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本研究考察了道德认同和解释水平两个心理变量对消费者绿色消费的交互影响,结果表明:1)解释水平调节道德认同与消费者绿色消费倾向的关系,当消费者处于高解释水平的时候,道德认同不影响消费者绿色消费倾向,当消费者处于低解释水平的时候,道德认同正向影响消费者绿色消费倾向;2)道德认同与解释水平在绿色消费上的交互效应受到环保自我担当的调节。研究丰富了绿色消费影响因素方面的研究,对政府和企业如何引导消费者的绿色消费有一定的指导意义。;;;
This study examines the interaction between the two psychological variables of moral identity and the level of interpretation on consumer green consumption. The results show that: 1) to explain the relationship between the level of moral identification and consumer green propensity to consume, when the consumer is at a high level of interpretation , Moral identity does not affect the consumer’s green propensity to consume, while consumers are at a low level of interpretation, moral identity positively affects consumers’ propensity to green propensity; 2) the interactive effect of the level of moral recognition and interpretation on green consumption is subject to environmental self-responsibility Adjustment. The research enriched the research on the influencing factors of green consumption, which is of guiding significance to government and enterprises in guiding consumers’ green consumption. ;;;