a partial mediating role in college students’ green values and green consumption behavior. The mediating effect accounts for 65.5%. The score of college students’ consumer intelligence is (112.06 ± 21.05) points, the score of moral self-identity is (69.16 ± 12.09) points, the score of green values is (36.06 ± 5.57) points, and the score of green consumption behavior is (47.25 ± 8.35) points. Conclusion: Nurturing college students’ consumer wisdom and self-identity effectively boosts the translation of green consumption values into behaviors.
文章引用：焦梦凡, 蔺昕宝, 张瑞洁, 刘瑶 (2026). 基于刺激–生物–响应模型消费者智慧和道德自我认同在大学生绿色价值观和其绿色消费行为的中介作用. 心理学进展, 16(6), 407-415. https://doi.org/10.12677/ap.2026.166328

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