伦理消费者为何“言行不一”:解释水平的视角

发布时间：2018-06-24 11:36

本文选题：伦理消费 + 态度与行为的分离　；参考：《心理科学进展》2017年03期

【摘要】：伦理消费(Ethical consumption,EC)是指消费者在获取、使用或处置产品时考虑到个人消费行为对社会、环境或动物福祉的影响。虽然伦理消费日渐流行,但在金钱支付时伦理消费的态度却往往难以转化为实际的行为,即言行不一。本文从解释水平理论视角出发,以"心理距离→解释水平→个体反应"为分析框架展开。从时间维度上来说,在态度评价阶段和产品选择阶段两个时间点上,消费者与伦理产品的心理距离远近不同,分别激活了高低解释水平表征;高低解释水平下个体在动机和认知上又存在诸多差异,这种差异导致两个阶段的反应不同,继而出现伦理消费者态度与行为的分离。未来研究应重点关注如何根据解释水平理论有效提高伦理消费行为。
[Abstract]:Ethical consumption (EC) refers to the influence of consumer behavior on society, environment or animal welfare when they are getting, using or disposing of products. Although ethical consumption is becoming increasingly popular, the attitude of ethical consumption is often difficult to translate into actual behavior, that is, the explanation of the ethical consumption in the payment of money. From the perspective of level theory, the framework of "psychological distance, interpretation level and individual response" is carried out. From the time dimension, the psychological distance between the consumer and the ethical product is far and close to the two time points of the attitude evaluation stage and the product selection stage, and the level representation of the high and low interpretation level is stimulated respectively; the individual under the level of high and low interpretation is the individual. There are many differences in motivation and cognition. This difference leads to the different responses of the two stages and then the separation of ethical consumer attitudes and behaviors.
【作者单位】：信阳师范学院心理学系;中国人民大学心理学系;天津财经大学商学院市场营销系;
【基金】：国家自然科学基金项目(71502157,71502120) 河南省哲学社会科学规划项目(2015BSH005) 教育部人文社会科学研究青年基金项目(13YJCZH164) 信阳师范学院‘南湖学者奖励计划’青年项目(Nanhu Scholars Program for Young Scholars of XYNU)的资助
【分类号】：B82-053

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