中國大陸消費者的消費價值觀變革對低碳產品行為影響的實證研究

The change of consumer values impacts consumer behavior to low carbon products

通過對消費者家用低碳環保電器產品消費的問卷調查，運用結構方程模型分析方法，實證研究消費價值觀變革對消費者低碳產品行為的影響。研究發現，權益型向責任型消費價值觀變革、被動依附型向主動參與型消費價值觀變革均對消費者低碳產品購買及傳播行為產生積極影響，但影響路徑存在差異，權益型向責任型消費價值觀變革主要通過低碳產品感知價值影響低碳產品購買及傳播行為，而被動依附型向主動參與型消費價值觀變革僅通過消費者對企業信任關係來影響低碳產品購買及傳播行為。因此，為促進低碳消費及構建低碳消費模式，應發揮低碳產品感知價值和消費者對企業信任關係的激勵功能，從源頭上推進消費價值觀變革。

Using the questionnaire survey for household environmental electrical appliances products and structural equation model analysis method, empirical study is used the change of consumer values influence consumer behavior to low carbon products. It is found that the change from equity to responsible consumption values, from passive peers to actively participated consumption values have a positive impact for consumer to purchase and propagation behavior for low carbon products. But the impact paths are difference. The change from equity to responsible consumption values mainly influence consumer behavior through low carbon product perceived value, the change from passive peers to actively participated consumption values influence consumer behavior only by consumers trust relationship to the enterprise. Therefore, in order to promote low carbon consumption and building low carbon consumption pattern, low carbon product perceived value and customer trust relationship to the enterprise should play incentive function from the source to promote consumer values change.