中国城市食品消费者的社会责任消费——消费者权力的视角
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摘要
社会责任消费不足是食品企业社会责任缺失的重要原因,本文从消费者权力视角提出理论假设,通过对中国城市423名食品消费者开展问卷调查,采用路径分析法实证考察食品消费者社会责任消费的影响因素及其形成机理。研究发现,食品消费者社会责任消费受其专家权力和制裁权力的正向影响,消费者-企业认同在专家权力和社会责任消费中起部分中介作用,利他价值观在制裁权力和社会责任消费中起调节作用。当前中国城市食品消费者专家权力和制裁权力偏低,消费者对食品企业的认同普遍不高,利他价值观呈明显劣势,这些因素阻碍了城市食品消费者的社会责任消费。
The deficiency of social responsibility consumption is the key contributor to the lack of food companies′ social responsibility. This article proposed theoretical hypothesis from the perspective of consumer power, conducted a questionnaire survey of 423 food consumers in Chinese cities, and empirically tested the theoretical hypothesis using the method of path analysis. The findings are as follows: consumer′s expert power and sanction power are positively related to social responsibility consumption,expert power and social responsibility consumption are partial mediated by consumer-company identification,and sanction power and social responsibility consumption are moderated by consumer′s altruistic values. At present, food consumers′ expert power and sanction power are of low level, the degree of consumer-company identification is generally not high, and altruistic values are at a distinct disadvantage. These factors impede food consumers from social responsibility consumption in cities.
The deficiency of social responsibility consumption is the key contributor to the lack of food companies′ social responsibility. This article proposed theoretical hypothesis from the perspective of consumer power, conducted a questionnaire survey of 423 food consumers in Chinese cities, and empirically tested the theoretical hypothesis using the method of path analysis. The findings are as follows: consumer′s expert power and sanction power are positively related to social responsibility consumption,expert power and social responsibility consumption are partial mediated by consumer-company identification,and sanction power and social responsibility consumption are moderated by consumer′s altruistic values. At present, food consumers′ expert power and sanction power are of low level, the degree of consumer-company identification is generally not high, and altruistic values are at a distinct disadvantage. These factors impede food consumers from social responsibility consumption in cities.
引文
[1] 陈煦江,高露.食品企业社会责任的影响因素及食品安全治理政策——基于扎根理论的探索[J].经济与管理,2013(5):43-49.
[2] 赵越春,王怀明.食品企业社会责任评价指标体系的构建及其应用——基于层次分析法[J].青海社会科学, 2013(6): 47-53.
[3] 杨宇,黄俊,贾煜.食品企业社会责任来源——激励、制度与承诺[J].软科学,2015(3):15-18.
[4] Mohr L A, Webb D J, Harris K E. Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[J].Journal of Consumer Affairs, 2001,35(1):45-72.
[5] 赵越春,王怀明.食品企业社会责任表现与消费者响应——基于江苏消费者的问卷调查[J].福建论坛(人文社会科学版),2013(7): 57-63.
[6] 辛杰.中国消费者社会责任消费行为与群体细分研究——基于SRCB-china量表的探索性研究[J].南京农业大学学报(社会科学版),2011(1): 37-43.
[7] 陈启杰,武文珍.社会责任消费行为的影响因素及测量述评[J].商业研究,2012(1):1-8.
[8] 王财玉,雷雳.社会责任消费的结构、形成机制及企业响应[J].心理科学进展, 2015(7): 1245-1257.
[9] Romani S, Grappi S, Bagozzi R P. Explaining consumer reactions to corporate social responsibility: The role of gratitude and altruistic values[J].Journal of Business Ethics,2013,114(2):193-206.
[10] 龙晓枫,田志龙,侯俊东.社会规范对中国消费者社会责任消费行为的影响机理研究[J].管理学报,2016(1):115-121.
[11] 邓新明.中国情景下消费者的伦理购买意向研究——基于TPB 视角[J].南开管理评论,2012(3): 22-32.
[12] 邓新明.消费者为何喜欢“说一套,做一套”——消费者伦理购买 “意向—行为” 差距的影响因素[J].心理学报,2014,46(7):1014-1031.
[13] Rucker D D, Galinsky A D, Dubois D. Power and consumer behavior: How power shapes who and what consumers value[J].Journal of Consumer Psychology,2012, 22(3):352-368.
[14] 阎俊,佘秋玲.社会责任消费行为量表研究[J].管理科学,2009,22(2):73-82.
[15] Rezabakhsh B, Bornemann D, Hansen U, et al. Consumer power: A comparison of the old economy and the internet economy[J].Journal of Consumer Policy, 2006,29(1):3-36.
[16] 吕兴洋,徐虹,林爽.消费者权力、增权及其对供应链的影响研究[J].消费经济, 2012(1):83-86.
[17] Kozar J M, Connell K Y H. Socially and environmentally responsible apparel consumption: Knowledge, attitudes, and behaviors[J].Social Responsibility Journal, 2013,9(2):315-324.
[18] Valor C, Carrero I, Redondo R. The influence of knowledge and motivation on sustainable label use[J].Journal of Agricultural & Environmental Ethics,2014,27(4):591-607.
[19] 程欣炜,龚璐,王怀明.消费者对食品企业社会责任的认知水平及其影响因素[J].大连理工大学学报(社会科学版),2014(4):19-25.
[20] 杨波.消费者对生态标签低信任度下绿色食品市场的运行和消费者行为选择[J].经济经纬,2015(3): 73-78.
[21] 尹世久,陈默,徐迎军,等.消费者对安全认证食品信任评价及其影响因素——基于有序Logistic模型的实证分析[J].公共管理学报,2013(3): 110-118,142.
[22] Bhattacharya C B, Sen S. Consumer-company identification: A framework for understanding consumers′ relationships with companies[J].Journal of Marketing,2003,67(2):76-88.
[23] Matin L, Ruiz S, Rubio A. The role of identity salience in the effects of corporate social responsibility on consumer behavior[J].Journal of Business Ethics,2009,84(1):65-78.
[24] 李海廷.企业社会责任与消费者购买意愿分析[J].商业研究, 2014(2):88-96.
[25] 齐丽云,张碧波,郭亚楠.消费者企业社会责任认同对购买意愿的影响[J].科研管理, 2016(5): 112-121.
[26] Valor C. Can consumers buy responsibly? Analysis and solutions for market failures[J].Journal of Consumer Policy,2008,31(3):315-326..
[27] Griskevicius V, Tybur J M, Van d B B. Going green to be seen: Status, reputation, and conspicuous conservation[J].Journal of Personality & Social Psychology, 2010,98(3):392.
[28] Hair J F, Anderson R E, Tatham R L, et al. Multivariate data analysis(7th ed.)[M].New Jersey: Prentice Hall, 2010.
[29] Jackson D L, Gillaspy J A, Purcstephenson R. Reporting practices in confirmatory factor analysis: An overview and some recommendations.[J].Psychological Methods, 2009,14(1):6-23.
[30] 温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2): 268-274.
[31] Beckmann S C. Consumers and corporate social responsibility: Matching the unmatchable?[J].Australasian Marketing Journal, 2007,15(1):27-36.
[2] 赵越春,王怀明.食品企业社会责任评价指标体系的构建及其应用——基于层次分析法[J].青海社会科学, 2013(6): 47-53.
[3] 杨宇,黄俊,贾煜.食品企业社会责任来源——激励、制度与承诺[J].软科学,2015(3):15-18.
[4] Mohr L A, Webb D J, Harris K E. Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[J].Journal of Consumer Affairs, 2001,35(1):45-72.
[5] 赵越春,王怀明.食品企业社会责任表现与消费者响应——基于江苏消费者的问卷调查[J].福建论坛(人文社会科学版),2013(7): 57-63.
[6] 辛杰.中国消费者社会责任消费行为与群体细分研究——基于SRCB-china量表的探索性研究[J].南京农业大学学报(社会科学版),2011(1): 37-43.
[7] 陈启杰,武文珍.社会责任消费行为的影响因素及测量述评[J].商业研究,2012(1):1-8.
[8] 王财玉,雷雳.社会责任消费的结构、形成机制及企业响应[J].心理科学进展, 2015(7): 1245-1257.
[9] Romani S, Grappi S, Bagozzi R P. Explaining consumer reactions to corporate social responsibility: The role of gratitude and altruistic values[J].Journal of Business Ethics,2013,114(2):193-206.
[10] 龙晓枫,田志龙,侯俊东.社会规范对中国消费者社会责任消费行为的影响机理研究[J].管理学报,2016(1):115-121.
[11] 邓新明.中国情景下消费者的伦理购买意向研究——基于TPB 视角[J].南开管理评论,2012(3): 22-32.
[12] 邓新明.消费者为何喜欢“说一套,做一套”——消费者伦理购买 “意向—行为” 差距的影响因素[J].心理学报,2014,46(7):1014-1031.
[13] Rucker D D, Galinsky A D, Dubois D. Power and consumer behavior: How power shapes who and what consumers value[J].Journal of Consumer Psychology,2012, 22(3):352-368.
[14] 阎俊,佘秋玲.社会责任消费行为量表研究[J].管理科学,2009,22(2):73-82.
[15] Rezabakhsh B, Bornemann D, Hansen U, et al. Consumer power: A comparison of the old economy and the internet economy[J].Journal of Consumer Policy, 2006,29(1):3-36.
[16] 吕兴洋,徐虹,林爽.消费者权力、增权及其对供应链的影响研究[J].消费经济, 2012(1):83-86.
[17] Kozar J M, Connell K Y H. Socially and environmentally responsible apparel consumption: Knowledge, attitudes, and behaviors[J].Social Responsibility Journal, 2013,9(2):315-324.
[18] Valor C, Carrero I, Redondo R. The influence of knowledge and motivation on sustainable label use[J].Journal of Agricultural & Environmental Ethics,2014,27(4):591-607.
[19] 程欣炜,龚璐,王怀明.消费者对食品企业社会责任的认知水平及其影响因素[J].大连理工大学学报(社会科学版),2014(4):19-25.
[20] 杨波.消费者对生态标签低信任度下绿色食品市场的运行和消费者行为选择[J].经济经纬,2015(3): 73-78.
[21] 尹世久,陈默,徐迎军,等.消费者对安全认证食品信任评价及其影响因素——基于有序Logistic模型的实证分析[J].公共管理学报,2013(3): 110-118,142.
[22] Bhattacharya C B, Sen S. Consumer-company identification: A framework for understanding consumers′ relationships with companies[J].Journal of Marketing,2003,67(2):76-88.
[23] Matin L, Ruiz S, Rubio A. The role of identity salience in the effects of corporate social responsibility on consumer behavior[J].Journal of Business Ethics,2009,84(1):65-78.
[24] 李海廷.企业社会责任与消费者购买意愿分析[J].商业研究, 2014(2):88-96.
[25] 齐丽云,张碧波,郭亚楠.消费者企业社会责任认同对购买意愿的影响[J].科研管理, 2016(5): 112-121.
[26] Valor C. Can consumers buy responsibly? Analysis and solutions for market failures[J].Journal of Consumer Policy,2008,31(3):315-326..
[27] Griskevicius V, Tybur J M, Van d B B. Going green to be seen: Status, reputation, and conspicuous conservation[J].Journal of Personality & Social Psychology, 2010,98(3):392.
[28] Hair J F, Anderson R E, Tatham R L, et al. Multivariate data analysis(7th ed.)[M].New Jersey: Prentice Hall, 2010.
[29] Jackson D L, Gillaspy J A, Purcstephenson R. Reporting practices in confirmatory factor analysis: An overview and some recommendations.[J].Psychological Methods, 2009,14(1):6-23.
[30] 温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2): 268-274.
[31] Beckmann S C. Consumers and corporate social responsibility: Matching the unmatchable?[J].Australasian Marketing Journal, 2007,15(1):27-36.