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绿色消费对于转变发展方式、增加绿色产品供应、提高能源利用效率、应对气候变化、建设生态文明等具有重大意义。基于2(信息框架:积极vs消极)×3(碳排强度:低、中、高)×6(价格水平)的实验设计,探讨框架效应在绿色消费决策中的作用机制及其与碳排信息、价格水平和个体特质(环保意识、绿色购买意向)的交互影响。通过反应时间分析与混合逻辑回归建模,研究发现:积极框架显著缩短决策时间,提升决策速度;碳排放强度显著调节框架效应,积极框架对低碳产品的促进效果最显著,对高碳产品效果最弱;积极框架在中碳产品中显著降低价格敏感性,而低碳产品整体价格敏感性较低;且高碳高价产品在消极框架下购买率显著下降;环保意识与绿色购买意向均对绿色购买行为有正向预测作用,且与情境变量互补。研究丰富了框架效应与绿色消费交互机制的理解,并为低碳产品营销与政策设计提供了实证依据。

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