臺灣博碩士論文加值系統

在環境議題與倡導健康安全的現代社會，消費者是否願意使用綠色產品，成為近年來探討永續發展的重點。本研究透過601位台中區域大學生為調查對象，主要想了解目前大學生對於植物性清潔用品之使用概況，並藉由計畫行為理論與健康信念，透過路徑分析方式，討論各變項之間的影響關係。研究結果顯示在各構面對植物性清潔用品使用意圖的直接影響效果中，以主觀規範的「人際間的影響」構面具有較高的影響力；對使用行為的間接影響效果中，亦以「人際間的影響」最高，「態度」次之，透過這些構面直接與間接關係的加總，得知對植物性清潔用品使用行為有最大整體影響力的，為主觀規範的「人際間的影響」；人口屬性變項之分析則顯示「性別」會影響到大學生的使用意圖，進而影響到後續的使用行為。

As environmental and health safety issues are important in modern society, consumers’ willingness to use green products become essential　with respect to sustainable development in recent years. This study aimed at knowing college students’ usage of cleaning products with botanical ingredients, and on the other hand to find out the relationship among relevant factors. Constructs of planned behavior theory, and health beliefs were examined through path analysis. A data consisting of 601 college students was collected in Taichung. The outcome shows that “interpersonal influence” has the largest direct influence among all dimensions, and it also has the highest indirect influence, followed by “attitude”. The result shows that “interpersonal influence” has the greatest overall impact. The analysis of demographic attribute’s effect shows that "gender" significantly affect the students’ intention to use and the subsequent usage behavior of green products.

第一章　緒論..............................................1
第一節　研究背景與動機....................................1
第二節 研究目的..........................................4
第二章　文獻探討..........................................5
第一節 植物性清潔用品的意涵..............................5
第二節 計畫行為理論.....................................12
第三節 健康信念.........................................20
第四節 人口統計變項與綠色產品相關研究...................23
第三章　研究方法.........................................26
第一節 研究架構與研究假設...............................26
第二節 變項操作型定義與測量.............................29
第三節 研究對象與抽樣...................................33
第四節 問卷設計.........................................36
第五節 資料收集與分析方法...............................39
第四章　研究結果分析與討論...............................41
第一節 資料蒐集結果與信度分析...........................41
第二節 樣本資料之描述性分析.............................42
第三節 態度、主觀規範、健康信念與行為意圖之描述性分析...48
第四節 台中地區大學生植物性清潔用品使用行為之路徑分析...54
第五章　結論與建議.......................................72
第一節 結論.............................................72
第二節 研究建議.........................................76
參考文獻.................................................79

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