林业经济2025，Vol.47Issue(4)：17-31,15.
正念对私人性森林生态产品购买意愿的影响研究
The impact of mindfulness on purchase intention of private forest ecological products
摘要
Abstract
The market purchase of private forest ecological products relies on consumers'ecological cognition,but the underlying psychological mechanism has not been clarified.Based on the Theory of Planned Behavior(TPB)and the Cognitive-Affective Personality System(CPAS),a model of the impact of mindfulness on consumers'purchase intention of private forest ecological products was constructed to explore the mediating role and mediating mechanism of attitude,subjective norm,perceived behavioral control and the degree of carbon labeling congnition.Using data collected from 493 valid samples via WJX.cn,this paper conducted empirical analysis through Structural Equation Modeling(SEM).The results revealed that:(1)Mindfulness positively influenced purchase intention of private forest ecological products.Mindful individuals directly enhanced their purchase intention by rationally reflecting on consumption choices and perceiving their support for sustainable forest management.(2)Attitude,subjective norm,perceived behavioral control,and the degree of carbon labeling cognition jointly formed a partial mediating path,indicating that mindfulness indirectly promoted purchase intention by strengthening consumers'positive attitudes towards private forest ecological products,perceived social norm pressure,enhancing the sense of behavioral control,and deepening the understanding and recognition of carbon labeling.The degree of carbon labeling cognition had a stronger mediating effect.This paper innovatively integrated mindfulness into the framework of ecological consumption analysis,expanding the application boundaries of TPB and CAPS theories.Policy implications:Private forest ecological product enterprises could fully activate consumers'mindfulness by designing mindfulness intervention strategies and expand marketing channels.Policymakers should further promote the standardization of carbon labeling and public education through the value transmission of mindfulness,so as to improve the market system and the value realization of private forest ecological products.关键词
正念/私人性森林生态产品/购买意愿/结构方程模型Key words
mindfulness/private forest ecological products/purchase intension/structural equation modeling分类
资源环境引用本文复制引用
林金超,孙丽丽,何珊珊,郑秋锦..正念对私人性森林生态产品购买意愿的影响研究[J].林业经济,2025,47(4):17-31,15.基金项目
2025年度闽江学院发树慈善基金会捐赠资金研究专项"溯源类直播对消费者农产品区域公用品牌态度的影响研究"(MFS25006). （MFS25006）
