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研究生:賴怡潔
研究生(外文):Yi-Jie Lai
論文名稱:提升消費者購買綠色產品之意圖研究
論文名稱(外文):An Investigative Study of Improving Consumers Willingness to Buy Green Products
指導教授:謝佳宏謝佳宏引用關係
指導教授(外文):Chia-Hung Hsieh
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:82
中文關鍵詞:綠色產品綠色消費環保標章購買意願環保意識
外文關鍵詞:Green productGreen consumptionenvironmental labelsPurchase intentionEnvironmental consciousness
相關次數:
  • 被引用被引用:82
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  • 下載下載:804
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摘 要
近年來,全世界(包含台彎)都已經非常重視全球暖化以及環境生態破壞日益嚴重的問題。目前絕大多數的消費者具有環保意識,故廠商如何提升消費者購買綠色產品之意願便成為一項重要的管理議題了。
本研究主要的目的在探討廠商對綠色產品的訴求:包含環保標章之訴求、綠色包裝之訴求、環保意識之訴求三項前置變數,個別對綠色產品認知之影響,並檢測綠色產品認知、綠色消費態度與綠色購買意圖三者間有直接的關係。本研究共搜集到473位的研究對象,主要以大台北地區為主,並採用線性結構關係模式進行資料分析與假說檢定。研究結果指出:有環保標章之訴求與綠色包裝之訴求對於綠色產品認知無顯著關係;而環保意識之訴求對於綠色產品認知具有顯著的正向關係;在綠色產品認知、綠色消費態度與綠色購買意圖三者間具有顯著的正向關係。最後,針對企業於實務上提出建議。
ABSTRACT
In the present, Global warming and eco-environment damage have been highly valued by the world (including Taiwan).There are numerous consumers who have environmental consciousness. Therefore, corporation how to improve consumers willingness to buy green products have become a important issue for management.
This study aims to investigate corporation request for green products: including environmental labels request、green packaging request、environmental consciousness request. It will investigate how there are three antecedents variables influence consumers’ cognition of green products separately, and it will experiment with the cognition of green products 、the attitude of green consumers and the intention to buy green products to exams the relationships between this three variables. Questionnaires were utilized to collect the data ad a sample of 473 was obtained, mainly located in Taipei city area, linear structural relation model was used to analyse data and test the hypothesis. The result indicates that: There were no significant differences between environmental labels request and cognition of green products; there were no significant differences between green packaging request and cognition of green products; environmental consciousness request influences cognition of green products positively; there were significant differences between cognition of green products、consumers’s green attitude and intention. In conclusion, according to the result of this research, the author offered the suggestions for corporation.
目 錄
頁次
目 錄 I
圖目錄 IV
表目錄 V
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討 5
2.1 綠色消費(GREEN CONSUMPTION) 5
2.1.1 綠色消費之定義 5
2.1.2 綠色消費之原則 6
2.2 綠色產品(GREEN PRODUCT) 7
2.3 環保標章(ENVIRONMENTAL LABEL) 8
2.3.1 環保標章之起源及概況 8
2.3.2 環保標章之目標 9
2.4 綠色包裝 13
2.4.1 綠色包裝設計之意涵 13
2.4.2 綠色包裝設計之方法(鄭源錦,1995) 13
2.5環保意識(ENVIRONMENTAL CONSCIOUSNESS) 15
2.6 消費者購買行為之理論 16
2.6.1 消費者行為之定義 16
2.6.2 消費者決策模式 17
2.7態度理論 23
2.7.1 態度之定義 23
2.7.2 態度之形成 24
2.7.3 態度模式(Attitude Model) 25
2.7.4 態度之測量 27
2.8 本章小結 28
第三章 研究方法 29
3.1 研究架構 29
3.2 研究假說 30
3.2.1 環保標章之訴求對綠色產品認知假說 30
3.2.2 綠色包裝之訴求對綠色產品認知假說 30
3.2.3 環保意識之訴求對綠色產品認知假說 30
3.2.4 綠色產品認知對綠色消費態度假說 31
3.2.5 綠色消費態度對綠色購買意圖假說 31
3.3 變數的操作型定義與衡量 32
3.3.1 環保標章之訴求的操作型定義與衡量 32
3.3.2 綠色包裝之訴求的操作型定義與衡量 32
3.3.3 環保意識之訴求的操作型定義與衡量 33
3.3.4 綠色產品認知的操作型定義與衡量 33
3.3.5 綠色消費之態度的操作型定與衡量 34
3.3.6 綠色購買之意圖的操作型定義與衡量 34
3.4 研究對象與抽樣方法 35
3.5 資料分析分法 35
第四章 資料分析結果 37
4.1 敘述統計 37
4.1.1 樣本結構分析 37
4.1.2 敘述統計分析 40
4.2 資料分析方法 41
4.2.1 驗證性因素分析 41
4.2.2 信度分析與效度分析 45
4.2.3 差異分析 47
4.3線性結構關係模式之結果 53
4.3.1 整體模式配適度檢定 53
4.3.2 結構方程式估計結果 54
4.4 討論 58
第五章 結論與建議 59
5.1 結論 59
5.1.1 線性結構關係模式分析之結論 59
5.2 建議 60
5.2.1 管理意涵 60
5.2.2 研究限制與未來研究建議 61
參考文獻 62








































圖目錄

圖1-1 研究流程 4
圖2-1 消費者決策歷程之簡化模式 19
圖2-2 EKB消費者決策模型 22
圖2-3 Howard 消費者決策模型 23
圖2-4 態度的三個組成因素 24
圖2-5 合理行為理論模式 26
圖3-1 研究架構圖 29
圖3-2 研究假說圖 31
圖4-1 線性結構關係模式 54
圖4-2 結構模式實證分析結果 57

表目錄
表2-1 世界各國環保標章制度概要表 11
表3-1 環保標章之訴求屬性量表 32
表3-2 綠色包裝屬性量表 32
表3-3 環保意識屬性量表 33
表3-4 綠色產品認知屬性量表 33
表3-5 綠色消費態度屬性量表 34
表3-6 綠色購買意圖屬性量表 34
表4-1 人口統計分析結果 37
表4-2 人口統計變數與環保標章間的分析結果 38
表4-3 人口統計變數與綠色產品間的分析結果 38
表4-4 人口統計變數與購買綠色產品之意願間的分析結果 39
表4-5 人口統計變數與願意支付價差比例間的分析結果 39
表4-6 敘述統計分析結果 40
表4-7 測量模式配適度之衡量指標 41
表4-8 基本配適標準與模式內在結構配適度之分析結果 42
表4-9 整體模式配適度之分析結果 44
表4-10 驗證性因素分析之結果歸納 45
表4-11 潛在變數之相關係數與區別效度分析 46
表4-12 性別差異分析之獨立樣本T檢定 47
表4-13 教育程度差異分析之單因子變異分析 47
表4-14 教育程度之事後檢定 48
表4-15年齡情況差異分析之單因子變異分析 49
表4-16年齡情況之事後檢定 50
表4-17所得程度差異分析之單因子變異分析 51
表4-18所得程度之事後檢定 51
表4-19整體模式配適度檢定結果 53
表4-20自變數與依變數之線性結構關係模式參數說明 55
表4-21自變數與依變數線性結構關係模式之觀察變數說明 55
表4-22本研究結構模式分析結果 57
表 5-1 本研究假說驗證結果彙整表 60
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