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研究生:Charintorn Srewitoon
論文名稱:消費者對綠色產品購買行為趨勢的動機和態度:泰國湄州大學春蓬府之個案研究
論文名稱(外文):Motives and Attitudes towards the trend of the Consumers’ Buying Behaviors of Green Products: A Case Study of Maejo University at Chumphon in Thailand
指導教授:李鴻文李鴻文引用關係
學位類別:博士
校院名稱:國立嘉義大學
系所名稱:企業管理學系
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
畢業學年度:102
中文關鍵詞:Consumer’s behaviorGreen productsMotivesAttitudesPerception
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本研究的目的在於: 1) 在性別、年齡、教育水準和月平均收入方面研究對清邁梅州大學消費者的綠色產品購買行為趨勢有影響的人口學特徵;2) 研究在日常生活中對消費者綠色產品購買行為有影響的活動之間的關係;3) 研究具有消費者綠色產品購買行為趨勢的環保消費者行為之間的關係;4) 研究對消費者綠色產品購買行為趨勢有影響的對綠色產品的動機之間的關係;5) 研究對消費者綠色產品購買行為趨勢有影響的對綠色產品的態度之間的關係;以及 6) 研究綠色產品新聞或資訊的理解與消費者綠色產品購買行為趨勢之間的關係。 透過向 400 人發放調查問卷,我們最終獲得了研究結果。 問卷調查用於收集資料。
研究結果具體如下: 按性別分類的綠色產品購買行為趨勢的差異分析發現,不同性別的人對購買綠色產品有不同的行為趨勢。 按年齡、教育水準和收入分類的綠色產品購買行為趨勢的差異分析發現,年齡、教育水準以及收入不同的人群對購買綠色產品有相似的行為趨勢。 參加環保活動以及選擇購買環保產品的原因與綠色產品購買行為趨勢有一定關係。 消費者的理性動機和感性動機與綠色產品購買行為趨勢有一定關係。 就所有產品而言,對綠色產品的態度與綠色產品購買行為趨勢有一定關係。 行銷宣傳的各個方面與綠色產品購買行為趨勢有一定關係,這些方面包括在未來購買綠色產品、建議人們購買綠色產品以及儘管正在出售同種類型產品也選擇購買綠色產品。

The purposes of this research are: 1) to study the demographic characteristics in terms of gender, age, educational level, and average income per month which have impacts on the trend of the buying behaviors of green products of the consumers in Maejo University at Chunporn, 2) to study the relationship of the activities in daily life which have impacts on the buying behaviors of green products of the consumers, 3) to study the relationship of the consumer behavior for the environmental conservation which have the trend of buying behaviors of green products of the consumers, 4) to study the relationship of the motives on the green products which have impacts on the trend of buying behaviors of green products of the consumers, 5) to study the relationship of the attitudes on the green products which have impacts on the trend of buying behaviors of green products of the consumers, and 6) to study the relationship of the perception of the news or information about the green products and the trend of buying behaviors of green products of the consumers. The results of this study were obtained by distributing questionnaire to 400 persons. Questionnaires were used to collect data.
The results of the research are as follows: Analysis of the difference in behavior trends on buying green products classified by gender has found that different genders have dissimilar behavior trends on buying green products. Analysis of the difference in behavior trends on buying green products classified by age education level and income has found that different age education level and income has similar behavior trends on buying green products. Performing activities about the environment and regarding reasons in choosing to buy products for environment conservation have relations with behavior trends on buying green products. The consumer motives, which are rational motives and emotional motives, have relation to behavior trends on buying green products. The attitude about green products in the aspect of products overall has relation to behavior trends on buying green products. Marketing communications overall have relations to behavior trends on buying green products on every aspects, which are the aspect of buying green products in future, the aspect of recommending people to buy green products, and the aspect of choosing to buy green products although the same type of product is being sold

Table of Contents

I. INTRODUCTION………………………………………………………………………..….....1
Research Background ………………………………………………………………...….….1
Statement of the Problem……………………………………………………………....……4
Research Questions……………………………………………………………………...…..5
Objectives of the Study………………………………………………………………..….…5
Significance of the Study…………………………………………………………...........….6
Scope and Limitations of the study……………………………………...……….….......…..6
II. REVIEW OF LITERATURE…………………………………………………….……......…7
Concepts on the demography…………………………………….………..……...……....….7
Concepts about the product……………………………………………….……….….……..9
Concept on patterns of lifestyle……………………………………………………..……...14
Concepts of consumer behavior……………………………………………………..……..16
Concepts and theories on motives………………………………………………......……...27
Concepts and theories on attitudes of the consumers………………………………..……..33
Concepts and theories on the perception……………………………………………..…….40
Information on Green Products……………………………………………………..……...44
The sample of environment-friendly companies in Thailand…………………….…..…….47
III. RESEARCH METHODOLOGY………………………………………………...….…..….50
Introduction……………………………………………………………………….….…….50
Population and Sampling Techniques…………………………………….………..………50
Questionnaire Design……………………………………………………….……….……..51
Research Instruments………………………………………………………….…….……..62
Conceptual Framework……………………………………………………….…….……...64
Variables of the study………………………………………………………….…………..66
Definition of Terms……………………………………………………………......………66
Hypotheses…………………………………………………………………….…..…....….69
IV. RESULTS OF THE STUDY………………………………………………….….….…......69
Data analysis presentation………………………………………………….……........…...70
Results of data analysis……………………………………………………….…......……..71
Research Hypothesis Test………………………………………………………......……...89
V. CONCLUSIONS AND RECOMMENDATIONS……………………… …..…..………220
Conclusions………………………………………………………………..……......…..220
Recommendations………………………………………..……………………………229
Recommendations for Further Study………………………………………....…..…...230
REFERENCES…………….…………………………………………………….…….…...….231
APENDIX……………………….…………………………………………….…….………...235
Interview Schedule……………………………………………………..…..….......….236
Interview Schedule (Thai version)……………………………………...…....……….249
List of Tables

Table 1 Thailand’s regional positioning in green movement………………………..…….....…3
Table 2 Patterns of lifestyles and characteristics of Personal information………………….....15
Table 3 7 Questions (6Ws and 1H) to find out 7 answers about the consumer’s behaviors (7Os)……………………………………………… ………………….……..……….18
Table 4 Frequency distribution table of samples’ characteristics……………………….…......70
Table 5 Mean and Standard Deviation for environmental activities lifestyle………….….......72
Table 6 Mean and Standard Deviation for environmental activities interests in the environment………………………………………………………………….………..73
Table 7 Mean and Standard Deviation for opinions about the environment……….…….……75
Table 8 Mean and Standard Deviation for Consuming Behaviors for the environmental friendly products……………………………………………………….……………...76
Table 9 Mean and Standard Deviation for reasons to buy the environmental friendly products…………………………………………………………………….…………78
Table 10 Mean and Standard Deviation for the frequency of use environmental friendly products………………………………………………………………….….….…......79
Table 11 Number (frequency) and Percentage of consuming behaviors for the environmental friendly products……………………………………………………………..…....….81
Table 12 Mean and Standard Deviation for motives of the consumers towards green products………………………………………………………………….……..…......83
Table 13 Mean and Standard Deviation for attitudes towards green products……….….....…..84
Table 14 Mean and Standard Deviation for perception of news related to green products….....86
Table 15 Mean and Standard Deviation for trend of buying behaviors of the green products …………………………………………………………………………..………....….87
Table 16 Number (frequency) and Percentage of the reason in buying the green products….....88
Table 17 The Variance test and green products purchasing behavior difference test classified by gender. The statistical t-test was applied…………………………………..…..…......89
Table 18 The Variance test and the green products purchasing behavior trend difference test classified by age, using statistical F-test………………………………….……...…...92
Table 19 The Variance test and the green products purchasing behavior trend difference test classified by educational level, using statistical F-test………………………....…….94
Table 20 The Variance test and the green products purchasing behavior trend difference test classified by income, using statistical F-test……………………………….…………96
Table 21 The Variance test and the green products purchasing behavior trend difference test classified by income, using statistical Brown – Forsythe…………….………...….....97
Table 22 The relationship between environmental activities and the green products purchasing trend………………………………………………………………………...………...98
Table 23 The relationship between environmental activities and the green products recommendation……………………………………………………..…………...….102
Table 24 The relationship between environmental activities and the trend in picking green product in spite of the availability of the same kind of products…………….……………....106
Table 25 The relationship between environmental interest and the green products purchasing trend…………………………………………………………………………….……111
Table 26 The relationship between environmental interest and the green products recommendation……………………………………………………………….…….116
Table 27 The relationship between environmental interest and the trend in picking green product in spite of the availability of the same kind of products……………………….….…....120
Table 28 The relationship between environmental opinions and the green products purchasing trend…………………………………………………………………………..…..….125
Table 29 The relationship between environmental opinions and the green products recommendation……………………………………………………………….…….129
Table 30 The relationship between environmental opinions and the trend in picking green product in spite of the availability of the same kind of products……………………..….…...132
Table 31 The relationship between reasons for choosing the green products and the green products purchasing trend……………………………………………………………..….…...137
Table 32 The relationship between reasons for choosing the green products and the green products recommendation…………………………………………………………...….……..140
Table 33 The relationship between reasons for choosing the green products and the trend in picking green product in spite of the availability of the same kind of products……………..144
Table 34 The relationship between frequency of using the green products and the green products purchasing trend……………………………………………………….………….....147
Table 35 The relationship between frequency of using the green products and the green products recommendation……………………………………………………………………..151
Table 36 The relationship between frequency of using the green products and the trend in picking green product in spite of the availability of the same kind of products……………..154
Table 37 The relationship between motives in green products and the green products purchasing trend………………………………………………………………………………….158
Table 38 The relationship between motives in green products and the green products recommendation…………………………………………………………….……….162
Table 39 The relationship between motives in green products and the trend in picking green product in spite of the availability of the same kind of products……………….…...167
Table 40 The relationship between attitude toward green products in terms of overall image and the green products purchasing trend…………………………………………………..…173
Table 41 The relationship between attitude toward green products in terms of overall image and the green products recommendation……………………………………………..………174
Table 42 The relationship between attitude toward green products in terms of overall image and the trend in picking green product in spite of the availability of the same kind of products…………………………………………………………………..…………..174
Table 43 The relationship between attitude toward green products in terms of product main utilities and the green products purchasing trend………………………………………..…...175
Table 44 The relationship between attitude toward green products in terms of product main utilities and the green products recommendation………………………………………..…...178
Table 45 The relationship between attitude toward green products in terms of product main utilities and the trend in picking green product in spite of the availability of the same kind of products………………………………………………………………………..…….180
Table 46 The relationship between attitudes toward green products in terms of product feature and the green products purchasing trend………………………………………....………182
Table 47 The relationship between attitude toward green products in terms of product feature and the green products recommendation……………………………………...…………183
Table 48 The relationship between attitude toward green products in terms of product feature and the trend in picking green product in spite of the availability of the same kind of products………………………………………………………………….…………..185
Table 49 The relationship between attitude toward green products in terms of product expectation and the green products purchasing trend…………………………………………….186
Table 50 The relationship between attitude toward green products in terms of product expectation and the green products recommendation………………………………….…………188
Table 51 The relationship between attitude toward green products in terms of product expectation and the trend in picking green product in spite of the availability of the same kind of products………………………………………………………………...…………….190
Table 52 The relationship between attitude toward green products in terms of production potential and the green products purchasing trend…………………………………………….192
Table 53 The relationship between attitude toward green products in terms of production potential and the green products recommendation…………………………………………….193
Table 54 The relationship between attitude toward green products in terms of production potential and the trend in picking green product in spite of the availability of the same kind of products………………………………………………………………….……….….194
Table 55 The relationship between perception of news about green products through marketing communications and the green products purchasing trend……………………..…...197
Table 56 The relationship between perception of news about green products through marketing communications and the green products recommendation……………………..…...198
Table 57 The relationship between perception of news about green products through marketing communications and the trend in picking green product in spite of the availability of the same kind of products………………………………………………………...……...200
Table 58 Hypothesis testing summary………………………………...…………….………....202

List of Figures

Figures 1 Five Product Levels………………………………………………………….…….12
Figures 2 Model of Consumer Behavior……………………………………………………..20
Figures 3 Five-Stage Model of the Consumer Buying Process………………………….…...26
Figures 4 Maslow's hierarchy of needs……………………………………………….………32
Figures 5 Factors which shape the consumer’s behaviors…………………………….……...35
Figures 6 Schematic conception of attitudes: The traditional model……………….………...36
Figures 7 Sources of attitude according to Foster’s concept…………………………….…...37
Figures 8 Concepts on attitude (Schematic Conception of Attitude of Foster)………….…...37
Figures 9 The overview of the perceptual process………………………………….….……..41
Figures 10 Perception Process………………………………………………………….……...42
Figures 11 Conceptual Framework Showing the Variables of this Study……………….…….65


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