Pursuing Sustainability through Perceived Behavioral Control: Discussing Distinct Effects of Self-Consciousness and Self-Identity on Anti-Consumption

透過知覺行為控制發展永續性行為：以自我意識和自我認同探討反消費行為

欒紀成(Chi-Cheng Luan)；林建宏(Chien-Hung Lin)

anti-consumption ； sustainable consumption ； self-consciousness ； identity ； perceived behavioral control ； 反消費行為 ； 永續消費 ； 自我意識 ； 認同 ； 知覺行為控制

行銷評論

17卷2期（2020 / 12 / 31）

117 - 152

英文

Sustainable consumption has been increasingly popular since sustainable development becomes a beneficial concept for all humans. Anti-consumption, highly related to sustainable consumption, refers to rejecting less sustainable products. Intuitively, anti-consumption is driven from self-perception with considering the environment or society. Little research, however, discussed psychological processes of anti-consumption based on factors with only considering self. Thus, this research focused on discussing the effect of perceived behavioral control from the theory of planned behavior and self-control theory, which has been prevalently used in sustainable consumption, to develop a theoretical model regarding two distinct effects on anti-consumption in terms of self-consciousness and self-identity. Using structural equation modeling to analyze the data via online survey, the results showed that personal identity driven by private self-consciousness tends to positively affect perceived behavioral control over anti-consumption, whereas social identity has only a directly positive effect on behavioral intentions toward anti-consumption. This type of perceived control has a positive influence on behavioral intentions toward anti-consumption. These findings suggested that marketers can promote sustainable products, corporate social responsibility, or any events regarding sustainable development by differentiating self-identity in two consumer segments. In terms of promotional strategies about communication campaigns, marketers or policymakers can enhance self-benefit to stimulate consumers' perceived behavioral control over more sustainable behavior in addition to public-benefit.

自從永續概念發展成為人類認知有益的觀念以來，永續性消費行為已越來越受歡迎。反消費行為與永續消費高度相關，反消費行為代表拒絕消費不太具有永續性的產品。反消費行為受對環境或社會的自我認知所驅動著。然而，較少有研究透過以自我認知的因素來討論反消費的心理過程。因此，本研究的重點是從計劃行為理論和自我控制理論中，加以探討知覺行為控制對反消費行為的影響。反消費行為已廣泛應用於永續消費的分析中。本研究模型分析自我意識和自我認同兩種不同路徑對反消費行為的影響，並以結構方程模型分析線上所調查的資料，結果顯示透過自我意識所驅動的個人認同會正向影響自我知覺控制，進而產生反消費行為；而社會認同對反消費行為僅有產生直接影響的效果。知覺控制對反消費行為意圖具有正向的影響。本研究建議行銷人員在推廣永續產品時，透過企業社會責任或跟永續發展有關的事件來面對此兩類自我認同的消費群體進行推廣；對於傳播的策略方面建議，行銷人員或政策制定者可以透過增強消費者的自我利益，以刺激其知覺行為控制，進而產生除公共利益之外的更多永續行為。

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