零售企业可持续行为对消费者拥护的影响机制——基于情感视角的分析

doi:10.13438/j.cnki.jdxb.2026.02.014

摘要/Abstract

摘要：零售企业作为与消费者直接接触的企业，其可持续行为不仅对推动全球可持续发展进程具有重要作用，也对消费者决策具有深远影响且机制复杂。然而，学界多从理性认知视角分析零售企业可持续行为对消费者行为的影响机制，忽略了非理性情感因素的重要作用。基于685份消费者样本数据，以消费者钦佩感和消费者情感承诺两个情感变量构建零售企业可持续行为影响消费者拥护的链式中介模型，并检验消费者生态素养的调节作用。结果显示：零售企业可持续行为有助于提高消费者拥护，这一机制主要通过消费者钦佩感与消费者情感承诺的单独和链式中介作用实现，且消费者生态素养显著正向调节上述链式中介作用。从情感视角揭示零售企业可持续行为影响消费者拥护的特殊路径，丰富了零售企业可持续行为对消费者决策影响的相关研究，也为零售企业制定有效的可持续营销策略提供了实践依据。

关键词： 零售企业, 可持续行为, 消费者, 消费者拥护, 消费者钦佩感, 消费者情感承诺, 消费者生态素养

Abstract: As enterprises that interact directly with consumers retailers' sustainable behaviors play a crucial role not only in advancing the global sustainability agenda but also in profoundly influencing consumer decision-making,albeit through complex mechanisms.However,extant research has predominantly examined the impact of such behaviors from a rational-cognitive perspective,largely neglecting the critical role of non-rational affective factors.Drawing on data from 685 consumer respondents,this study proposes and tests a serial mediation model in which retailers' sustainable behaviors influence consumer advocacy through two affective constructs—consumer admiration and consumer affective commitment—and further examines the moderating role of consumer ecological literacy.The results show that retailers'' sustainable behaviors significantly enhance consumer advocacy.This effect operates primarily through the individual and sequential mediating roles of consumer admiration and consumer affective commitment.Moreover,consumer ecological literacy positively and significantly moderates the serial mediation process.By uncovering this affective pathway through which sustainable behaviors foster consumer advocacy,this study not only enriches the literature on how retailers' sustainable behaviors shapes consumer responses but also offers practical insights for retailers to design effective sustainable marketing strategies.

Key words:

retailers, sustainable behaviors, consumer, consumer advocacy, consumer admiration, consumer affective commitment, consumer ecological literacy

王星欣.

零售企业可持续行为对消费者拥护的影响机制——基于情感视角的分析 [J]. 吉首大学学报（社会科学版）, 2026, 47(2): 128-142.

WANG Xingxin. The Impact Mechanism of Retailers' Sustainable Behaviors on Consumer Advocacy:An Affective Perspective[J]. Journal of Jishou University(Social Sciences Edition), 2026, 47(2): 128-142.

参考文献

[1] HE A Z,WANG X X.Measuring consumer perceptions of online retail platform corporate sustainable development:a scale development and validation[J].International Journal of Retail and Distribution Management,2024,52(10/11):988-1003.

[2] UN SDGs.Transforming our world:the 2030 agenda for sustainable development[EB/OL].[2024-09-06].https://sustainabledevelopment.un.org/post2015/transformingourworld.html.

[3] UN SDGs.The sustainable development goals report 2024[EB/OL].[2024-09-06].https://jointsdgfund.org/publication/sustainable-development-goals-report-2024.

[4] YOUN C,KIM S,LEE Y,et al.Measuring retailers' sustainable development[J].Business Strategy and The Environment,2017,26(3):385-398.

[5] LUKI〖XC王星欣.tif〗 R.Sustainable development of retail in Serbia[J].Revista de Management Comparat International,2012,13(4):574-586.

[6] WANG X X,HE A Z.The impact of retailers' sustainable development on consumer advocacy:a chain mediation model investigation[J].Journal of Retailing and Consumer Services,2022,64:102818.

[7] URBAN G L.Customer advocacy:a new era in marketing[J].Journal of Public Policy and Marketing,2005,24(1):155-159.

[8] WILDER K M.Brand advocacy:conceptualization and measurement[D].Mississippi State University,2015.

[9] DU S,BHATTACHARYA C B,SEN S.Reaping relational rewards from corporate social responsibility:the role of competitive positioning[J].International Journal of Research in Marketing,2007,24(3):224-241.

[10] HAMPL N,LOOCK M.Sustainable development in retailing:what is the impact on store choice[J].Business Strategy and the Environment,2013,22(3).

[11] NILSSEN R,BICK G,ABRATT R.Comparing the relative importance of sustainability as a consumer purchase criterion of food and clothing in the retail sector[J].Journal of Brand Management,2019,26(1).

[12] FLORES-HERNNDEZ A,OLAVARRA-JARABA,VZQUEZ-CARRASCO G,et al.Sustainability and branding in retail:a model of chain of effects[J].Sustainability,2020,12(14):5800.

[13] SNCHEZ-GONZLEZ I,GIL-SAURA I,RUIZ-MOLINA M E.Does sustainability drive to create store equity? a proposal through image,quality and loyalty[J].International Journal of Retail and Distribution Management,2022,50(6).

[14] 贺爱忠,刘星.企业环境管理实践对员工亲环境行为影响的情感路径研究[J].软科学,2020(9):116-120.

[15] LOUREIRO S M C,DE PLAZA M A P,TAGHIAN M.The effect of benign and malicious envies on desire to buy luxury fashion items[J].Journal of Retailing and Consumer Services,2020,52:101688.

[16] WEI S,ANG T,JANCENELLE V E.Willingness to pay more for green products:the interplay of consumer characteristics and customer participation[J].Journal of Retailing and Consumer Services,2018,45.

[17] CHEAH I,PHAU I.Attitudes towards environmentally friendly products:the influence of ecoliteracy,interpersonal influence and value orientation[J].Marketing Intelligence and Planning,2011,29(4-5).

[18] BRUNDTLAND G H.Global change and our common future[J].Environment:Science and Policy for Sustainable Development,1989,31(5):16-43.

[19] ELKINGTON J.Partnerships from cannibals with forks:the triple bottom line of 21st-century business[J].Environmental Quality Management,1998,8(1):37-51.

[20] LOZANO R.Envisioning sustainability three-dimensionally[J].Journal of Cleaner Production,2008,16(17):1838-1846.

[21] BOSKOVA I,VALENTA M,DOLANOVA I.Implementation of sustainability activities in food retail chains[J].British Food Journal,2024,126(9):3529-3549.

[22] MARIN-GARCIA A,GIL-SAURA I,RUIZ-MOLINA M E.How do innovation and sustainability contribute to generate retail equity? evidence from Spanish retailing[J].Journal of Product and Brand Management,2019,29(5):601-615.

[23] POTDAR B,GARRY T,MCNEILL I,et al.Retail employee guardianship behaviour:a phenomenological investigation[J].Journal of Retailing and Consumer Services,2020,54:102017.

[24] GONG Y,LIU J,ZHU J.When to increase firms' sustainable operations for efficiency? a data envelopment analysis in the retailing industry[J].European Journal of Operational Research,2019,277(3):1010-1026.

[25] LOMBART C,LOUIS D.A study of the impact of corporate social responsibility and price image on retailer personality and consumers' reactions (satisfaction,trust and loyalty to the retailer) [J].Journal of Retailing and Consumer Services,2014,21(4):630-642.

[26] DANG V T,NGUYEN T N,PERVAN S J.Retailer corporate social responsibility and consumer citizenship behavior:the mediating roles of perceived consumer effectiveness and consumer trust[J].Journal of Retailing and Consumer Services,2020,55:102082.

[27] 贺爱忠,洪礼敏.零售商店环境可持续行为对消费者商店支持的影响研究[J].商业经济与管理,2017,(2):14-24.

[28] 菲利普·科特勒，何麻温·卡塔加雅，伊万·塞蒂亚万.营销革命4.0:从传统到数字[M].王赛,译.北京:机械工业出版社,2018:46-49.

[29] SWEENEY J,PAYNE A,FROW P,et al.Customeradvocacy:a distinctive form of word of mouth[J].Journal of Service Research,2020,23(2):139-155.

[30] KELLER E.Unleashing the power of word of mouth:creating brand advocacy to drive growth[J].Journal of Advertising Research,2007,47(4):448-452.

[31] BHATI R,VERMA H V.Antecedents of customer brand advocacy:a meta-analysis of the empirical evidence[J].Journal of Research in Interactive Marketing,2020,14(2):153-172.

[32] PALMATIER R W.Relationship marketing[M].Cambridge,MA:Marketing Science Institute,2008.

[33] BECKER B E,LUTHAR S S.Peer-perceived admiration and social preference:contextual correlates of positive peer regard among suburban and urban adolescents[J].Journal of Research on Adolescence,2007,17(1):117-144.

[34] IMMORDINO-YANG M H,MCCOLL A,DAMASIO H,et al.Neural correlates of admiration and compassion[J].Proceedings of the National Academy of Sciences,2009,106(19):8021-8026.

[35] ORTONY A,CLORE G L,COLLINS A.The cognitive structure of emotions[M].Cambridge:Cambridge university press,2022.

[36] 陈世民,吴宝沛,方杰,等.钦佩感:一种见贤思齐的积极情绪[J].心理科学进展,2011(11):1667-1674.

[37] 朱东红,常亚平.不务正业还是令人钦佩:县长直播带货对购买意愿的影响[J].南开管理评论,2023,26(2).

[38] 刘伟,纪思淼,齐捧虎.企业家形象、消费者企业家钦佩感与消费者品牌态度[J].外国经济与管理,2018(3).

[39] AAKER J,VOHS K D,MOGILNER C.Nonprofits are seen as warm and for-profits as competent:firm stereotypes matter[J].Journal of Consumer Research,2010,37(2).

[40] TOSUN P,TAVSAN N.The impact of perceived corporate social responsibility on consumer happiness and brand admiration[J].Management Decision,2024,62(2):665-684.

[41] 刘伟,李爱梅,李纯青.突破式创新比渐进式创新更能促进消费者的合作创新意愿吗[J].南开管理评论,2023(4).

[42] GUSTAFSSON A,JOHNSON M D,ROOS I.The effects of customer satisfaction,relationship commitment dimensions,and triggers on customer retention[J].Journal of Marketing,2005,69(4):210-218.

[43] FULLERTON G.When does commitment lead to loyalty? [J].Journal of Service Research,2003,5(4).

[44] WON-MOO H,HANNA K,KYUNG K H.Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? the mediating roles of customer-company identification and affective commitment[J].Corporate Social Responsibility and Environmental Management,2018,25(6).

[45] KIM Y,HUR W M,LEE L.Understanding customer participation in CSR activities:the impact of perceptions of CSR,affective commitment,brand equity,and corporate reputation[J].Journal of Retailing and Consumer Services,2023,75:103436.

[46] CHO B K,PARK J Y,LEE Y K.Do green practices and green image promote consumers participation in social network sites (SNS) [J].Journal of Hospitality Marketing and Management,2023,32(5).

[47] WAITES S F,STEVENS J L,HANCOCK T.Signaling green:investigating signals of expertise and prosocial orientation to enhance consumer trust[J].Journal of Consumer Behaviour,2020,19(6):632-644.

[48] ZHANG X,WAN J,JIN Y.Exploring the outcomes of customer engagement in DSR:the role of affective commitment and gamification affordance[J].Sustainability,2023,15(6):5037.

[49] AMYX D A,DEJONG P F,LIN X,et al.Influencers of purchase intentions for ecologically safe products:an exploratory study[C].Chicago:American Marketing Association,1994:341-347.

[50] LAROCHE M,BERGERON J,BARBARO-FORLEO G.Targeting consumers who are willing to pay more for environmentally friendly products[J].Journal of Consumer Marketing,2001,18(6):503-520.

[51] OZER E M,BANDURA A.Mechanisms governing empowerment effects:a self-efficacy analysis[J].Journal of Personality and Social Psychology,1990,58(3):472-486.

[52] SIMES C,SEBASTIANI R.The nature of the relationship between corporate identity and corporate sustainability:evidence from the retail industry[J].Business Ethics Quarterly,2017,27(3):423-453.

[53] NARAYANAN S,SINGH G A.Consumers' willingness to pay for corporate social responsibility:theory and evidence[J].International Journal of Consumer Studies,2023,47(6):2212-2244.

[54] RATHORE P,SAHA E,CHAKRABORTY S,et al.Assessing impact of consumer perceived CSR on consumer attitude and purchase behaviour in retail segment:a stakeholder theory perspective[J].Society and Business Review,2023,18(2):264-295.

[55] GLEIM M R,MCCULLOUGH H,SREEN N,et al.Is doing right all that matters in sustainability marketing? the role of fit in sustainable marketing strategies[J].Journal of Retailing and Consumer Services,2023,70:103124.

[56] ALVARADO-HERRERA A,BIGNE E,ALDAS-MANZANO J,et al.A scale for measuring consumer perceptions of corporate social responsibility following the sustainable development paradigm[J].Journal of Business Ethics,2017,140(2):243-262.

[57] CASTRO-GONZALEZ S,BANDE B,FERNANDEZ-FERRIN P,et al.Corporate social responsibility and consumer advocacy behaviors:the importance of emotions and moral virtues[J].Journal of Cleaner Production,2019,231(10):846-855.

[58] CUDDY A J C,FISKE S T,GLICK P.The bias map:behaviors from intergroup affect and stereotypes[J].Journal of Personality and Social Psychology,2007,92(4):631-648.

[59] UTKUTUG C P.The mediating effect of consumers' perceived ethicality in the relationship between consumer cynicism/material values and affective commitment[J].Journal of Marketing Analytics,2022:12(3):583-598.

[60] WANG S,YUAN C,LIU Y,et al.The impact of blockchain food traceability system on consumers' affective brand commitment and premium price motivation[J].Asia Pacific Journal of Marketing and Logistics,2024,36(6):1520-1537.

[61] MORGAN R M,HUNT S D.The commitment-trust theory of relationship marketing[J].Journal of Marketing,1994,58(3):20-38.

[62] D'SOUZA C,TAGHIAN M,LAMB P.An empirical study on the influence of environmental labels on consumers[J].Corporate Communications an International Journal,2006,11(2):162-173.

[63] MATIN A,KHOSHTARIA T,MARCAN M,et al.The roles of hedonistic,utilitarian incentives and government policies affecting customer attitudes and purchase intention towards green products[J].International Review on Public and Nonprofit Marketing,2022,19(4):709-735.

[64] ROMANI S,GRAPPI S,BAGOZZI R P.Explaining consumer reactions to corporate social responsibility:the role of gratitude and altruistic values[J].Journal of Business Ethics,2013,114(2):193-206.

[65] SEPTIANTO F,SEO Y,ZHAO F.The effects of competence and warmth appeals on luxury and sustainable brand advertising:the moderating role of construal level[J].Journal of Advertising,2022,51(3):369-384.

[66] HAIR J F,BLACK W C,BABIN B J,et al.Multivariate Data Analysis (8th ed)[M].London：Cengage Learning EMEA,2019:133.

[67] CHIN W W.The partial least squares approach to structural equation modeling[J].Modern Methods for Business Research,1998,295(2):295-336.