| The rapid development of economy has accelerated the process of industrialization and urbanization with the environmental problems become increasingly prominent,which resulted in the significance of sustainable development has been emphasized and strengthened.Indeed,about 40% of environmental deterioration is directly resulted from residents' non-green consumption,and most industrial pollution is driven by consumer demands,it is undoubtedly of great theoretical and practical significance to explore how to go green in residents' lifestyle and consumption mode under the background of carbon-neutral and economic growth transformed into a new pattern driven by consumption demand.Hence,to clarify the complex driving mechanism of three types of urban residents' green purchasing behaviors(GPB),thereby portrait effective intervention and guidance strategies accordingly is the inherent requirement of building ecological civilization and creating a beautiful China.In addition,after practical experience,scholars and practitioner all found that although such drivers can activate positive green attitudes(motivation),they cannot effectively transformed positive green attitudes(motivation)into GPB,resulting in attitude(motivation)-behavior gap.In turn,how to close this gap has become a hot issue in the field of green consumption.Following the technology route of "posing problem-theoretical researchqualitative research-empirical study-diffusion simulation-solving problems",this dissertation takes urban residents as the research objects,integrated use of multi-disciplinary theoretical knowledge and methodology such as marketing,sociology,psychology,economics and machine language,surrounding these issues of behavior driving mechanism,green motivation-behavior gap repair,behavior diffusion simulation,etc.The specific contents and main conclusions are as follows:(1)Connotation reconstruction and dimension division of GPB.As the core dimension of green consumption behavior,GPB is generally regarded as unidimensional.Through in-depth interviews with typical consumers and literature review,this study developed and redefined the connotation of GPB based on the actual performance and evolution laws of green purchasing activities,and constructed a more inclusive and advanced three-dimensional structural model take ecological values and environmental concern as a classification standard,that is,absolute green purchasing behavior,conditional green purchasing behavior,and occasional green purchasing behavior.Descriptive statistical analysis evidenced that three types of GPBs exist to varying degrees,among which the conditional green purchasing behavior that give full consideration to dual appeals is the most widely distributed.Moreover,the following empirical analysis further confirmed rationality of the three-dimensional structure.(2)Qualitative research on the driving mechanism of urban residents' GPB.This dissertation conducted qualitative analysis approach to extract the key driving factors of urban residents' GPB and the causal relationship among the potential variables,and then the above driving factors were merged by the mature S-O-R framework and Goal-framing Theory to construct a theoretical model of urban residents' GPB driving mechanism which considering both egoistic appeals and altruistic appeals.Namely the driving mechanism as internal and external factors influenced urban residents' GPB through activating three goal frames;meanwhile,contextual factors such as social psychology context and urban context moderated the relationship between three goal frames and GPB.(3)Quantitative research on the driving mechanism of urban residents' GPB.After developing or revising the scales,a questionnaire survey among the urban residents located in central,eastern,and northeast China was performed,at last,1345 samples were collected.The testing results get from One-way ANOVA and independent T-test indicated that significant differences existed in urban residents' GPB among the gender,age,educational level,marriage status,monthly income,occupational type,organizational nature,position level,city level and geographical region of the cities.structural equation modeling,Bootstrapping approach,and PRODCLIN2 program were employed to test the 28 total indirect mediation effects and 84 specific mediation effects,thus comprehensively presented the complex driving mechanism of the internal and external driving factors on urban residents' GPB through goal frames,which is more conducive to reveal and explain the specific causes of green(attitude)motivation-behavior gap.Meanwhile,this dissertation adopted Process v3.3 and Johnson-Neyman methods(abbreviated to J-N)to test and discusses the potential moderated effects of contextual factors on the relationship between three goal frames(gain goals,hedonic goals,and normative goals)and GPB.The significance,intensity and direction of the moderating effects on the relationships mentioned above have significant differences,which also helps to broaden the perspective to understand green motivation-behavior gap.(4)Diffusion simulation analysis of urban residents' GPB(conditional green purchasing behavior).Using weighted small world theory to establish the diffusion model of conditional green purchasing behavior among individuals in the consumption network,and then with the help of MATLAB simulation platform to explore the diffusion law of individual conditional green purchasing behavior under the intervention of contextual factors.Simulation results showed that whether random relationship intensity,weak ties network,or strong ties network,the sender in the diffusion of conditional green purchasing behavior determined by the potential difference priority mode can bring higher behavior growth rate or the lowest decline rate,and of better network equilibrium,in most cases can realize equilibrium in the overall network as quickly as possible.After adding the moderating variables with strongest influence,owing to common influence from the multiple motivations,the diffusion efficiency of conditional green purchasing behavior was mixed.In the weak ties network,when the sender is determined in the potential priority mode,the behavior diffusion performance of all nodes in the network is obviously better than that in the other two modes.Meanwhile,the network equilibrium was better and realize equilibrium as soon as possible under potential priority mode.Compared with the strong ties network,the weak ties network is more easily influenced by the moderated variables.(5)Advanced promotion tactics of urban residents' GPB with the dual appeals as the core.This dissertation proposed a series of targeted drive and promotion tactics according to the empirical study,what`s more,seven series of strategies respectively formed from the perspective of individual psychological factors driving,media persuasion,interpersonal interaction,dual appeals activation,classified guidance of GPB,global intervention of contextual factors,and precise guidance with reference to purchaser's characteristics,in turn constructed the "advanced" driving paths and promoting strategy of urban residents' GPB from a systematic and global perspective.Finally,this study systematically reviewed the complex causes of green motivation-behavior gap based on literature review and empirical results,and offered corresponding repair strategies.There are 97 figures,112 tables and 330 references in this dissertation. |
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