作　　者： ; (彭迪云）;

机构地区： 南昌大学经济与管理学院中国中部经济发展研究中心

出　　处： 《南昌大学学报（人文社会科学版）》 2009年第5期81-86,共6页

摘　　要： 绿色消费是有益于人类健康和生态和谐的新型消费方式。酒店餐饮业推进绿色消费具有"窗口指导"效应,将有力地推动资源节约型和环境友好型社会的形成与发展。计划行为理论(TPB)以"行为理性"为假设前提,阐明了行为态度、主观规范、知觉行为控制等因素与行为意向和实际行为之间的因果关系,对酒店餐饮业绿色消费行为研究具有很强的适用性和解释力。酒店餐饮业绿色消费TPB模型的结构分析表明:绿色消费行为取决于行为意向,因而强化消费者的行为意向便成为酒店餐饮业绿色消费推进政策的着力点。为此,应注重绿色消费的个人相对利益,增强绿色消费的正面结果评价,加强绿色消费规范信念的培育和引导,并着力改善绿色消费的便利条件。 Green consumption is a new consumption pattern which benefits human health and ecological harmony. It has a ＂window guidance＂ effect for all people if green consumption is promoted in hotel ＆ catering services, and it would facilitate the formation and development of the resource - saving and environment - friendly society. The theory of planned behavior （TPB） clarified the causal relationship between behaviroal beliefs, normative be- liefs, control beliefs and behavioral intention and actual behavior based on the rationality hypothesis. It has a strong applicability and interpretive power to the research of green consumption in hotel and catering services. The TPB structure model of green consumption for the hotel and catering services demonstrates that the actual behavior de- pends on behavioral intention, strengthening the behavioral intention of green consumption, thus becoming the focus of forward policy. Therefore, policies of green consumption promotion for hotel and catering services should stress the relative benefits of consumers, enchance the positive results of evaluation and the cultivation and guidance of norma- tive beliefs, and strive to improve the facilitation of green consumption.

关 键 词： 酒店餐饮业 绿色消费 计划行为理论 推进政策

领　　域： [经济管理—产业经济]