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ESG导向营销如何激发Z世代绿色行动？生态焦虑与感知消费者效能的中介机制研究
How Does ESG-Oriented Marketing Stimulate Green Action among Generation Z? The Mediating Roles of Eco-Anxiety and Perceived Consumer Effectiveness
摘要
ESG 导向营销及其对消费者绿色消费行为的影响，正逐渐成为可持续发展语境下的关键议题，但围绕其中情绪与认知机制的系统性证据仍相对不足。本文在情绪—认知—行为一体化视角下，以中国 Z 世代为研究对象，构建“ESG 导向营销感知—生态焦虑—感知消费者效能—绿色消费意愿”模型，采用问卷调查获得 400 份有效样本，运用 AMOS 29.0结构方程模型与 PROCESS 4.1 进行路径与链式中介检验，考察 ESG 导向营销感知如何在数字化情境中嵌入 Z 世代的心理加工过程。结果表明，ESG 导向营销感知与绿色消费意愿之间不仅存在显著的直接关联，还通过生态焦虑与感知消费者效能的多重间接路径形成层次分明的传导结构：一方面，适度水平的生态焦虑在 ESG 信息刺激下被显著激活，并与更高的绿色消费意愿相联结，呈现出由负性情绪转化为绿色行动动机的建设性作用；另一方面，感知消费者效能在联结 ESG 导向营销感知与绿色消费意向的过程中发挥关键认知枢纽功能，使 Z 世代在“我的选择能够产生实际影响”的主观信念中完成从价值认同到行为准备的跨越。进一步的链式中介分析显示，生态焦虑与感知消费者效能在时间与逻辑上形成前后衔接的连续链条，“情绪激活—认知赋权—行为意向”由此构成 ESG 导向营销影响 Z 世代绿色行动意愿的内在心理路径，为理解数字化 ESG 传播如何跨越“态度—行为鸿沟”提供了较为细致的理论刻画，也为企业在面向青年群体设计兼具责任性与转化效力的 ESG 营销策略提供了经验证据支撑。
关键词：ESG 导向营销；生态焦虑；感知消费者效能；绿色消费意愿；Z 世代
Abstract
Abstract:ESG-oriented marketing and its impact on consumers’ green consumption behavior are becoming central issues in the broader sustainable development discourse, yet systematic evidence on the underlying emotional and cognitive mechanisms remains limited. Adopting an integrated emotion–cognition–behavior perspective, this study focuses on Chinese Generation Z and constructs a model linking ESG-oriented marketing perception, eco-anxiety, perceived consumer effectiveness, and green consumption intention. Based on 400 valid survey responses, structural equation modeling and PROCESS 4.1 are employed to examine the structural paths and serial mediation effects, thereby exploring how ESG-oriented marketing perception is embedded in Gen Z’s psychological processing in a digital environment. The results indicate that ESG-oriented marketing perception is not only directly associated with stronger green consumption intention, but also forms a multi-layered transmission structure through several indirect paths involving eco-anxiety and perceived consumer effectiveness. On the one hand, moderate levels of eco-anxiety are significantly activated by ESG information and are linked to higher green consumption intention, revealing a constructive process in which negative emotions are transformed into motivational drivers of green action. On the other hand, perceived consumer effectiveness functions as a key cognitive hub connecting ESG-oriented marketing perception and green consumption intention, enabling Generation Z to move from value endorsement to behavioral readiness through the subjective belief that “my choices can make a real difference.” Further serial mediation analysis shows that eco-anxiety and perceived consumer effectiveness are temporally and logically connected, jointly shaping a continuous chain from emotional activation to cognitive empowerment and behavioral intention. This delineates the internal psychological pathway through which ESG-oriented marketing influences Gen Z’s willingness to engage in green action, offers a more fine-grained theoretical account of how digital ESG communication can bridge the attitude–behavior gap, and provides empirical support for designing ESG marketing strategies that combine responsibility with behavioral effectiveness for younger audiences.
Keywords：ESG-oriented marketing; eco-anxiety; perceived consumer effectiveness; green consumption intention; Generation Z
引用本文
陈科存、梅见华, ESG导向营销如何激发Z世代绿色行动？生态焦虑与感知消费者效能的中介机制研究[J]. 人文与社会科学学刊. 2026, 2(5): 1-10. DOI: 10.70693/202606068905.
参考文献
