社会支持对绿色消费意愿的影响路径研究

绿色消费是拉动经济稳定、健康、可持续增长的重要动力，是国家实现高质量发展的重要影响因素。采用刺激-有机体-反应（SOR）理论模型探讨社会支持（S）如何影响消费者对绿色产品的情感和认知（O），即消费者的绿色自我效能感和感知信任，进而激活绿色消费意愿（R）。研究表明:社会支持中的物质性支持、信息性支持和情感性支持均正向影响消费者感知信任；信息性支持和情感性支持正向影响绿色自我效能感；绿色自我效能感和感知信任在社会支持与绿色消费意愿之间起中介作用。最后，从政府和企业两个角度提出促进绿色消费的意见和建议。

Study on Influencing Path of Social Support on Green Consumption Intention

Green consumption is an important driving force for stable, healthy and sustainable economic growth, which is important to realization of high-quality development. This paper takes Stimulus-Organism-Responses (SOR) theoretical model to explore how social support (S) affects consumers' emotion and cognition of green products (O), namely, consumers' green self-efficacy and perceived trust, and then activates consumers' green consumption intention (R). The results show that material support, informational support and emotional support all have a positive impact on perceived trust; informational support and emotional support have a positive impact on green self-efficacy; while green self-efficacy and perceived trust play an intermediary role between social support and green consumption intention. Based on the above, this paper puts forward suggestions on promoting green consumption from government and enterprises.