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生态环境恶化使生态消费越来越受关注,本文基于自我决定理论研究生态消费行为的驱动因素,内在动机、外在动机对生态消费行为的影响在实证研究中得到支持,且相比外在动机,内在动机对生态消费行为的影响更强。进一步考察了性别差异对上述影响的调节作用,结果表明:外在动机对生态消费行为的作用关系中,其作用男性强于女性;而内在动机与生态消费行为的关系中,其作用女性强于男性。
The deterioration of the ecological environment has brought more and more attention to ecological consumption. Based on the self-determination theory, this paper studies the driving factors of ecological consumption behavior, and the influence of internal motivation and external motivation on ecological consumption behavior is supported by empirical research. Compared with external motivation , Intrinsic motivation has a stronger impact on ecological consumption behavior. Further investigating the regulatory effect of gender differences on the above effects, the results show that: the role of external motivation on ecological consumer behavior, the role of male stronger than women; and internal motivation and ecological consumer behavior, the role of women stronger than male.