臺灣博碩士論文加值系統

隨著環保意識的重視，越來越多的消費者發現，他們的購買行為可能會對環境產生影響。因此，本研究的目的是探討消費者的環境敏感度、環保意識、環保態度、綠色採購及政府政策是否會影響消費者的綠色購物行為。問卷設計分為六部分，以衡量消費者對綠色產品的概念。問卷共發放319份，有效問卷301份。使用描述性統計、因素分析、T-test、ANOVA、回歸分析進行問卷分析。數據分析後，結果顯示，消費者的綠色購物行為與其環境敏感度、環保意識，環保態度、綠色採購及政府政策之間有顯著的影響關係。其結果在綠色行銷領域上提供了一些新的見解及對於往後研究提供了基礎的方向。

With the rise of environmental conscious, more and more consumers notice that their purchase behavior could have an impact on our environment; thus, owing to this trend, the purpose of this study was to investigate the relationships among ecological sensitivity, environmental concern, consumers’ green attitude, consumers’ green purchasing and government policy. Participants were 301 individuals in central Taiwan. Questionnaire was composed of six parts to measure consumers’ conceptions towards green products. After data analyzing, the results showed that there were significant and positive relationship among ecological sensitivity, environmental concern, green attitude, green purchasing and government policy. Thus, the finding provided some new insight to the field of green marketing.

ABSTRACT………………………………………………………………………………………………………………………………I
ACKNOWLEDGEMENTS…………………………………………………………………………………………………………III
TABLE OF CONTENTS……………………………………………………………………………………………………IV
LIST OF TABLES……………………………………………………………………………………………………………VI
LIST OF FIGURES…………………………………………………………………………………………………………VIII
CHAPTER ONE INTRODUCTION …………………………………………………………………………………1
Background of the Study……………………………………………………………………1
Purpose of the Study………………………………………………………………………3
Structure and Process of the Study………………………………………………………3
CHAPTER TWO LITERATURE REVIEW ……………………………………………………………6
Ecological Sensitivity……………………………………………………………………………………6
Environmental Concern………………………………………………………………………………………7
Green Marketing…………………………………………………………………………………………………………9
Green Attitude and Purchasing…………………………………………………………………10
Government Policy……………………………………………………………………………13
Eco-labeling……………………………………………………………………………………………14
CHAPTER THREE METHODOLOGY ………………………………………………………………………15
Conceptual Framework …………………………………………………………………………………………15
Hypothesis………………………………………………………………………………………………………………………16
Design……………………………………………………………………………………………………………………………………17
Sample and Procedure……………………………………………………………………………17
Pilot Study……………………………………………………………………………………………………………21
Instrument………………………………………………………………………………………………………………………………………22
CHAPTER FOUR RESULTS AND DISCUSSION…………………………………………………………………24
Descriptive Analysis ……………………………………………………………………………………………………………24
Measurement Results for Research Variables…………………………………………………………29
Reliability and Factor Analysis………………………………………………………………………………………34
T-Test…………………………………………………………………………………………………………………………………………………………38
ANOVA………………………………………………………………………………………………………………………………………………………………47
Regression Analysis…………………………………………………………………………………………………………………………51
CHAPTER FIVE CONCLUSIONS…………………………………………………………………………………………………………57
Conclusion…………………………………………………………………………………………………………………………………………………57
Research Implication………………………………………………………………………………………………………………………58
Research Limitation……………………………………………………………………………………………………………………………59
Future Recommendations……………………………………………………………………………………………………………………59
REFERENCES…………………………………………………………………………………………………………………………………………………………61
APPENDICES……………………………………………………………………………………………………………………………………………………………68














Table 3.1 The Reliability of each section of the questionnaire…………………21
Table 3.2 The Rate of the questionnaire delivery…………………………………………………………22
Table 4.1 Participants Characteristics……………………………………………………………………………………26
Table 4.2 Participants toward green product……………………………………………………………………………28
Table 4.3 Descriptive Analysis for Questionnaire Items………………………………………………31
Table 4.4 KMO and Barlett’s Test of Sphericity…………………………………………………………………………34
Table 4.5 Reliability Analysis and Factor Analysis…………………………………………………………………35
Table 4.6 The Analysis of T-Test between Gender and five variables…………………………38
Table 4.7 The Analysis of T-Test between Marital and five variables…………………………40
Table 4.8 The Analysis of T-Test between Eco-label and five variables…………………………41
Table 4.9 The Analysis of T-Test between Light bulb and five variable…………………………42
Table 4.10 The Analysis of T-Test between Motorcycle and five variables…………………………44
Table 4.11 The Analysis of T-Test between Motorcycle and five variables………………………………46
Table 4.12 The Analysis of ANOVA between Age and five variables……………………………………………………48
Table 4.13 The Analysis of ANOVA between Education and five variables…………………………………………49
Table 4.14 The Analysis of ANOVA between Monthly Disposable Income and five variables……………50
Table 4.15 Ecological sensitivity towards Consumers’ green attitude…………………………………………………………52
Table 4.16 Ecological sensitivity towards Consumers’ green attitude…………………………………………………………52
Table 4.17 Environmental concern towards Consumers’ green attitude……………………………………………………………53
Table 4.18 Environmental concern towards Consumers’ green attitude……………………………………………………………53
Table 4.19 Consumers’ green attitude towards Consumers’ green purchasing………………………………………………54
Table 4.20 Consumers’ green attitude towards Consumers’ green purchasing………………………………………………54
Table 4.21 Government policy towards Consumers’ green purchasing……………………………………………………………………55
Table 4.22 Government policy towards Consumers’ green purchasing……………………………………………………………………55
Table 4.23 The Results of Hypotheses………………………………………………………………………………………………………………………………………………56













Figure 1.1 The Flow Chart of this Research………………………………………………………………………………………………………………………………6
Figure 3.1 The Conceptual Model of this Research………………………………………………………………………………………………………………18

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