本研究基于消费者选择理论和勒温模型，以奢侈浪费风气作为调节变量，构
建了消费者典型非绿色消费行为的形成机理概念模型。在青岛、长沙、武汉、南
宁四个城市收集 453 份有效问卷调研的基础上，运用层次回归分析、结构方程
模型等实证方法研究了消费者典型非绿色消费行为的形成机理，探讨了奢侈浪费
风气的调节效应，并运用多群组结构方程模型分析了人口统计特征变量在不同路
径中的影响作用。
研究结果表明：消费者偏好、参照群体以及面子观念对典型非绿色消费行为
有显著的正向影响，预算约束和社会责任意识则显著负向影响典型非绿色消费行
为；奢侈浪费风气在预算约束、参照群体、社会责任意识以及面子观念对典型非
绿色消费行为的影响中存在显著调节效应，在消费者偏好对典型非绿色消费行为
的影响中不存在显著调节效应。不同消费者群组在预算约束、消费者偏好、参照
群体、社会责任意识、面子观念对典型非绿色消费行为作用的 5 条路径中的影响
均存在显著差异，其中，不同性别、婚姻状况、学历、职业以及收入状况的群组
更为显著。
关键词：典型非绿色消费行为；消费者选择理论；宴席食物浪费；奢侈浪费风气典型非绿色消费行为形成机理研究
III
Abstract
At the time when human’s material wealth greatly enriches, ecological
problems such as resource scarcity, serious pollution, etc, become increasingly
prominent, thus sustainable development becomes the focus of global attention. In
this context, scholars have made lots of significant researches in green consumption,
but they neglect the nongreen consumption behaviors in daily lives. These nongreen
consumption behaviors have brought great hidden troubles to the resources,
environment and public health, and the damages which have been caused by the
typical nongreen consumption behaviors are more serious. Therefore, it is very
necessary to explore the formation mechanism of the typical nongreen consumption,
so as to take effective measures to guide consumers to reduce or avoid the happening
of the nongreen consumption behaviors.
Based on the theory of consumer choice and Lewin behavioral models, this
research takes extravagant atmosphere as moderator variable, and constructs a
formation mechanism conceptual model of typical nongreen consumption behaviors.
On the basis of 453 valid questionnaires in Qingdao, Changsha, Wuhan and Nanning,
the research uses empirical approaches, such as hierarchical regression analysis,
structural equation modeling, etc, to study the formation mechanism of consumers’
typical nongreen consumption behaviors, as well as the moderation effect of
extravagant atmosphere, and applies multi-group structural equation model to
analyze the influence of demographic variables in different paths.
Results show that consumer preferences, reference groups and face perception
have a significant and positive effect on typical nongreen consumption behaviors;
budget constraints and social responsibility consciousness have a significant and
negative effect on typical nongreen consumption behaviors; extravagant atmosphere
has a significant adjustment effect on the path from budget constraints, reference
groups, society responsibility consciousness and face perception to the typical
nongreen consumption behaviors, and no significant adjustment effect on the path
from consumer preferences to typical nongreen behaviors; the effect of different
consumer groups on five assumption paths from budget constraints, consumer
preferences, reference groups, society responsibility consciousness and face
perception to typical nongreen behavior are significantly different, thereinto, the
effect of gender, marital status, education level, occupation and income status are
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