An Integrated Model Of Emotion And Ration On Pro-environmental Behavior

The purpose of this study is to explore the effects of rational factors(including environmental concern,cognitive benefits,etc.)and emotional factors(including positive emotions and negative emotions,etc.)on Pro-environmental behavior.On the basis of existing research,this paper puts forward an important theoretical construct,which called Ecological Emotion Involvement.Also,establish relevant questionnaires to analyze the dimensions of the theoretical construct.Eventually,incorporate the factor of ecological emotion involvement,integrating the rational factors and emotional factors,aiming to establish an integrated model of pro-environmental behavior.The study mainly uses the interview method and questionnaire method.Firstly:Pick up five respondents from the target population for semi-structured interview.The purpose of the interview is to understand the respondents' attitude of the pro-environmental behavior,to know the respondents' emotional feelings relevant to pro-environmental behavior which experienced in their daily life,so as to determine the dimensions and items for developing the questionnaire of ecological emotion involvement.In order to design the cognitive benefits items and emotion items of new energy electric vehicle,we need to know the respondents' opinions and views about the benefits which new energy electric vehicle might bring to us as well as using new energy electric vehicle may response what emotions.Secondly,use the questionnaire method:Using ecological emotion involvement questionnaire,the New Ecological Paradigm scale,and self-making questionnaires of the cognitive benefits,positive and negative emotions,new energy electric vehicle purchase intention.Using the method of cluster sampling,investigating the new energy electric vehicle owners from BBS about cars,QQ and WeChat group of electric cars.At last,using SPSS 17.0,AMOS21.0 for statistical analysis.Specifically,analyzing the data by single factor analysis of variance,correlation analysis and structural equation model method of data.The results are as follows:(1)Ecological emotion involvement questionnaire includes four dimensions:emotional affinity toward nature,the original fear,the sense of ecological crisis and ecological responsibility;(2)Ecological emotion involvement,environmental concern,and cognitive benefits and negative emotions exist significant differences in some demography variables:female's score are higher in ecological emotion involvement,cognitive benefits and negative emotional score is significantly than male;Ecological emotion involvement,environmental concern,and cognitive benefits and negative emotions have significant differences in education,the higher of the education,the higher of the score of ecological emotion involvement,environmental concern,cognitive benefits and negative emotions.(3)Environmental concern is positively correlative to individual cognitive benefits,environmental concern can predict individual cognitive benefit;(4)The cognitive benefits plays a completely intermediary role between environmental concern and purchase intention;(5)The positive emotions have significant effects on purchase intentions,and it can predict purchase intention directly;(6)The positive emotions play a completely intermediary role between the environmental concern and purchase intention;(7)The positive emotions play a partial intermediary role between the cognitive benefits and purchase intention;(8)The ecological emotion involvement has completely mediation effects on purchase intentions through either cognitive benefits.(9)The ecological emotion involvement has completely mediation effects on purchase intentions through either positive emotions.The conclusions are below:The integrated model of emotion and ration on pro-environmental behavior includes five factors:ecological emotion involvement,environmental concern,cognitive benefits,positive emotion and purchase intention,which constitutes the three paths of the model.