高校硕士生绿色消费行为的心理机制的质性探索

A Qualitative Exploration of the Psychological Mechanism of Green Consumption Behavior among University Postgraduates

摘要: 在我国生态文明建设背景下，绿色消费成为推动可持续发展的重要消费转型。高校硕士生作为高知群体的代表，其绿色消费行为对全社会具有引领作用。为系统探索其绿色消费行为的心理机制，本研究通过对25位高校硕士生的深度访谈，系统收集并分析质性资料，逐步提炼核心范畴并构建理论模型。研究发现，硕士生绿色消费行为的核心心理机制可概括为“价值驱动与障碍调适的双重路径”的动态模型：价值认同与情感体验提供内在动力，认知构建奠定判断基础，二者共同驱动个体进行绿色消费行为转化。该转化同时受到结构性障碍与社会心理障碍的约束，并与对外部支持系统的期待形成张力。本研究深化了对高校硕士生绿色消费行为心理机制的理解，为高校绿色教育提供系统的理论依据与实践启示。

Abstract: Against the backdrop of the advancement of ecological civilization, green consumption has emerged as a critical pathway for promoting sustainable development. As representatives of highly educated individuals, university postgraduates’ green consumption behavior has a guiding role for society as a whole. To systematically explore the psychological mechanisms behind their green consumption behavior, this study conducted in-depth interviews with 25 university postgraduates, systematically collected and analyzed qualitative data, gradually refined core categories, and constructed a theoretical model. The study found that the core psychological mechanism of university postgraduates’ green consumption behavior can be summarized as a dynamic model of “a dual path of value-driven and obstacle-adjustment”: value identification and emotional experience provide intrinsic motivation, while cognitive construction lays the foundation for judgment; both jointly drive individuals to transform their green consumption behavior. This transformation is simultaneously constrained by structural and socio-psychological obstacles and creates tension with expectations of external support systems. This study deepens the understanding of the psychological mechanisms of university postgraduates’ green consumption behavior, providing a systematic theoretical basis and practical insights for green education in universities.