臺灣博碩士論文加值系統

全球異常變化的氣候，使溫室效應讓全球暖化的現象浮出。這明顯的傳遞著環境保護的重要，消費者逐漸重視綠色議題。在綠色意識及綠色產品的普及化，藉由政府、社福團體、環保團體、宗教團體的提倡及宣導，讓消費者認識綠色產品對環境保護的重要性。在宗教信仰中，有著不同宗教團體帶領著消費者在綠色消費上盡一份心力。研究目的為探討宗教信念對綠色產品購買意願的影響。本研究的宗教信念為自變數，綠色產品購買意願為依變數，宗教強度、宗教信仰、價格敏感度、利他主義與利己主義為干擾變數，以此探討消費者在宗教信念與綠色產品購買意願的關係。
根據文獻作出假設推論：（1）宗教信念對綠色產品購買意願有正向影響。（2）宗教強度影響宗教信念與綠色產品購買意願的效果。（3）佛教及基督教會加強宗教信念對綠色產品購買意願的效果。（4）價格敏感度影響宗教信念與綠色產品購買意願的效果。（5）利他主義與利己主義影響宗教信念與綠色產品購買意願的效果。
本研究取樣於台灣以及馬來西亞有宗教信仰的消費者，台灣的有效問卷為592及馬來西亞的有效問卷為529份。資料分析方法使用SPSS做信、效度以及相關性之分析，AMOS的SEM分析以及SmartPLS做干擾分析。分析結果顯示，宗教信念對於綠色產品購買意願具有顯著影響。價格敏感度、利他主義與利己主義會影響宗教信念對於綠色產品購買的意願。研究結果，有宗教信仰的消費者願意遵從各自宗教信仰的倡導，有著保護環境而購買綠色產品的意願，當不同宗教的消費者在消費行為上也會有差別，在面對價格、利他、利己考量時，其意願也會隨之改變。台灣的分析結果顯示並無明顯顯著影響。以馬來西亞的分析結果顯示價格敏感度有著干擾綠色便利品-衛生紙的購買意願，利他主義、利己主義與佛教的消費者有干擾綠色便利品-洗髮精的購買意願。

Nowadays with global warming and temperature abnormalities, more and more consumers have been purchasing green products in order to protect the environment and to go green. Encouragement of such act and the products distribution channel by government, social service organizations, environmentalist and religious groups, have raised the awareness of people to be eco-friendly. From the religious aspect, devotees would follow certain religious beliefs that by purchasing green products, they would be showing a little more care for Earth. This research focuses on the consumers purchase intention of green products due to religious influence. With religious beliefs as an independent variable, green product purchase intention as a dependent variable, and the religious intensity, religions, price sensitivity, altruism and egoism as moderating variable, this research explores the connection of such belief(s) to a consumer.
This study hypothesizes that (1) Religious belief positively influences green product purchase intention（GPPI）. (2) Religious influence intensity and religious belief on GPPI. (3) Buddhism and Christianity enhance the relationship between religious belief and GPPI. (4) The price sensitivity influences on religious belief and the effect on GPPI. (5) Altruism and egoism influence on religious belief towards GPPI.
The questionnaires are administered through religious place with all consumers having a religious background in Taiwan and Malaysia. A total of 592 and 529, respectively, are deemed effective. Moderate analysis of SPSS data analysis, AMOS SEM analysis and SmartPLS is carried out. It is found that a significant number of religious belief positively influence GPPI. Religions, price sensitivity, altruism, and egoism influence religious belief in GPPI. From the results, it can be seen that one with a religious background would opt to go green and protect the environment. The difference in consumer religion has different effect on GPPI. Results from Taiwan show no significance. Malaysia’s data shows that price sensitivity has significant influence on GPPI in green convenience goods – tissue. Altruism, egoism and Buddhism have significant influence in GPPI in green convenience goods – shampoo.

第一章 緒論…………………………………………………………1
第一節 研究動機及背景 ………………………………………………1
第二節 研究目的 ………………………………………………………6
第三節 論文架構 ………………………………………………………7
第二章 文獻探討……………………………………………………8
第一節 綠色產品購買意願…………………………………………… 9
第二節 宗教信仰………………………………………………………13
第三節 價格敏感度……………………………………………………27
第四節 利他主義………………………………………………………30
第五節 利己主義………………………………………………………32
第三章 研究方法 …………………………………………………34
第一節 研究架構 …………………………………………………… 34
第二節 變數的操作性定義……………………………………………36
第三節 研究設計及抽樣方式…………………………………………44
第四節 統計分析方法…………………………………………………48
第四章 第四章 實證結果與分析…………………………………52
第一節 敘述統計分析…………………………………………………51
第二節 信效度分析……………………………………………………58
第三節 相關係數分析…………………………………………………63
第四節 結構之方程模型………………………………………………65
第五節 干擾模式分析…………………………………………………68
第六節 多群組比較分析………………………………………………75
第五章 結論與建議 ………………………………………………77
第一節 實證結論………………………………………………………77
第二節 理論意涵………………………………………………………82
第三節 管理意涵………………………………………………………85
第四節 研究限制與後續研究…………………………………………89
參考文獻 ………………………………………………………………91
一、 中文部份………………………………………………………91
二、 英文部份………………………………………………………94
附錄一：前測便利品問卷…………………………………………………105
附錄二：前測問卷（衛生紙）……………………………………………107
附錄三：前測問卷（洗髮精）……………………………………………110
附錄四：台灣正式問卷—中文版（衛生紙）……………………………113
附錄五：台灣正式問卷—中文版（洗髮精）……………………………116
附錄六：馬來西亞正式問卷—中文版（衛生紙）………………………119
附錄七：馬來西亞正式問卷—中文版（洗髮精）………………………122
附錄八：馬來西亞正式問卷—英文版（衛生紙）………………………125
附錄九：馬來西亞正式問卷—英文版（洗髮精）………………………128
附錄十：馬來西亞正式問卷—馬來文版（衛生紙）……………………131
附錄十一：馬來西亞正式問卷—馬來文版（洗髮精）…………………134


圖目錄
圖 1-1 台灣歷年環保標章審查通過統計圖表…………………………3
圖2-1 全球宗教信仰人口數 …………………………………………14
圖3-1 研究架構圖 ……………………………………………………34


表目錄
表3-1 假設推論整合表 ………………………………………………35
表3-2 宗教信念的問項 ………………………………………………37
表3-3 宗教強度問項 …………………………………………………38
表3-4 綠色產品購買意願問項 ………………………………………39
表3-5 價格敏感度問項 ………………………………………………40
表3-6 利他主義問項 …………………………………………………42
表3-7 利己主義問項 …………………………………………………43
表3-8 便利品之平均測量 ……………………………………………45
表3-9 問卷題目與對應變數表 ………………………………………47
表4-1 台灣問卷總數 …………………………………………………51
表4-2 馬來西亞問卷總數 ……………………………………………52
表4-3 台灣有效問卷率 ………………………………………………52
表4-4 馬來西亞有效問卷率 …………………………………………52
表4-5 台灣正式問卷之人口統計資料 ……………………………… 53
表4-6 馬來西亞正式問卷之人口統計資料 …………………………56
表4-7 因素負荷量（台灣） …………………………………………59
表4-8 因素負荷量（馬來西亞） ……………………………………61
表4-9 相關係數分析（台灣） ………………………………………63
表4-10 相關係數分析（馬來西亞） …………………………………64
表4-11 結構方程模式（台灣） ………………………………………66
表4-12 結構方程模式（馬來西亞） …………………………………67
表4-13 干擾分析結果（衛生紙-台灣）………………………………68
表4-14 不同的宗教干擾分析結果（衛生紙-台灣）…………………69
表4-15 干擾分析結果（洗髮精-台灣）………………………………70
表4-16 不同的宗教干擾分析結果（洗髮精-台灣）…………………70
表4-17 干擾分析結果（衛生紙-馬來西亞）…………………………71
表4-18 不同的宗教干擾分析結果（衛生紙-馬來西亞）……………72
表4-19 干擾分析結果（洗髮精-馬來西亞）…………………………73
表4-20 不同的宗教干擾分析結果（洗髮精-馬來西亞）……………74
表4-21 宗教強度多分組分析結果（台灣） …………………………75
表4-22 宗教強度多分組分析結果（馬來西亞） ……………………76

一、中文部份
1.中國回教協會（2012），回教，內政部宗教簡介，http://religion.moi.gov.tw/web/query_Religion.aspx。
2.中華民國教育部（2012），重編國語辭典修訂版。
3.天主教中國主教團（2012），天主教，內政部宗教簡介，http://religion.moi.gov.tw/web/query_Religion.aspx。
4.行政院環保署（2012）。行政院環保署網站，www.epa.gov.tw
5.佛恩居士（2004）。走進佛教，台北：淨土宗文教基金會。
6.宋偉航譯（1995）。“綠色管理手冊(The Green Manager’s Handbook)” Sadgrove(1992)著，天下文化。
7.柯傑仁（2012）。民眾之價值觀、社會規範、環境知識對綠色產品購買意願之影響-以環保電池為例，國立中央大學碩士論文，桃園縣。
8.柯凱文（1991）。基督教信仰真義，台北：財團法人基督教以琳書房。
9.徐溢孺（2012）。基督教，臺灣大百科全書網站，http://taiwanpedia.culture.tw/web/content?ID=6229&;Keyword=%E5%9F%BA%E7%9D%A3%E6%95%99。
10.高浩然（1984）。認識伊斯蘭，台北：學海出版社。
11.張根保（1999）。“綠色產品及評其價值指標體系研究”，國立高雄師範大學環境教育研究所碩士論文，高雄市。
12.張國騤（2009）。台北：佛教真相（含道教及民間信仰），中福出版有限公司。
13.張鈴涓（2012）。“台灣地區民眾宗教及超長信念與購物行為之相關性探討”，國立東華大學諮商與臨床心理學系碩士論文，花蓮市。
14.張檉（2012）。道教，內政部宗教簡介，http://religion.moi.gov.tw/web/query_Religion.aspx。
15.梵蒂岡電臺（2013）。教宗方济各：我们要努力行善，「相遇文化」 是建设和平的基础。
16.陳永明 &; 林李耀（2011），臺灣氣候變遷科學報告 2011。
17.陳俊宇（2009）。“宗教性、利他性與主觀範圍對於綠色產品購買意願之影響”，國立台灣大學管理學院國際企業研究所碩士論文，台北市。
18.陳順銘（2012）。綠色產品之消費者購買意願探討-以消費性太陽能產品為例，國立臺南大學科技管理碩士班碩士論文，台南市。
19.陳霞（1999）。第四章，道教勸善書研究，中國大陸成都：巴蜀書社出版發行。
20.黃鈺芳（2011）。誇大手法廣告對綠色產品購買意願的影響-以利他主義、利己主義和綠色涉入度為干擾變數，私立逢甲大學國貿系碩士班碩士論文，台中市。
21.葉佳瑋（2010）。手機電視使用意願之跨文化研究，私立逢甲大學國貿系碩士班碩士論文，台中市。
22.賈詩勒（1996）。基督教倫理學，香港九龍，天道書樓有限公司。
23.鄭玉慧，吳依純，蒲秀慧，蔡宛容 (2009)：綠色消費概念、產品類型及綠色產品屬性對購買意願之影響，國立高雄海洋科技大學運籌管理系碩士論文，高雄市。
24.蕭富元 (2010) 。台灣綠色消費大調查八成民眾願多付錢買環保商品，天下雜誌，450期。http://www.cw.com.tw/article/print.jsp?id=41228
25.謝千之 (1999)。產品資訊情境、參考價格與知覺品質對消費者購買行為之研 究，私立東吳大學企業管理學系碩士班碩士論文，台北市。
26.鍾則良（2007）。“台北市宗教團體管理之探討---以行天宮為核心”，台灣大學國家發展局研究所碩士論文，台北市。
27.釋昭慧（2012）。佛教，內政部宗教簡介，http://religion.moi.gov.tw/web/query_Religion.aspx。
28.釋聖嚴（1990）。正信的佛教，台北：東初出版社。

二、英文部份
1.Albert L. W., &; D. Min. (2004). Eternal Destinations: Americans Believe in Heaven, Hell, http://www.gallup.com/content/print.aspx?ci=11770
2.Allen, C. (2000). “Understanding Green Consumption Behavior: Toward a Theoretical Framework”, American Marketing Association. Conference Proceedings. Chicago: 2001. Vol. 12; 386.
3.Allport, G. W., &; Ross, J. M. (1967). Personal Religious Orientation and Prejudice. Journal of Personality and Social Psychology, 5(4), 432-443. doi: 10.1037/0022-3514.5.4.432
4.Anderson, J. C., &; Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.
5.Armstrong, J. S., Morwitz, V. G., &; Kumar, V. (2000). Sales Forecasts for Existing Consumer Products and Services: Do Purchase Intentions Contribute to Curacy, International Journal of Forecasting, 16(3), 383-397.
6.Audi R. (2008), Belief, Faith, and Acceptance, International Journal for Philosophy of Religion, 63, 87–102.
7.Bailey, J. M., &; Sood, J. (1993). “The Effects of Religious Affiliation on Consumer Behavior A Preliminary Investigation”, Journal of Managerial Issues, vol.5, no.3, pp.328-352.
8.Baker, J. P. &; Ozaki, R. (2008). Pro-environmental Products: Marketing Influence on Consumer Purchase Decision. Journal of Consumer Marketing, 25(6), 281-293.
9.Batson, C. D., &; Ventis, W. L. (1982). The Religious Experience. New York: Oxford University Press.
10.Batson, C.D. (1998). “Prosocial Behavior and Altruism.”, In: D. Gilbert, S. Fiske and G. Lindzey, Editors, The Handbook of Social Psychology (4th ed.) McGraw-Hill, New York (1998).
11.Bentler, P. M. (1990). Comparative Fit Indexes in Structural Models. Psychological Bulletin, 107(2), 238-246.
12.Bentler, P. M., &; Bonett, D. G. (1980). Significant Tests and Goodness of Fit in the Analysis of Covariance Structures. Psychological Bulletin, 88(3), 588-606.
13.Berkowitz, Eric, N., &; John, R. W. (1980). “Contextual Influences on Consuner Price Responses: An Experimental Analysis”, Journal of Marketing Research, Vol. 17, 349-358.
14.Blake, J. (1999). Overcoming the ‘Value–Action Gap’ in Environmental Policy: Tensions between National Policy and Local Experience. Local Environment, 4(3), 257–278.
15.Byrne, B. M. (2009). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming (2nd ed.), Routledge Academic.
16.Chandran &; Morwitz (2005). “Effects of Participative Pricing on Customers’ Cognitions and Actions: A Goal Theoretic Perspective”, The Journal of Consumer Research, vol:32 iss:2, 249.
17.Chaves, M. (2010), SSSR Presidential Address Rain Dances in the Dry Season: Overcoming the Religious Congruence Fallacy, Journal for the Scientific Study of Religion, 49(1):1–14.
18.Chawla, L. (1999). Life Paths Into Effective Environmental Action. The Journal of Environmental Education, 31(1), 15–26.
19.Christopher, P. S. (2005). In God We Trust: Religion and Optimism Toward Biotechnologyn, Social Science Quarterly, 86(4), Number 4.
20.Clausen, G. J. (2005). Price Sensitivity for Electronic Entertainment Determinants and Consequences. Boca Raton, FL: Dissertation. Com, 1-6.
21.Delener &; Nejdet (2004). “Religious Contrasts in Consumer Decision Behavior Patterns: Their Dimensions and Marketing Implications”, European Journal of Marketing, vol. 28, no.5, 36-53.
22.Delener, N. (1990). “The Effects of Religious Factors on Perceived Risk in Durable Goods Purchase Decisions”, Journal of Consumer Marketing, vol. 7, no.3, 27- 38.
23.Diekmann, A., &; Franzen, A. (1996). Einsicht in Okologische Zusammenhange und Umweltverhalten [Understanding Ecological Relations and Environmental Behavior]. In R. Kaufmann-Hayoz &; Giulio A. (Eds.), Umweltproblem Mensch? Bern, Switzerland: Hanupt.
24.Dodds, W. B., &; Monroe, K.B. (1991). “Effect of Price, Brand, and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, Vol.28, No.3 (Aug., 1991), 307-319.
25.Driskell, R. L., &; Lyon, L. (2011). Assessing the Role of Religion Beliefs on Secular and Spiritual Behaviours, Review of Religious Research, 52(4), 386-404.
26.Ebreo A., Hershey J. &; Vining J. (1999). Reducing Solid Waste. Linking Recycling to Environmentally Responsible Consumerism. Environment and Behavior, 31(1), 107–135.
27.Engel, J. F., Blackwell, R. D. &; Miniard, P.W. (1995), Consumer Behavior. New York: The Dryden Press.
28.Erdem, Tülin, Susumu I., &; Michael K. (2003). A Model of Consumer Brand and Quantity Choice Dynamic under Price Uncertainty, Quantitative Marketing and Economics, 1(1), 5-64.
29.Fandos, C. &; Flavian, C. (2006). Intrinsic and Extrinsic Quality Attributes, Loyalty and Buying Intention: An Analysis for a PDO Product. British Food Journal, 108(8), 642-662.
30.Feinberg, J. (2008). Psychological Egoism. In Reason &; Responsibility: Readings in Some Basic Problems of Philosophy. California: Thomson Wadsworth.
31.Fornell, C., &; Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
32.George, H. Gallup Jr. (2002), Why Are Women More Religious? http://www.gallup.com/poll/7432/why-women-more-religious.aspx
33.Gilg, A., Barr, S., &; Ford, N. (2005). Green Consumption or Sustainable Lifestyles? Identifying the Sustainable Consumer. Future, 37(6), 481-504.
34.Ginsberg, J.M. &; Bloom, P.N. (2004). Choosing the Right Green Marketing Strategy. MIT Sloan Management Review, 46 (1), 79-84.
35.Gorsuch, R. L. &; McPherson, S. E. (1989). Intrinsic/Extrinsic measurement: I/E-revised and Single-item Scales. Journal for the Scientific Study of Religion, 28(3), 348. doi: 10.2307/1386745.
36.Gorsuch, R. L. &; Venable, G. D. (1983). Development of an &;quot;Age Universal&;quot; I-E Scale. Journal for the Scientific Study of Religion, 22(2), 181. doi: 10.2307/1385677.
37.Grankvist, G., &; Biel, A. (2001). The Importance of Beliefs and Purchase Criteria in the Choice of Eco-labeled Food products. Journal of Environmental Psychology, 21(4), 405-410.
38.Grewal D., Monroe, K. B., &; Krishnan, R. (1998). The Effects of Price-Comparison Behavioral Intentions. Journal of Marketing, 62(2), 46-60.
39.Grewal, Dhruv, K. B. M., &; Krishnan, R. (1998). “The Effect of Price Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions”, Journal of Marketing, Vol. 62, Apr., 46-59.
40.Gupta, S., &; Cooper, L.G. (1992). “The Discounting of Discounts and Promotion Thresholds”, Journal of Consumer Research, Vol. 19, 401-411.
41.Gur, G. (2005), “Religious Material Culture: Modernity and Aesthetics”, Special Session Summary, Advances in Consumer Research, vol32, 79-81.
42.Hair, J., Anderson, R., Tatham, R., &; Black, W. (1995). Multivariate Data Analysis (4th ed.), New Jersey: Prentice Hall.
43.Hair, J.F., Black, Jr., Babin, W.C., Anderson, B.J. &; Tatham, RL. (2006), Multivariate Date Analysis (6th ed). Upper Saddle River, NJ: Prentice-Hall
44.Hair, J.W., Anderson, R.E., Tatham, R.L., &; Black, W. (1998). Multivariate Data Analysis (5th ed.). New Jersey: Prentice Hall.
45.Han, S., Gupta, S., &; Lehmann, D. R., (2001). “Consumer Price Sensitivity and Price Thresholds”, Journal of Retailing, Vol. 77, 435-456.
46.Helmut, S., John, K., &; Azra, B. (2011). The Impact of Intrinsic Religiosity on Consumers’ Ethical Beliefs: Does It Depend on the Type of Eligion? A Comparison of Christian and Moslem Consumers in Germany and Turkey, Journal of Business Ethics, 102, 319–332.
47.Hirschman, E.C. (1982). “Religious differences in Cognitions Regarding Novelty Seeking and Information Transfer”, Proceedings, Association of Consumer Research, vol10, 228-233.
48.Hoge, D. R. (1972). Validated intrinsic religious motivation scale. Journal for the Scientific Study of Religion, 11(4), 369-376.
49.Hoyer, W. D., &; MacInnis, D. J. (2004). Consumer Behavior (3rd ed). Houghton Mifflin, Boston, MA.
50.Hu, L., &; Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6(1), 1-55.
51.Huber, J., Holbrook, M. B., &; Kahn, B. (1986), Effects of Competitive Context and of Additional Information on Price Sensitivity, Journal of Marketing Research, 23(3), 250-260.
52.Iyer, E. (1995). The Three Faces of Green Advertising. Journal of Advertising, 24(2), 3-5.
53.Jackson, J. (2009). Competitive Altruism and the Environment. http://www.suite101.com/content/competitive-altruism-a123704
54.Joreskog, K., &; Sorbom, D. (1989). LISREL 7: A Guide to the Program and Applications (2nd ed.). Chicago: SPSS.
55.Kamen, J. M., &; Toman, R. J. (1970). Psychophysics of Prices. Journal of Marketing Research, 7, 27-35.
56.Karp, D.G. (1996). Values and Their Effect on Pro-environmental Behavior. Environment and Behavior, 28(1), 111-133.
57.King, M., Speck, P., &; Thomas, A. (1995). The Royal Free Interview for Religious and Spiritual Beliefs: Development and Standardization. Psychol Med, 25(6), 1125-1134.
58.Kirkpatrick, L. A. (1999). ‘‘Attachment and Religious Representations and Behavior.’’ In Jude Cassidy and Phillip R. Shaver, eds., Handbook of Attachment: Theory, Research, and Clinical Applications. New York: Guilford Press.
59.Koch, J. R. (2008). Is religion a health resource for the poor? Social Science Journal, 45(3), 497-503. doi: 10.1016/j.soscij.2008.07.003
60.Kollmuss, A. &; Agyeman, J. (2002). Mind the Gap: Why Do People Act Environmentally and What Are The Barriers to Pro-environmental Behavior? Environmental Educational Research, 8(3), 239-260.
61.Kotler, Philip, (2000). Marketing Management: Analysis, Planning, Implementation, and Control, 10th Edition, Prentice-Hall Inc, New Jesey.
62.Kublitskaia, E.A. (2010). Sociological Research, 49(4), 71–95.
63.Lambin, J. J., (1976). “Advertising, Competition and Marke Conduct in Oligopoly Over Time”, Amsterdam North Hlland.
64.Lehmann, J. (1999). Befunde Empirischer Forschung zu Umweltbildung und Umweltbewusstsein (Opladen, Leske und Budrich).
65.MacCallum, R. C., Browne, M. W., &; Sugawara, H. W. (1996). Power Analysis and Determination of Sample Size for Covaruance Structure Modeling. Psychological Methods, 1(2), 130-149.
66.Magill, G. (1992) &;#39;Theology in Business Ethics: Appealing to the Religious Imagination&;#39;, Journal of Business Ethic 11, 129-135.
67.Magnusson, M. K., Arvola, A., Koivisto H., U.-K., Åberg, L., &; Sjo¨de´n, P.-O. (2001). Attitudes towards Organic Foods Among Swedish, Consumers. British Food Journal, 103(3), 209–226.
68.Maselko, J., &; Kubzansky, L. D. (2006). Gender Differences in Religious Practices, Spiritual Experiences and Health: Results from the US General Social Survey. Social Science &; Medicine, 62(11), 2848-2860. doi: 10.1016/j.socscimed.2005.11.008.
69.McNeil, J. (1974). “Federal Programs to Measure Consumer Purchase Expectations, 1946-1973: A Post-Mortem”, The Journal of Consumer Research, Vol.1(3), 1-10
70.Mindell, A. (1988). City Shadow’s: Psychological Interventions in Psychiatry (London, Routledge).
71.Mitra, A., &; Lynch, J. G. (1995). “Toward a Reconciliation of Market Power and Information Theories of Advertising Effects on Price Elasticity”, Working Paper, University of Florida.
72.Mohkils S. C. (2006). “The Effect of Religiosity on Shopping Orientation-An Exploratory Study in Malaysia”, - The Journal of American Academy of Business, Cambridge, vol.6, no.1, March 2006, 64- 74.
73.Mostafa, M. M. (2006). Antecedents of Egyptian Consumers&;#39; Green Purchase Intentions: A Hierarchical Multivariate Regression Model., Journal of International Consumer Marketing; 2006, Vol. 19 Issue 2, p97-126, 30p, 3 Charts.
74.Mulaik, S. A., James, L. R., Van, A. J., Bennett, N., Lind, S., &; Stilwell, C. D. (1989). Evaluation of Goodness-Of-Fit Indices for Structural Equation Models. Psychological Bulletin, 105(3), 430-445.
75.Mullin, R., &; Cummins J. (2008). Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work (4th ed.), Philadelphia: Kogan Page.
76.New Scientist (Mar 2012)， Who Believes What, www.newscientist.com/data/images/archive/2856/28562001.jpg
77.Newhouse, N. (1991). Implications of Attitude and Behavior Research for Environmental Conservation. The Journal of Environmental Education, 22(1), 26–32.
78.Noble A.D., Galbraith C.S., &; Singh G. (2007), “Market Justice, Religious Orientation, and Entrepreneurial Attitudes: An Empirical Study”, Journal of Enterprising Communities: People and Places in the Global Economy, vol.1 (2):121 – 134.
79.Norris, Pippa, &; Ronald I. (2004). Sacred and Secular: Religion and Politics Worldwide. Cambridge: Cambridge University Press.
80.Ottman, J. (1999). “Environment Consumerism: What Every Marketer Needs to Know,”New York: Ottman Consulting Inc.
81.Paloutzian R. F. (1996). “Understanding Religious Conversion” , International Journal for the Psychology of Religion, vol 6(3)：225 – 227.
82.Parameshwaran, M.G. and Srivastava, R.K. (2010), Should Marketers Consider Religiosity in Understanding Consumer Purchase Behavior?, SIES Journal of Management, 7(1): 46-54.
83.Peattie, K.(1992). Green Marketing. London: Pitman Publishing
84.Piliavin J. A., Charng H. W. (1990), “Altruism: A Review of Recent Theory and Research”, Annual Review of Sociology, vol. 16(1):27
85.Popkowski-Lezszczyc, P. T. L. and Rao, C. R.,(1990), “An Empirical Analysis of National and Local Advertising Effect on Price Elasticity”, Marketing Letters, Vol, 1(2), 149-160.
86.Preuss, S. (1991). Umweltkatastrophe Mensch. Ueber Unsere Grenzen und Moeglichkeiten, Oekologisch Bewusst zu Handeln (Heidelberg, Roland Asanger Verlag).
87.Raguhubir, P. &; Corfman, K. (1999), “When Do Price Promotions Affect Pretrial Brand Evaluations?”, Journal of Marketing Research, 36(2), 211-222.
88.Reser, J. P., &; Bentrupperbaumer, J. M. (2005). What and Where Are Environmental Values? Assessing the Impacts of Current Diversity of Use of Environmental and World Heritage Values. Journal of Environmental Psychology, 25(2), 125-146.
89.Ricky Y. K. C., (2001), Determinants of Chinese Consumers&;#39; Green Purchase Behavior., Psychology &; Marketing; Apr2001, Vol. 18 Issue 4, 389-413.
90.Roberts, J. (1996). Green Consumers in the 1990’s: Profile and Implications for Advertising. Journal of Business Research, 36(3), 217–231.
91.Schiffman L.G. &; Kanuk L.L. (1997), Consumer Behavior (5th ed.). Prentice Hall of India, pp.646-8
92.Schiffman, L. G. &; Kanuk, L. L. (2002). Consumer Behaviorb (7th ed.). Prentice Hall International, Inc.
93.Schneider H., Krieger J. &; Bayraktar A. ( 2011), The Impact of Intrinsic Religiosity on Consumers’ Ethical Beliefs: Does It Depend on the Type of Religion? A Comparison of Christian and Moslem Consumers in Germany and Turkey, Journal of Business Ethics (2011) 102:319–332.
94.Sheth, J. N., Mittal, B., &; Newman, B. I. (1999). Customer Behavior–consumer Behavior and Beyond, Florida: The Dryden Press.
95.Simon, F. L. (1992). “Marketing Green Products in the Triad,” The Columbia Journal of World Business, 268-285.
96.Sirvanci, M.B. (1993), An Empirical Study of Price Thresholds and Price Sensitivity, Journal of Applied Business Research, Vol. 9, 43-49.
97.Sneglar, R. S. (2006). Egoistic, Altruistic, and Biospheric Environmental Concerns: Measurement and Structure. Journal of Environmental Psychology, 26(2), 87-99.
98.Solt, F., Habel, P., &; Grant, J. T. (2011). Economic Inequality, Relative Power, and Religiosity, SOCIAL SCIENCE QUARTERLY, Volume 92, Number 2, June 2011.
99.Stern, P.C. (2000). Toward a Coherent Theory of Environmentally Significant Behavior. Journal of Social Issues, 56(3), 407-424.
100.Stern, P.S., Diets, T. &; Karolf, L. (1993). Values Orientation, Gender, and Environmental Concern. Environment and Behavior, 25(3), 322–348.
101.Stern, P.S., Diets, T., &; Karolf, L. (1993). Values Orientation, Gender, and Environmental Concern. Environment and Behavior, 25(3), 322–348.
102.Thøgersen, J., &; Ölander, F. (2003). Spillover of Environment-friendly Consumer Behaviour. Journal of Environmental Psychology, 23(3), 225-236.
103.Torkzadeh, G., Koufteros, X.， &; Pflughoeft, K. (2003). Confirmatory Analysis of Computer Self-Efficacy. STRUCTURAL EQUATION MODELING, 10(2), 263-275.
104.Tracy, A. P. &; Oskamp, S. (1983). Relationships Among Ecologically Responsible Behaviours. Journal of Environmental Systems, 13(2), 115–126.
105.Vitell, S. J., PaoUllo, J. G.P. &; Singh, J. J. (2005). Religiosity and Consumer Ethics, Journal of Business Ethics, 57, 175-181.
106.Wakefield, K. L. &; Inmam, J. J. (2003). Situational Price Sensitivity: The Role of Consumption Occasion, Social Context and Income. Journal of Retailing, 79, 199-212.
107.White, K. &; Peloza, J. (2009). Self-Benefit Versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitabble Support. Journal of Marketing, 73(4), 109-124.