An Empirical Study On Factors Affecting Consumers’Consumption Behavior For Social Responsibilities

Abstract:Since the reform and opening up, our social productivity has been enhanced rapidly. Social commodities, with increasing types and quantity, have enriched our lives, laying a basic physical foundation for consumption. Increasingly consumption behaviors have made our life more colorful, but also caused many kinds of ecological and social problems, such as energy over-consumption, environment pollution and destructions because of extensive consumption. All those have constantly warned us that going on an environmentally-friendly path of resource-conservation is an absolute choice for sustainable development. As the main bodies of resource-conservation and environmentally-friendly CBSR, their intentions is vital to solve these problems. So, studies on CBSR and their affection factors bears significant practical meanings.Since1970’s, CBSR has been a focus in academic studies once propounded by western scholars and has gained rich research results. In domestic field, studies on CBSR are later than western countries and more studies focuses on enterprises’production and operation with responsibilities, while studies on CBSR are relatively later. Currently, domestic studies on CBSR are confined to the definition, origin, CBSR scales, CBSR’s affection factors. Studies on the above affecting factors of CBSR are based on foreign studying models or theories, studies on affecting factors of CBSR are not comprehensive. On this basis, this paper is about to analyze the affecting factors of CBSR comprehensive by combing Planning Behavior Theory and China’s current situation. This paper focuses mainly on the following aspects:First, this paper introduces the background of realities and theories, aims and meanings in this study by combining the real CBSR in China and the process and trend of CBSR both at home and abroad.Secondly, this study defines some core definitions such as consumers’behavior, behavior with social responsibilities on basis of theories of rational behavior, planning behavior and consumers’behavior. This paper also reviewed research papers on CBSR, measuring on CBSR and affecting factors of CBSR.Thirdly, this paper constructs a theoretical model on studying affecting factors of CBSR and elucidates the applicable boundary and contents of all respective angles. On this basis, this paper proposes the hypothesis illustration on consumers’personal perception factors’ affecting on consumption behavior for environment protection responsibilities, resource conserving responsibilities, recycling use consumption responsibilities, supervision and safeguarding rights responsibilities, stakeholders’ responsibilities, moderate consumption responsibilities.Fourthly, this paper defines the detailed meaning of all aspects, completes the applicable explanation on the variations, developed a studying and survey scales, and tested the reliability, validity of data. After an empirical analysis, results showed that:(1) attitude of CBSR has a significant influence on environment protection, moderate consumption, recycling use, supervision and rights-safeguarding and stakeholders.(2) Subjective norms of CBSR have a positive influence on moderate consumption, recycling use, supervision and rights-safeguarding and stakeholders.(3) Sensed behavior control over CBSR doesn’t have any influences on environment protection, moderate consumption, recycling use, supervision and rights-safeguarding and stakeholders. But under the regulation of the perception factors on the quality of the surrounding environment, Sensed behavior control over CBSR has an influence on moderate consumption.(4) Perception of surrounding environmental quality impose a regulatory function on consumption behavior of environment protection, moderate consumption, recycling use, supervision and rights-safeguarding, etc, as well as relations between affecting factors.(5)For consumers’endowment characteristics, gender and age have a significant influence on consumption behavior of environment protection, recycling use and supervision&rights-safeguarding responsibilities, etc. Education degree has a positive influence on moderate consumption and supervision&rights-safeguarding. Consumers’residence has a weak negative influence on moderate consumption behavior. Based on the above research conclusion, this paper put forward some suggestions for policy-making.