中文摘要：

探讨了中国情境下的社会规范对消费者社会责任消费行为的影响机理。研究结果表明：①中国情境下消费者社会责任购买意向存在两条形成路径：“内化”模式，即“规范感知-规范认同-规范行为意向-消费者社会责任购买意向”关系模式；“压力”模式，即“规范感知-规范行为意向-消费者社会责任购买意向”关系模式；②消费者的自我责任归因正向影响其规范认同；③消费者自我责任归因对规范认同和规范行为意向之间的关系具有正向调节作用。

英文摘要：

This paper investigates the impacts of social norms to socially responsible consumer behavior in China. We find that （1）normative rationality influences purchase intention through two different paths： ＂internalization mode＂（i, e. norm perception-normative identification- normative behavior intention-purchase intention）and ＂pressure mode＂ （i. e. norm perception-normative behavior intention-purchase intention）. （2）Consumers＂ serf-responsibility attribution poses a positive impact on norm identification. （3）Consumers＂ self-responsibility attribution has a positive moderating effect on the relationship between norm identification and normative behavior intention.