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基于广州市高校和市民样本,探究生态价值观对低碳消费态度、环境态度与低碳消费意向之间关系的影响机制。研究结果表明,消费者低碳消费态度和环境态度是低碳消费意向的重要前因。生态价值观对低碳消费态度与低碳消费意向之间的线性关系有调节作用,而对环境态度与低碳消费意向之间的关系没有调节作用。另外,性别的调节机制研究部分得到了支持。
Based on a sample of colleges and universities in Guangzhou, we explore the impact of ecological values on the relationship between low-carbon consumption attitudes, environmental attitudes and low-carbon consumption intentions. The results show that consumer attitudes toward low-carbon consumption and environmental attitudes are important causes of low-carbon consumption intentions. The ecological values have a regulatory effect on the linear relationship between low-carbon consumption attitudes and low-carbon consumption intentions, but have no regulatory effect on the relationship between environmental attitudes and low-carbon consumption intentions. In addition, the research on gender regulation mechanism has been partially supported.