消费价值差对绿色消费行为意向的影响

文章基于文献分析，提出了消费价值差模型，并以此结合量表和结构方程模型来检验消费价值差对消费者绿色商品的消费意向与市场需求的影响。研究结果说明，消费价值差越大，绿色消费行为意向和市场需求程度越低，其中效用价值差与环境价值差的反向影响最大。鉴于上述结论，政府及企业在制定相关政策及设计推广绿色商品时，应重视消费者的认知和情感需求，并针对不同群体开展具有差异性的环保宣教工作。

Impact of Consumption Value-gap on Green Consumption Intention

This study aims to establish consumption value-gap model based on theory and structural equation modelling to evaluate the impact of consumption value-gap on green consumption behavioural intention and market demand of green production. The results indicate that the larger the gaps the higher adversarial impact will be on green consumption behavioural intention and market demand, the functional value-gap and environmental valuegap have the strongest adversarial impacts. In conclusions, the government and enterprises need to attach great importance to consumers'' cognitive and emotional needs when formulating relevant policies, designing and promoting green products, and carry out different environmental protection publicity and education for different groups.