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传统计划行为理论等可持续消费行为理论将可持续消费行为视为多种因素影响下的静态结果,未能解释可持续消费积极态度与消极行为方式之间的不一致现象。可持续消费行为形成是一个缓慢的过程,可能经历不同阶段。论文引入行为阶段变化理论,将可持续消费行为的形成过程分为前意向、意向、计划、行动和维持阶段。问卷调研验证了可持续消费行为各阶段的存在,发现不同人群阶段分布特征不同。未来可进一步考察可持续消费行为阶段变化与变化程序、阶段变化与决策均衡、阶段变化与感知效能的关系,整合行为阶段变化理论和计划行为理论等进行深入研究。
The theory of sustainable consumption behavior such as traditional planning behavior theory considers sustainable consumption behavior as a static result under the influence of many factors and fails to explain the inconsistency between positive attitudes and negative behaviors of sustainable consumption. The formation of sustainable consumption behavior is a slow process that may go through different stages. The thesis introduces the behavioral change theory, and divides the forming process of sustainable consumption into pre-intention, intention, plan, action and maintenance. The questionnaire survey verified the existence of various stages of sustainable consumption behavior and found that the distribution characteristics of different stages of population are different. In the future, we can further investigate the change and change process of sustainable consumption behavior stage, the balance of stage change and decision-making, the relationship between stage change and perceived efficiency, the theory of integrated behavior stage change and the theory of planned behavior.