臺灣博碩士論文加值系統

在過去十年間，空氣汙染在蒙古一直是個不斷增長的問題，目前首都烏蘭巴托市在世界上空氣汙染嚴重程度排名第二。這不僅是蒙古人的問題；這已成為全球關注的問題，而多數國家已傾向降低空氣汙染及環境問題。本研究之目的在於探討傳統的四個營銷組合要素在蒙古消費者對綠色產品之態度及購買意願的影響。
本研究採用定量方法及由蒙古消費者所蒐集之初級資料及結構行問卷來瞭解該國消費者對綠色產品之購買意願。總計204份問卷透過因素分析、可靠性分析、相關性分析及迴歸分析來計算及分析。
研究結果顯示，在蒙古市場大部分受訪者在眾多類型的綠色產品中更願意購買綠色食物商品。在營銷組合要素中最重要的是產品及地點。本研究使我們更深入了解在蒙古影響消費者購買意願之因素。此外，本研究探討了營銷組合要素及消費者態度對消費者購買綠色產品意願之影響。本研究之結果將協助蒙古企業對消費者(B2C) 的過程，且將提供對消費者購買意願更深入之瞭解，亦能鼓勵製造商生產更多綠色產品。
關鍵字：蒙古、綠色行銷、綠色產品、 營銷組合要素、消費者態度、消費者購買意願

Over the past decade, air pollution in Mongolia has been a growing issue and now capital Ulaanbaatar city has the second highest level of air pollution in the world. This is not only a Mongolian problem; it has become global concern. Most of the countries, around the globe have already tended to decrease air pollution and environmental issues. The aim of this study is exploring the influence of the four traditional marketing mix elements on attitude and purchasing intentions of Mongolian consumers of green products.
This study used quantitative method with primary data collected from consumers in Mongolia and structured questionnaire to understand consumer purchasing intention towards green products in that country. Total 204 questionnaires were computed and analyzed through factor analysis, reliability analysis, correlation analysis and regression.
The results of this study show that, in Mongolian market most of the respondents are more willing to purchase green food product than other types of green products. Furthermore, this study provides a better understanding of the factors influencing consumer purchase intention in Mongolia. The results of this study will help the business to consumer (B2C) process of Mongolia and will provide a better understanding of consumer purchase intention, and therefore, encouraging the manufacturer to produce more green products.
Keywords: Mongolia, Green marketing, Green products, Marketing Mix elements, Consumer attitude, Consumer purchase intention

ACKNOWLEDGEMENT ………………………………………………………………….… I
ABSTRACT ……………………………………………………………………………….… II
CHINESE ABSTRACT …………………………………………………………………….. III
LIST OF TABLES ……………………………………………………...…………………... VI
LIST OF FIGURES ……………………………………………………………………..…. VII
CHAPTER ONE INTRODUCTION………………................................................................. 1
Research Background ………………………………….…………………...…………… 1
Problem Statement …........................................................................................................ 2
Purpose of Study ………………………………………………………………………... 4
Definition of Terms …………………………………………………………...………… 4
Research Process ………………………………………………………………………... 5
CHAPTER TWO LITERATURE REVIEW …………………………………………………. 7
Green in Mongolia ………………………………………………………………………. 7
Green Consumerism and Eco-Labelling ………………………………….……………... 8
Green Marketing …......................................................................................................... 10
Green Product ………………….……………………………………………….…….... 12
Marketing Mix ………………………………………………………………………… 12
Green Marketing Mix ………………………………………………………………….. 13
Product ………………………………………………………...………………….… 13
Price ……………………………………………………………………...……….… 14
Promotion …………………………………………………………………............… 15
Place …………………………………………………………………………...……. 17
Consumer Attitude …………………………………………………………………….. 18
Impact of Green Marketing Mix on Consumer Attitude ……………………………….. 19
Consumer Purchase Intention …………………………………………………….……. 19
Impact of Green Marketing Mix on Purchase Intention ……………………………….. 20
Relationship of Consumer Attitude with Purchasing Intention ………………………... 21
CHAPTER THREE METHODOLOGY ……………………………………………………. 22
Research Framework …….…………………………………………………………….. 22
Research Hypothesis ……………………………………………………………..…..... 23
Questionnaire ………………………………………………………………………….. 26
Data Collection Method ……………………………………………………………….. 27
Multiple Regression …………………………………………………………………… 28
Testing for the Mediation Effect ……………………………………………………….. 28
Data Analysis ………………………………………………………………………….. 30
CHAPTER FOUR DATA ANALYSIS AND FINDINGS …………………………………. 31
Demographic Characteristic ………………………………………………………….... 31
Descriptive Analysis …………………………………………………………………... 33
Validity and Reliability ………………………………………………………………... 34
Correlation Analysis ………………………………………………………………….... 36
Multiple Regression ………………………………………………………………….... 36
Testing for the Mediation …………………………………………………………….... 40
Findings of Hypothesis ………………………………………………………………… 43
CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS ……...………………… 45
Discussion, Conclusion and Implication ………………………………………………. 45
Recommendations ……………………………………………………………………... 51
REFERENCES …………………………………………………………………………...… 52
APPENDIX …………………………………………………………………………………. 59
Appendix A: Questionnaire (English) …………………………………………………. 59
Appendix B: Questionnaire (Mongolian) ……………………………………………… 63

LIST OF TABLES
Table 1. ISO-defined voluntary label schemes ……………………………………………..… 8
Table 2. ISO 14000 series ….………………………………………………………………... 10
Table 3. Construct measurement variable …………………………………………………... 26
Table 4. Four step of mediation testing for the research model …………………………….. 29
Table 5. Range of Response and Corresponding allocated ………………………….…...… 31
Table 6. Demographic Information …………………………………………………………. 32
Table 7. Purchase of Green Product ………………….……………………………………. 33
Table 8. Descriptive Analysis ……………………………………………………………….. 34
Table 9. The Result of Factor Loading and Reliability Analysis ……………………………. 35
Table 10. Result of Correlation Analysis ……………………………………………………. 36
Table 11. Multiple Regression Analysis (dependent variable: consumer attitude) …………. 37
Table 12. Multiple Regression Analysis (dependent variable: purchase intention) …...……. 38
Table 13. Regression Analysis with mediator (dependent variable: purchase intention) ...… 39
Table 14. Test for Mediating Effect of Consumer Attitude ………………………………….. 41
Table 15. Result of Hypotheses ……………………………………………………………... 43

LIST OF FIGURES
Figure 1. Research Process …………...……………………………………………………… 6
Figure 2. Eco-Labelling Participants …………...……………………………………………. 9
Figure 3. Conceptual model …………………………………………………………………. 22
Figure 4. Diagram of four step of mediation testing for the research model …..…………… 29
Figure 5. Result of Multiple Regression Analysis ………………………………………….... 37
Figure 6. Result of Multiple Regression Analysis ………………………………………….... 38
Figure 7. Result of Multiple Regression Analysis with Mediator ………….………………… 40

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