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研究生:陳函馨
研究生(外文):Han-Hsin Chen
論文名稱:綠色消費態度與意圖決定因素之分析
論文名稱(外文):The analysis about factors of intention and attitude toward green consumption
指導教授:黃恆獎黃恆獎引用關係
指導教授(外文):Heng-Chiang Huang
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:91
中文關鍵詞:線性結構模式綠色產品消費者行為綠色消費
外文關鍵詞:Consumer BehaviorLinear Structural Equation Models (LISREL)Green ProductGreen ConsumptionGreen Purchase
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  • 被引用被引用:81
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本論文主旨在於探討影響綠色消費態度與意圖之各種文化與心理因素,為達成此目的,本研究提出概念模式,並以問卷調查進行實證研究,最後採用結構方程模式作為分析工具,進行衡量模式與因果模式之適配性驗證,並檢定所探討之各項研究假設。研究結果顯示:
一、文化價值(人與自然和諧、知覺規範性)對綠色消費有正向的影 響,而綠色消費態度對意圖有正向的影響,符合價值–態度–意圖之理論。
二、各因子中以知覺重要性對綠色消費態度的影響最為顯著,而知覺重要性會受到知覺嚴重性和知覺價值的影響,且為正向的影響關係。此外,生態情感對綠色消費態度有正向的影響。
三、生態知識與利他主義對綠色消費態度影響皆不顯著,而生態承諾、知覺價值對於綠色消費意圖有正向的影響。

最後,本研究依據研究結果與結論進行討論,進而提出後續相關研究與管理建議。


During the recent decades, consumers have awaked to the danger about deterioration of earth’s environment. The problem with the depletion of ozone layer is already familiar, yet this problem is only one of many others which are affecting the environment which people live in. As a result, consumers are becoming more interested in purchasing environmentally friendly products, and marketers are delivering more green products.
This study examines the influence of various cultural and psychological factors on both attitudes toward green purchase and green purchase intention. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a questionnaire survey. The survey results provide reasonable support for validity of proposed model. Then, the method of structural equation modeling was employed to confirm the fitness of the research model and the cause-effect relationships among the variables.
The results confirm the influence of the subjects’ ecological affect, man-natural orientation, perceived normalization, perceived importance, on their attitudes toward green consumption. Among these variables, perceived severity and perceived value are positively related to perceived importance. Additionally, attitudes toward green consumption, ecological commitment and perceived value have positive influence on green consumption intention. However, altruism and ecological knowledge have positive effect on attitude toward green consumption, but are not statistically significant.
Finally, the managerial implications of adopting environmentally-based marketing programs and concerns relevant to future research in this area are also addressed.


誌 謝 ------------------------------------------- I
中文摘要 ------------------------------------------- II
英文摘要 ------------------------------------------- V
目 錄 ------------------------------------------- V
圖 次 -------------------------------------------VIII
表 次 ------------------------------------------- IX

第一章 緒論----------------------------------------- 1
1.1研究背景與動機--------------------------------- 1
1.2研究目的--------------------------------------- 2
1.3研究範圍--------------------------------------- 2
1.4研究流程與步驟--------------------------------- 3

第二章 文獻探討------------------------------------- 5
2.1 消費者行為理論-------------------------------- 5
2.1.1 EKB模式---------------------------------- 6
2.1.2 Howard-Sheth模式------------------------- 8
2.2 態度─行為理論-------------------------------- 10
2.2.1 態度的定義------------------------------- 10
2.2.2 態度模式--------------------------------- 11
2.3 綠色消費-------------------------------------- 15
2.3.1 綠色消費之定義--------------------------- 16
2.3.2綠色產品---------------------------------- 17
2.4 綠色消費行為影響因子-------------------------- 19
2.4.1 人口統計變數----------------------------- 20
2.4.2 生態關心--------------------------------- 21
2.4.3 文化價值--------------------------------- 24
2.4.4 個人價值--------------------------------- 25
2.4.5 個人態度--------------------------------- 28
2.4.6 人格特質--------------------------------- 30
2.4.7 環境訊息傳播----------------------------- 30

第三章 研究模型與研究方法--------------------------- 32
3.1 研究架構與假設-------------------------------- 32
3.1.1研究假設---------------------------------- 34
3.1.2 構面定義--------------------------------- 36
3.2 觀察變項及問卷設計---------------------------- 37
3.3 研究對象及抽象方法---------------------------- 43
3.4 計量方法-------------------------------------- 43
3.4.1 應用結構方程模式之理由------------------- 43
3.4.2 基本概念--------------------------------- 44
3.4.3 LISREL模式架構--------------------------- 45
3.4.4 參數估計方法----------------------------- 47
3.4.5 配適度之衡量----------------------------- 48

第四章 模式驗證與分析------------------------------- 50
4.1 LISREL模型------------------------------------ 50
4.2 初步資料分析---------------------------------- 53
4.2.1 樣本結構分析----------------------------- 54
4.2.2 敘述統計--------------------------------- 55
4.2.3 問卷信度分析----------------------------- 56
4.3 結構方程模式分析------------------------------ 57
4.3.1 估計方法選擇----------------------------- 57
4.3.2 衡量模式檢驗:驗證性因素分析------------- 58
4.3.3 結構模式驗證----------------------------- 65

第五章 結論與建議----------------------------------- 74
5.1 結論------------------------------------------ 74
5.2 研究限制-------------------------------------- 74
5.3 管理意涵與建議-------------------------------- 75

參考文獻-------------------------------------------- 78
附 錄-------------------------------------------- 87


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