文档介绍：华中科技大学
硕士学位论文
个性因素对社会责任消费行为影响作用的实证研究
姓名:高会萍
申请学位级别:硕士
专业:企业管理
指导教师:阎俊
20090521
华中科技大学硕士学位论文
摘要
近三十年来,在不正确价值观的驱动下,过度消费、非理性消费给自然环境和
社会造成的严重后果日益凸显出来,已经成为制约经济发展的瓶颈。和谐消费是实
现社会、经济可持续发展的重要方面。要真正实现和谐消费,不仅需要政府和企业
的努力,也需要消费者的付出。国内对社会责任消费行为的研究还比较少,社会责
任消费行为也并没有引起大多数消费者的重视,本研究欲从个性因素的角度来研究
消费者社会责任消费行为的影响因素。
本研究采用规范的实证方法,在阅读国内外文献的基础上对社会责任消费行为
进行分类,并提出了社会责任意识和自我实现需求两个自变量对社会责任消费行为
影响作用的理论假设和模型,通过问卷调查收集数据,并对提出的模型进行检验分
析。文章的最后并对研究的主要结论、营销启示和研究的局限性作了讨论。
本研究的结果表明,社会责任意识和自我实现需求对消费者的互惠利他性社会
责任消费行为是有显著影响的,而只有自我实现需求对纯粹利他型社会责任消费行
为有显著的影响。社会责任意识更能够解释纯粹利他性社会责任消费行为,而自我
实现更能够纯粹利他性社会责任消费行为。这些研究不仅弥补了我国相关研究的空
白,测量了本土的社会责任消费行为的影响因素,同时也对政府推动责任消费行为,
实现和谐消费以及对企业实施企业社会责任和进行有针对性的营销具有一定的指导
意义。

关键词:消费者社会责任消费行为个性因素
I
华中科技大学硕士学位论文
Abstract
In the recently three decades, because of the positive values, the serious
consequences of over-consumption and non-rational consumption have growled up, some
consequences have e the bottleneck to constrain economic development. Harmony
consumption is an indispensable part to achieve sustainable development of social and
economic. To realize the harmonious consumption, it’s not only depended on the efforts of
governments and enterprises, but also on the consumers. The research of Socially
Responsible Consumption Behavior (SRCB) is still relatively small in domestic, and most
consumers are not pay attention to SRCB, this study will study the impact of factors on
SRCB from the perspective of personality factors.
This study uses the empirical method, and classifies the consumer behavior on the
base of the literature at home and abroad. The theory and model of the impact of socially
responsible and self-fulfillment needs on SRCB have been proposed. The study collects
data through a questionnaire survey,then tests the model. Finally the main conclusions of
the research, marketing inspiration and the limitations of the study are discussed.
The results of this study show that awareness of social respon