TPB视角下极简主义对消费者绿色消费行为的影响
The Influence of Minimalism on Consumer Green Consumption Behavior from the Perspective of TPB
摘要: 本文基于计划行为理论模型探讨了极简主义对消费者绿色消费意愿的影响机制。以往的研究将绿色消费行为主要归因于环境价值观，却忽视了极简主义消费在绿色产品消费中的作用。实证研究结果表明，极简主义消费观念能够通过影响消费者绿色消费态度、绿色消费主观规范和绿色消费感知行为控制从而影响消费者绿色消费意图，并且模型中绿色消费态度对于绿色消费主观规范的影响也显著。研究结论较好地分析了极简主义对于绿色消费行为的形成机制，拓展了极简主义在消费领域的研究，为后续极简主义的研究提供理论建议。
Abstract: Based on the planned behavior theory model, this paper discusses the influence mechanism of minimalism on consumers’ green consumption intention. Previous studies attributed green consumption behavior mainly to environmental values, but ignored the role of minimalist consumption in green product consumption. The empirical research results show that the minimalist consumption concept can affect consumers’ green consumption intention by influencing their green consumption attitude, subjective norms of green consumption and perceived behavioral control of green consumption, but the impact of green consumption attitude on the subjective norms of green consumption is not significant in the model. The research conclusion well analyzes the formation mechanism of minimalism for green consumption behavior, expands the study of minimalism in the field of consumption, and provides theoretical suggestions for the subsequent study of minimalism.
文章引用：丘楚鸣. TPB视角下极简主义对消费者绿色消费行为的影响[J]. 管理科学与工程, 2023, 12(5): 645-655. https://doi.org/10.12677/MSE.2023.125077

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