臺灣博碩士論文加值系統

The impact of all kinds of environmental problems and energy crisis alarms the world. As a citizen of the global village, any corporation in Taiwan has the duty to take its own social responsibility to help mitigating the environmental and societal problem while striving for the financial performance. Therefore the concept of “sustainable development” is brought out while design and produce new products.
To investigate how to raise the intention of young generation in green consumption and the difference between Non-profit organizations and For-profit organizations, we combine psychology and marketing concept to propose a new conceptual framework for green consumption. To do so, we choose Tzu Chi’s recycled POLO shirts as the green product provided by Non-profit organization (NPO) and Timberland’s recycled POLO shirts as the green product provided by For-profit organization (FPO) to be our objects and postulate respective hypotheses. A hypothetical model is established to analyze these constructs and their correlations in the proposed conceptual frameworks.
For the research findings, firstly, multiple regression results proved consumer perceived values variables and green purchase attitude variables have significant effect on green purchase intention for green products provided by Non-profit organization. On the other side, product-related information acquisition variables and consumer perceived value variables have significant effect on green purchase intention for green products provided by For-profit organization. The outcomes discovered the characteristics of Taiwan environmental organizations and pointed out room for the industry’s improvement. Secondly, PLS analysis pointed out that green marketing factors do have significant effect on green purchase intention for green products provided by Non-profit and For-profit organizations. Only the price comparison variable is not significant which may demonstrates the young generation does not perceived the value of green products by using the price index. Also, it improves the problem of multiple regression analysis. At last, some recommendations for the Non-profit and For-profit organizations, and future researches were provided.

The impact of all kinds of environmental problems and energy crisis alarms the world. As a citizen of the global village, any corporation in Taiwan has the duty to take its own social responsibility to help mitigating the environmental and societal problem while striving for the financial performance. Therefore the concept of “sustainable development” is brought out while design and produce new products.
To investigate how to raise the intention of young generation in green consumption and the difference between Non-profit organizations and For-profit organizations, we combine psychology and marketing concept to propose a new conceptual framework for green consumption. To do so, we choose Tzu Chi’s recycled POLO shirts as the green product provided by Non-profit organization (NPO) and Timberland’s recycled POLO shirts as the green product provided by For-profit organization (FPO) to be our objects and postulate respective hypotheses. A hypothetical model is established to analyze these constructs and their correlations in the proposed conceptual frameworks.
For the research findings, firstly, multiple regression results proved consumer perceived values variables and green purchase attitude variables have significant effect on green purchase intention for green products provided by Non-profit organization. On the other side, product-related information acquisition variables and consumer perceived value variables have significant effect on green purchase intention for green products provided by For-profit organization. The outcomes discovered the characteristics of Taiwan environmental organizations and pointed out room for the industry’s improvement. Secondly, PLS analysis pointed out that green marketing factors do have significant effect on green purchase intention for green products provided by Non-profit and For-profit organizations. Only the price comparison variable is not significant which may demonstrates the young generation does not perceived the value of green products by using the price index. Also, it improves the problem of multiple regression analysis. At last, some recommendations for the Non-profit and For-profit organizations, and future researches were provided.

Abstract I
Table of Contents III
List of Tables V
List of Figures VII
CHAPTER I. INTRODUCTION 1
Background of the Study 1
Purposes of the Study 3
Questions of the Study 4
Significance of the Study 4
Delimitations and Limitations 5
Definition of Terms 5
CHAPTER II. LITERATURE REVIEW 7
Green Consumption 7
Green Marketing 8
Consumer Behavior 11
Green Products 16
The Greening of Organizations 18
CHAPTER III. METHODOLOGY 21
Research Framework for Model 1 21
Research Hypotheses for Model 1 22
Research Framework for Model 2 23
Research Hypotheses for Model 2 24
Research Procedure 26
Research Methods 28
Data Analysis 33
CHAPTER IV. RESULTS 37
Reliability and Validity Analysis 37
Descriptive Statistics for NPO 38
Descriptive Statistics for FPO 42
Correlation Analysis 46
CHAPTER V. EMPIRICAL RESULTS OF REGRESSION 51
Multiple Regression Findings (NPO) 51
Multiple Regression Findings (FPO) 64
CHAPTER VI. EMPIRICAL RESULTS OF PARTIAL LEAST
SQUARES METHOD 77
Partial Least Squares Findings (NPO) 77
Partial Least Squares Findings (FPO) 82
CHAPTER VII. CONCLUTIONS AND RECOMMENDATIONS 87
Conclusions of Multiple Regression Results 87
Conclusions of Partial Least Squares Results 91
Recommendations for Non-Profit Organization 92
Recommendations for For-Profit Organization 93
Recommendations for Future Research 93
REFERENCES 95
APPENDIX A. COVER LETTER FOR ENGLISH QUESTIONNAIRE
99
APPENDIX B. QUESTIONNAIRE (ENGLISH VERSION) 101
APPENDIX C. COVER LETTER FOR CHINESE QUESTIONNAIRE
107
APPENDIX D. QUESTIONNAIRE (CHINESE VERSION) 109
APPENDIX E. RESESRCH FRAMEWORK (MODEL 3) 117
APPENDIX F. PAIRED T TEST 119

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