臺灣博碩士論文加值系統

現今經濟快速成長，國民所得提升，人們在免於物質匱乏之餘，逐漸意識到生態環境的重要性，且感受到環境惡化所帶來的負面影響。因此開始關注與購買一些對環境衝擊較小的綠色產品，希望能藉由日常的消費方式，以達到減低環境惡化。本研究以探討：影響消費者綠色消費行為意圖之相關因素，為達成此目的，本研究藉由探討綠色電腦產品為例，提出概念模式，針對台灣地區消費者採便利抽樣法進行問卷調查，以統計分析來驗證研究假設。研究發現如下所述：在消費者人口統計變數中，「性別」、「居住地」、「年齡」、「教育程度」與「平均月收入」等人口統計變數對綠色消費行為意圖相關構面上具有顯著差異；消費價值、環境態度與綠色消費行為意圖間有顯著正向的相關性；消費價值對綠色消費行為意圖有顯著的影響關係；環境態度在消費價值與綠色消費行為意圖間有部份中介影響效果。最後本研究依據理論架構與資料分析結果提出研究結論和相關建議，以及後續研究之方向。

With the growth of economy and the capital income is raised nowadays. People who don't lack of any material have realized the importance of ecological environment and suffered from negative influence of the environmental deterioration. They start to pay close attention and buy green products of environmentally friendly, so that they can suppress environmental deterioration by consuming behavior regular. The starting point of this study was to investigate the key points which affect the intention of green consuming behavior. To achieve the objective, taking the computer product of 3C as an example and a conceptual model has been proposed. The questionnaire uses the method of convenience sampling to Taiwanese consumer. The raw data was analyzed by statistic to validate the hypotheses. The research findings and brief recommends are as following: The variances of the demographic statistics in terms of “sex”, “residential area”, “age”, “educational background” and “average monthly income” had presented remarkable differences. A significant positive correlation exists among those positive aspect factors of the interaction between consumption value, Environmental Attitude and intention of green consuming behavior. The consumption value had a direct effect on intention of green consuming behavior. There are influence results of partial mediation among and intention of green consumer behavior in environmental attitudes. Finally, this study presents its conclusions on the basis of the theoretic structure and data analysis results and recommendations. It also suggests directions for future researches.

摘要................................................................I
ABSTRACT...........................................................II
目錄................................................................IV
表目錄..............................................................VI
圖目錄.............................................................VII
第一章 緒論...........................................................1
第一節 研究背景與動機............................................1
第二節 研究目的.................................................2
第三節 研究範圍與對象............................................3
第四節 研究限制.................................................3
第五節 研究流程.................................................4
第二章 文獻探討.......................................................5
第一節 綠色消費.................................................5
第二節 態度....................................................10
第三節 消費價值................................................13
第四節 影響綠色消費行為意圖之相關因素.............................21
第三章 研究方法......................................................23
第一節 研究架構................................................23
第二節 變數操作性定義...........................................25
第三節 研究假設................................................25
第四節 問卷設計與預試...........................................26
第五節 抽樣方法................................................29
第六節 資料分析方法.............................................30
第四章 結果分析與討論.................................................33
第一節 基本資料分析.............................................33
第二節 因素分析................................................35
第三節 信度分析................................................41
第四節 不同消費者對於環境態度、消費價值與綠色消費行為意圖之差異情形..42
第五節 消費者在環境態度、消費價值與綠色消費行為意圖間之相性.........54
第六節 消費者的消費價值對綠色消費行為意圖的影響...................55
第七節 消費者的環境態度對消費價值與綠色消費行為意圖間的中介影響.....57
第五章 結論與建議....................................................61
第一節 結論....................................................61
第二節 建議....................................................63
參考文獻............................................................65
附錄一 預試問卷......................................................73
附錄二 正式問卷......................................................77

中文部份
于寧、賴明伸 (2000)，「綠色消費運動之起源、現況及未來」，環境工程會刊，頁6-7。
王巧如 (2004)，環保洗碗精購買行為影響因素之研究，國立中山大學公共事務管理研究所碩士論文。
呂正成 (1994)，綠色消費者之消費行為研究─以主婦聯盟為例，國立台灣大學商學研究所碩士論文。
吳青松 (1998)，現代行銷學─國際視野，台北市：智勝文化。
吳明隆 (2007)，SPSS統計應用學習實務─問卷分析與應用統計，台北市：知城數位。
吳昭賢 (1998)，信念對態度影響之研究，淡江大學國際貿易學系國際企業學碩士論文。
吳瓊斌 (1997)，台北市大學生的綠色消費行為與其所關切的環境議題研究，國立交通大學管理科學研究所碩士論文
李淑清 (2002)，家庭因素對家庭綠色消費傾向影響之研究─以鳳山市家計單位為對象，義守大學管理科學研究所碩士論文。
李翊豪 (2004)，竹炭產品之消費價值與市場選擇行為研究，國立台灣大學森林學研究所碩士論文。
李德威 (1997)，「綠色消費時代的來臨」，璟耕，第9期，頁76-78。
周月英 (1992)，「權利與義務齊飛」，廣告雜誌，第13期，頁67-74。
柯芸婷 (1998)，臺灣共同購買組織推展綠色消費之研究，國立台灣師範大學環境教育研究所碩士論文。
高明瑞 (1992)，「環境政策的基本原則之探討─以西德為實例並與臺灣比較」，台灣土地金融季刊，第1期，頁111-128。
柴松林 (1995)，「消費者主義發展的新方向」，消費者保護研究第一輯，頁17-22。
柴松林 （1996），從環境主義到綠色消費，第一屆中華民國消費者月特刊，第2期，頁87-96。
晏涵文、劉潔心、陳富莉 (1992)，「台灣地區高職學生環境知識、態度、行為意向及需求調查」，公共衛生，第1期，頁50-59。
張根保、汪永超、徐宗俊 (1999)，「綠色產品及其評價指標體系研究」，計算機集成製造系統，第5期，頁14-20。
黃慧子 (2002)，生態旅遊環境教育對環境行動意圖之影響，中國文化大學觀光事業研究所碩士論文。
楊冠政 (1998)，環境教育，台北市：明文書局。
楊語芸譯(Darley, J.M., S. Glucksberg, and R.A. Kinchlam 原著) (1995) ，心理學，台北縣：桂冠出版社。
董德波 (1999)，「我國環保標章執行成果與綠色消費」，環保標章簡訊，第15期，頁10-13。
駱尚廉 (2001)，「認識綠色消費標誌—環保標章」，消費者報導，第239 期，頁54-56。
蕭廣中 (1994)，綠色產品購買行為之研究，國立台灣大學國際企業學研究所碩士論文。
英文部分
Ajzen, I. (1991), “The theory of planned behavior.” Organizational Behavior and Human Decision Processes, 50：179-211.
Balderjahni (1988), “Personality variables and environmental attitudes as predictions of ecologically responsible consumption patterns.” Journal of business research, 17：51-56.
Bagozzi, R. P. and R. E. Burnkrant (1979), “Attitude Organization and The Attitude-Behavior Relationship.” Journal of Personality and Social Psycbology, 37：913-929.
Baron R. M. and D. A. Kenny (1986), “The Moderator-Mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.” Journal of Personality and Social Psychology, 51：1173-1182.
Baudrillard, J. (1983), Simulations. New York：Semiotext.
Berry, M. A. and D. A. Rondinelli (1998), “Proactive corporate environmental management: A new industrial revolution.” Academy of Management Executive, 12：38-50.
Berenguer, J., J. A. Corraliza, R. Martín and L. V. Oceja (2001), “Preocupación ecológicay acciones ambientales. Un proceso interactivo [Ecological concern and pro-environmental actions. An interactive process].” Estudios de Psicología, 22：37–52.
Boote, A. S. (1981), “Market segmentation by personal values and salient product attributes.” Journal of Advertising Research, 21：29-35.
Clawson, M. (1978), “The concept of multiple use forestry.” Environmental Law, 8：281-308.
Cohen, T. A. (1973), “Environmental information versus environment al attitudes.” The Journal of Environmental Education, 5：5-8.
Czinkota, M. R. et al. (2000), Marketing：Best Practice. Orlando：Dryden Press.
Dembkowski, S. and S. Hammer Lloyd (1994), “The environmental value-attitude-system model: A framework to guide the understanding of environmentally-conscious consumer behaviour.” Journal of Marketing Management, 10：593-603.
Dunlap, R. E. and K. D. Van Liere (1978), “The new environmental paradigm：A proposed measuring instrument and preliminary results.” Journal of Environmental Education, 9：10-19.
Durgee, J. F., G. C. O'Connor and R. W. Veryzer (1996), “Observations: translating values into product wants.” Journal of Advertising Research, 36：90-100.
Eagles, J. F. and R. D. Blackwell (1995), Consumer Behavior. Orlando：Dryden Press.
Elkington J. (1990), The green consumer. New York：Penguin Books.
Engel, J. F., R. D. Blackwell and P.W. Miniard (1995), Consumer Behavior ( 8th ed.). Chicago: Dryden Press.
Fishbein, M. and I. Ajzen (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading. MA: Addison-Wesley.
Grave, M. (1992), “The Green of Business Document: A Environmental Strategy for Micrographics.” IMC Journal, 28：117-186.
Gussow, Alan (1989), “Green Consumerism.” Business, 12：18-19.
Hines J. M., H. R. Hungerford and A. N. Tomera (1986), “Analysis and synthesis of research on responsible environmental behavior: ameta-analysis.” Journal of environmental education, 18：1-8.
Holbrook M. B. and E. C. Hirschman (1982), “Hedonic consumption：Emerging concepts, methods and propositions.” Journal of Marketing, 46：92-101.
Homer, P. and L. R. Kahle (1988), “A structure equation test of values-attitude-behavior hierarchy.” Journal of personal social psychology, 54：638-646.
Hungerford, H. R. and T. L. Volk (1990), “Changing learner behavior through environmental education.” Journal of Environmental Education, 21：8-22.
MacKenzie, D. (2000), “You can still shop to save the world.” New statesman, 129：12-14.
Kassarjian, H. H. (1971), “Incorporating ecology into marketing strategy: the case of air pollution.” Journal of marketing, 35：61-65.
Kotler, P., H. A. Swee, M. L. Siew and T. T. Chin (1996), Marketing Management: An Asian Perspective. New Jersey：Prentice-Hall, Inc.
Kotler, P. (1997), Marketing Management (9th ed). New Jersey：Prentice-Hall, Inc.
Laroche, M., J. Bergeron and G. Barbaro Forleo (2001), “Targeting consumers who are willing to pay more for environmentally friendly products.” Journal of Consumer Marketing, 18：503-520.
Li, L. Y. (1997), “Effect of collectivist orientation and ecological attitude on actual environmental commitment: The moderating role of consumer demographics and product involvement.” Journal of International Consumer Marketing, 9：31-53.
MacKenzie, D. (2000), “You can still shop to save the world.” New statesman, 129：12-14.
Maloney,M. P., and M. P. Ward (1973), “Ecology：Let’s hear from the people.” American Psychologist, 28：583-586.
McKeachie, W. J. and C. C. Doyle (1966), Psychology. MA: Addison-Wesley.
Mowen, J. C. (1955), “Beyond consumer decision making.” Journal of Consumer Marketing, 5：15-25.
Munson, J. M. and S. H. McIntyre (1979), “Developing practical procedures for the measurement of personal values in cross-culture marketing.” Journal of Marketing Research, 16：55-60.
Newhouse, N. (1990), “Implication of Attitude and Behavior Research for Environmental Conservation.” The Journal of Environmental Education, 22：26-32.
Ottman, J. A. (1998), Green marketing : Opportunity for innovation. Chicago：NTC Contemporary Publishing.
Peattie, K. (1992), Green Marketing. London：Longman Group UK Ltd.
Pitts, R. E. and A. G. Woodside (1986), “Personal values Influnences on consumer product class and brand preferences.” The Journal of Social Psychology, 119：37-53.
Rokeach, M. J. (1968), “The role of values in public opinion research.” Public Opinion Quarterly, 32：547-549.
Rokeach, M. (1969), Beliefs, Attitude and Values. San Francisco: Josey-Bass.
Rokeach, M. (1973), The Nature of Human Values. New York: The Free Press.
Rosenberg, M. J., and C. I. Hovland (1960), Cognitive, affective, and behavioral components of attitudes. New Haven: Yale University Press.
Schiffman, L. G. and L. L. Kanuk (2000), Consumer Behavior (7th ed.). New Jersey: Prentice-Hall, Inc.
Schoof, M. R. (1999), Consumer Behavior. New Jersey: Prentice-Hall, Inc.
Schwartz, S. H. and W. Bilsky (1987), “Toward a universal psychological structure of human values.” Journal of Personality and Social Psychology, 53：550-562
Sheth (1991), Consumption Value and Market Choice. Oklahoma：South-Western publishing CO..
Shrum, L. J., J. A. McCarty and T. M. Lowrey (1995), “Buyer characteristics of the green consumer and their implication for advertising strategy.” Journal of advertising, 24：71-82.
Silber, S. L. (1983), “The effects of cognitive coping strategies on learned helplessness.” Dissertation Abstracts International, 43：23-58.
Simon, J. L. (1995), The Management of Advertising, New Jersey. Prentice-Hall Inc.
Straughan, R. D., and J. A. Roberts (1999), “Environmental segmentation alternatives: a look at green consumer behavior in the new millennium.” Journal of Consumer Marketing, 16：558-575.
Straughan, R. D., and J. A. Roberts (1999), “Environmental Segmentation alternatives: a look at green consumer behavior in the new millennium.” Journal of Consumer Marketing, 16：558-575.
Tarrant, M. A. and H. K. Cordell (1997), “The effect of respondent characteristics on general environmental attitude-behavior correspondence.” Environment and Behavior, 29：618-637.
Taylor, J. B. (1993), “Discretion versus policy rules in practice.” Carnegie-Rochester Conference Series on Public Policy, 39：195-214.
Tayler, S. and P. Todd (1995), “Underatanding household garbage reduction behavior: a test of an integrated model.” Journal of Public Policy and Marketing, 14：192-204.
Thurstone, L. L. (1931), “A multiple factor study of vocational interests.” Personnel Journal, 10：198-250.
Thurstone, L. and E. Chave (1929), The Measurement of Attitude: A Psychophysical Method and Some Experiments with a Scale for Measuring Attitude toward the Church. Chicago：The University of Chicago Press.
Vinson, E. E., J. E. Scott and L. M. Lamont (1977), “The Role of Personal Values in Marketing and Consumer Behavior.” Journal of Marketing, April, 41：44-50.
Walker, R. H. and D. J. Hanson (1998), “Green marketing and green places：A taxonomy for the destination marketer.” Journal of Marketing Management, 14：623-639.
Weigel, R. and J. Weigel (1978), “Environmental concern：The development of a measure.” Environment and Behavior, 10：3-15.
Zaltaman, G. and P. C. Burger (1975), Marketing Research Fundamentals and Dynamics. DuPage：Dryden Press.
Zeithaml, A. (1988), “Consumer perceptions of evidence.” Journal of Marketing, 52：2-22.
網站部分
http://www.epa.gov.tw/ (行政院環境保護署)