臺灣博碩士論文加值系統

追求永續經營為時下的熱門議題，不論學術界還是實務界均開始關心綠色行動的推動。然而，過去研究指出消費者的環保意識逐漸高漲，但卻不一定會實際落實綠色行為，訪間許多調查也證實生活中消費者的確不盡然會將保護環境的想法轉化為身體力行，基於促進實際綠色行為，本研究將吸引消費者從事綠色行為的綠色動機作為自變數，並加入綠色訊息以及從眾作為調節變數，進而探討自變數與調節變數之間如何相互影響並透過中介變數知覺綠色貢獻促進消費者從事綠色行為。
本研究一共進行兩個正式實驗，實驗一採用2(綠色動機：內在動機v.s.外在動機) × 2(綠色訊息：獲得訊息框架v.s.損失訊息框架)之受測者間因子設計，為將綠色行為深入消費者的生活當中，探究消費者的節電行為，研究對象為居住於社區型管理大樓套房之住戶，對象多為上班族；實驗二則加入了從眾的變數進行考量，採用2(綠色動機：內在動機v.s.外在動機) ×2(綠色訊息：獲得訊息框架v.s.損失訊息框架) ×2(從眾：從眾v.s.不從眾)的受測者間因子設計，研究對象改為學生族群並以減塑行為為主。
實驗一結果表明，傳遞獲得訊息框架的綠色訊息時，內在綠色動機較外在綠色動機更能提高消費者的知覺綠色貢獻及促進綠色行為，而傳遞損失訊息框架時，外在綠色動機較內在綠色動機更能提高消費者的知覺綠色貢獻及促進綠色行為，結果亦證實綠色動機與綠色訊息的交互作用會透過知覺綠色貢獻影響綠色行為。此外，實驗二結果驗證在從眾的情況下，綠色動機與綠色訊息對綠色行為無影響，反之，不從眾的情況下則與實驗一的結論相同。
本研究結果未來可供官方機構推行綠色政策時進行參考，例如:節電政策、減塑三階段政策等環保政策。另外，在民間團體方面，環保組織、商家、企業在推行環保活動時，也可參考本研究結果評估何種方式較可能為民眾或企業員工實行綠色行為的關鍵，了解不同綠色動機的消費者並向其投放合適的宣導文宣、廣告訊息類型以促進其心理對於環境保護的知覺綠色貢獻並採取實際行動。

Nowadays, the importance of environmental sustainability issue has significantly increased for both the academic researchers and the practitioners. There is still a gap between attitudes and actual behaviors toward green actions or environmental protection. The central question in this study is how to boost actual green behaviors? This study proposes that the interplay effects of green motivation, green message and conformity on actual green behaviors. Also, this study argues that the underlying mechanism of perceived green contribution will mediate these effects.
To verify the hypotheses, this study conducted two experiments. Study 1 was adopted a 2 (green motivation: intrinsic v.s. extrinsic) × 2 (green message: gain-framed v.s loss-framed) between subjects design. Study 2 was adopted a 2 (green motivation: intrinsic v.s. extrinsic) × 2 (green message: gain-framed v.s loss-framed) × 2 (conformity: conformity v.s. non-conformity) between subjects design. The two experiments are conceptually similar, however, there are some diversities in the measurement of actual green behaviors, the sources of the samples, and the scope of green behaviors, and the manipulation of conformity.
The findings across two studies showed that when consumer expourse on the gain-framed green messages, the intrinsic green motivation will boost stronger the perception of green contribution and actual green behaviors than extrinsic green motivation. In contrast, when consumer expourse on the loss-framed green messages, the extrinsic green motivation will boost stronger the perception of green contribution and actual green behaviors than intrinsic green motivation. The effects mentioned above only exist on non-confirmity condition.
A match (vs. mismatch) between the green motivation and green message leads to persuasion effectiveness of actual green behaviors. This research provides guidance to marketers in green industry and the government which are interested in communicating with public and consumers and persuading them to take an actual green beahviors.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 8
第二章 文獻探討 9
第一節 綠色動機 9
第二節 綠色訊息 11
第三節 從眾 13
第四節 知覺綠色貢獻 15
第三章 實驗一 17
第一節 研究假說 17
第二節 研究架構 21
第三節 實驗設計 22
第四節 實驗一研究結果分析 34
第五節 實驗一結果與討論 67
第四章 實驗二 69
第一節 研究假說 69
第二節 研究架構 71
第三節 實驗設計 72
第四節 實驗二研究結果分析 81
第五節 實驗二結果與討論 118
第五章 結論與建議 119
第一節 研究結論 119
第二節 理論貢獻 121
第三節 管理意涵 123
第四節 研究限制與建議 125
參考文獻 127
附錄1 實驗素材 134
附錄2 實驗一問卷 137
附錄2 實驗二問卷 158

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