Firms that have implemented eco-innovation are facing negative responses in the form of consumer boycotts. The intrinsic mechanism behind this phenomenon is worth studying. Based on psychological contract violation theory and attribution theory, and using psychological contract violation as the mediator variable and environmental concern as the moderator variable, this study constructs a relational model to explain why and how reactive eco-innovation leads to consumer boycotts. The results indicate that firms’ reactive eco-innovation positively correlates with consumers’ propensity to boycott consumer goods; reactive eco-innovation can trigger consumers’ boycott willingness through psychological contract violation, and consumer environmental concerns reduce the impact of psychological contract violation on consumer boycotts.

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为什么公司的反应性生态创新可能导致消费者抵制

实施生态创新的公司正面临消费者抵制形式的负面反应。这一现象背后的内在机制值得研究。本研究基于心理契约违反理论和归因理论，以心理契约违反为中介变量，环境关注为调节变量，构建了一个关系模型来解释反应性生态创新为何以及如何导致消费者抵制。结果表明，企业的反应性生态创新与消费者抵制消费品的倾向正相关；反应性生态创新可以通过违反心理契约来触发消费者的抵制意愿，而消费者对环境的关注降低了心理契约违反对消费者抵制的影响。