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绿色消费作为生态文明建设的重要抓手，其市场可持续发展受消费者重复购买行为的影响。论文整合了潜在狄利克雷分配(LDA)、结构方程模型(SEM)与模糊集定性比较分析(fsQCA)三种方法，构建“客观识别—主观验证—组态解析”的研究框架，系统探究绿色产品重购意愿的影响因素与组态路径。研究发现，LDA识别出服务、物流、设计、价格、功能、节能与环保是绿色产品重购意愿的核心影响因素，SEM验证了7个因素对重购意愿的显著正向影响。此外，fsQCA将其归纳为绿色属性主导型、价格驱动型与绿色补偿型三类模型，揭示了环保、节能与价格作为核心要素的替代效应和组合机制。论文突破了单一方法局限，通过创新混合研究设计，为消费行为研究提供了从变量提取到组态解析的范式，深化了对绿色产品重复购买行为的理解。实践上，为企业制定差异化策略与政府优化绿色政策提供了精准依据，助力“双碳”目标的长效落地。
Abstract：Green consumption is a critical instrument for advancing ecological civilization,and the sustainable development of the green product market fundamentally depends on consumers’ repeat purchase behavior.This study integrates latent Dirichlet allocation (LDA),structural equation modeling(SEM),and fuzzy-set qualitative comparative analysis (fsQCA) to construct a research framework of “objective identification-subjective validation-configurational analysis”,thereby systematically examining the determinants and configurational pathways of green product repurchase intention.The LDA results identify service,logistics,design,price,functionality,energy efficiency,and environmental friendliness as the core factors influencing green product repurchase intention.SEM further confirms that all seven factors exert significant positive effects on repurchase intention.In addition,fsQCA synthesizes these factors into three distinct configurational models—green-attribute-dominant,price-driven,and green-compensation—revealing the substitutive effects and combinatorial mechanisms among environmental friendliness,energy efficiency,and price as core conditions.By transcending the limitations of single-method approaches,this study advances the consumer behavior literature through an innovative mixed-methods design that offers a comprehensive paradigm from variable extraction to configurational analysis,thereby deepening the understanding of green product repeat purchasing behavior.From a practical perspective,the findings provide precise guidance for firms in formulating differentiated strategies and for governments in optimizing green policies,contributing to the sustained implementation of the dual carbon goals.
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基本信息:
中图分类号:X322;F713.55
引用信息:
[1]张鹏,蔡明峰,梅蕾.绿色产品重购意愿的驱动机制与组态路径——基于LDA、SEM和fsQCA的混合方法[J].生态经济,2026,42(08):11-17.
基金信息:
国家自然科学基金项目“面向网络社群的团购机制创新研究”（71662024）; 内蒙古自然科学基金项目“参照群体影响个体低碳产品购买行为的神经机制及预测研究”（2023MS07001）; 内蒙古自治区研究生科研创新项目“外部干预策略对消费者持续绿色消费意愿的影响机制：基于文本挖掘和神经科学”（KC2024060S）
2026-08-03
2026-08-03