【摘要】 随着宣传和教育的不断深入,消费者对可持续问题的正向态度和个体实际消费行为存在着巨大的差异。文章把调节聚焦理论应用于可持续消费领域,从个体调节聚焦视角揭示可持续消费态度及行为之间差异的形成机制。文章指出,不同调节聚焦倾向的个体态度行为差异发生的主要环节不同、在认知失调处理方式上也有所差异,所以在行为转变的劝说中,针对不同调节聚焦应采用不同的内容、框架、格式的信息。更多还原

【Abstract】 With the development of environment education,consumers take the positive attitude on sustainable consumption while there is still a huge gap between attitude and actual consumer behavior.Regulatory focus theory is used in the fields of sustainable consumption to explore the internal mechanism of the attitude – behavior gap on sustainable consumption.The conslusion is that individual with difference regulatory focus orientation has different attitude behavior gap and deals with cognitive dissonance differently.So,different persuasion mode,information with different content,different frame,and different format should be applied on them respectively.更多还原