The Research On The Impact Of Implicit Attitude And Explicit Attitude On The Sustainable Consumer Behavior Intention

In the sustainable consumer behavior research field, there is a confused question for many marketers that the consumer's behavior is not consistent with their attitudes. Taking with this problem, the scholars have conducted various research with the hope to find some reasonable answers. And then, the problem just get a new solution with the implicit social cognition's development. Some research pointed out that the inconsistent situation between the sustainable consumer behavior's result and self-report scaled explicit attitude may result from the self-report method limitation, and the implicit attitude can be a reasonable explanation for it too. But there are rare studies about the implicit attitude forecasting sustainable consumer behavior in recently years.In the above background,we carried out a theory model by reviewing the related literature and using the qualitative research. Formed with implicit and explicit attitude as isolated independent variables, the model has sustainable consumer behavior intention as the dependent variable with the moderators of situational factor and attitude strength. With this model , the research focuses on find out the relation between the consumer's attitude attention and action including related factors which lead to forecasting mechanism .Based on the model, taking the energy-saving lamps and air-conditioner as an example, we conducted the empirical study on experiments.The experimental result showed:(1)The stronger consistency between implicit and explicit when the attitude object is convenient environment-friendly products. While purchase the convenient environment-friendly products, the distinction exist between the consumer's implicit and explicit attitude.(2)When purchase of convenience environment-friendly product,the explicit attitude has better predict effect;Implict attitude has a better predict effect in selected environment–friendly products purchasing behavior.(3)When purchase of convenience environment-friendly product, the situational factor moderate the relation between the explicit attitude and sustainable consumer behavior intention. when purchase the selected environment-friendly product,the situational factor has moderating effect between implicit attitude and sustainable consumer behavior intention, attitude strength moderate the relation between the explicit attitude and sustainable consumer behavior intention.