摘要
Abstract
The governance of zero-deforestation supply chains is pivotal for achieving sustainable global forest management,and its effectiveness largely depends on support and choices from the consumption end.As a major market for relevant bulk commodities,Chinese consumers'purchase intention profoundly influences the global zero-deforestation governance process.Based on the questionnaire survey data,this paper used the structural equation model and the Bootstrap method.According to the Theory of Reasoned Action,cognitive variables were introduced to construct an extended model of"cognition-attitude-subjective norm-purchase intention",and systematically analyzed the internal formation mechanism of Chinese consumers'purchase intention toward zero-deforestation products.The findings revealed that:(1)Consumer cognition had a significant positive impact on the purchase intention for zero-deforestation products(β=0.7763,t=21.5126,p<0.001),and its effect integrated multiple psychological dimensions such as rational calculation,ethical consciousness and efficacy perception.(2)Attitude played a mediating role between cognition and purchase intention(indirect effect value=0.1628),serving as a key psychological bridge connecting"knowing"and"doing".(3)Subjective norm also exhibited a significant mediating effect(indirect effect value=0.0791),highlighting the driving role of social influence within a collectivist cultural context.(4)Attitude and subjective norm together constituted a chain-mediated pathway(indirect effect value=0.1528).This revealed that individual positive attitudes could be externalized into group consensus through social interaction,thereby promoting the formation of purchase intention for zero-deforestation products and illustrating how individual intention was progressively reinforced through social processes.The innovation of this paper lay in incorporating cognitive variables into the classic theoretical framework and verifying their chain-mediation mechanism through attitude and subjective norms,which addressed the existing research gap emphasizing the supply side while neglecting the demand side,and provided a new theoretical perspective for understanding sustainable consumption behavior.Based on the empirical conclusions,this paper proposed the following policy implications:Governance measures should be improved through four coordinated aspects including cognitive education,attitude guidance,norm construction and international cooperation,aiming to systematically enhance consumers'cognition of zero-deforestation products,foster positive consumption attitudes,cultivate a social atmosphere conducive to sustainable consumption,and promote source-level governance of supply chains through international col-laboration.关键词
零毁林产品/购买意向/理性行为理论/认知Key words
zero-deforestation products/purchase intention/Theory of Reasoned Action/cognition分类
管理科学
