臺灣博碩士論文加值系統

全球環保意識的成長趨勢下，隨著近年來消費者意識抬頭綠色消費行為的產生，消費者對於企業環保策略實施在市場上接受度提高。企業內部經營之環保策略實施，除了內部營運策略節省企業經營成本，外部環保行銷策略也日漸受到消費者接受。對於環境意識下環境保護承諾提供附加的綠色態度及行為(e.g. Roberts, 1996b; Roberts and Bacon, 1997; Stern et al., 1993) 市場上延伸出綠色消費行為，消費者對於環境承諾採用值接的消費行為。誘因機制誘因排擠效果。
本研究主要以環保意識對於綠色消費行為中產生之誘因排擠效果，而誘因排擠效果如何影響綠色消費行為。誘因機制採取兩種現金折扣與環保替代方案，研究與證實，社會科學下經濟誘因會造成綠色消費行為的排擠效果，環保替代方案相較於現金折扣方案有顯著影響。環保替代方案對於綠色消費行為造成誘因機制正向影響。根據研究調查證實其結果，並提出建義與相關研究限制。
關鍵字：誘因排擠效果、環保意識、綠色消費行為

全球環保意識的成長趨勢下，隨著近年來消費者意識抬頭綠色消費行為的產生，消費者對於企業環保策略實施在市場上接受度提高。企業內部經營之環保策略實施，除了內部營運策略節省企業經營成本，外部環保行銷策略也日漸受到消費者接受。對於環境意識下環境保護承諾提供附加的綠色態度及行為(e.g. Roberts, 1996b; Roberts and Bacon, 1997; Stern et al., 1993) 市場上延伸出綠色消費行為，消費者對於環境承諾採用值接的消費行為。誘因機制誘因排擠效果。
本研究主要以環保意識對於綠色消費行為中產生之誘因排擠效果，而誘因排擠效果如何影響綠色消費行為。誘因機制採取兩種現金折扣與環保替代方案，研究與證實，社會科學下經濟誘因會造成綠色消費行為的排擠效果，環保替代方案相較於現金折扣方案有顯著影響。環保替代方案對於綠色消費行為造成誘因機制正向影響。根據研究調查證實其結果，並提出建義與相關研究限制。
關鍵字：誘因排擠效果、環保意識、綠色消費行為

目錄
中文摘要…………………………………………………………………………… i
英文摘要…………………………………………………………………………… ii
目錄………………………………………………………………………………… iii
表目錄……………………………………………………………………………… v
圖目錄……………………………………………………………………………… vi

第一章 緒論 1
1.1 研究動機與目的 1
1.2 研究問題 3
1.3 研究流程 4
第二章 文獻探討與假說推導 6
2.1 環保意識與綠色消費行為 6
2.2 誘因排擠效果 9
第三章 研究方法 16
3.1 研究架構 16
3.2 研究變項之操作性定義與衡量 17
3.3 資料蒐集 20
3.4 分析模式 22
第四章 分析結果 25
4.1描述性統計以及相關分析 25
4.2驗證性因素分析(CFA) 26
4.3 迴歸分析結果 29
4.4 變異數分析 31
第五章 研究結論與管理意涵 41
5.1研究結論 41
5.2管理意涵 43
5.3實務意涵 44
5.4未來研究方向 45
參考文獻 46
附錄：研究問卷 52

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