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研究生:吳氏莎莉
研究生(外文):Ngo, Thi Sa Ly
論文名稱:環境態度 - 綠色購買意向關係干擾變數的影響
論文名稱(外文):Environmental Attitude - Green Purchase Intention Gap and Related Moderators
指導教授:Ming Liu
指導教授(外文):Ming Liu
口試委員:Sue Ling Lai
口試委員(外文):Sue Ling Lai
口試日期:2013-12-27
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:79
外文關鍵詞:Green purchase intention, Environmental Attitude, Perceived Consumer Effective, Willingness to pay more, Environmental Involvement, External Moderators.
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Today, global warming and environmental problems raise people’s environmental concern and enhance their environmental responsibility in their purchasing. While a number of researchers see environmental attitude as the best predictor of green purchase intention, in fact, there are evidences of gap between attitude and intention. Many people claim pro-environment attitudes and intentions but fail to act on them because of various internal and external moderators. This research provides a review of the literature regarding the environmental attitudes- green purchase intention gap in environmental consumerism and the moderating variables. Suggested internal and external moderators under which the attitude-intention relationship might be strengthened may include environmental involvement, perceived consumer effectiveness, willingness to pay more as well as the promotion of governments and enterprises and the availability of green products. Research findings are expected to enable firms to understand the green consumer by identifying factors that elaborate on the process of environmental consumerism.
ABSTRACT iii
ACKNOWLEDGEMENT iv
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objective 5
1.3 Research Flow 5
1.4 Structure of the Research 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Green marketing 8
2.2 Green consumption 9
2.2.1 Definition of green consumption 9
2.2.2 Trend of green consumption 9
2.2.3 The young Vietnamese customer 11
2.3 Green purchase intention 14
2.4 Environmental Attitude 16
2.5 Perceived consumer effectiveness 17
2.6 Willingness to pay more 19
2.7 Environmental Involvement 20
2.8 External moderators 21
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24
3.1 Conceptual Mode 24
3.2 Research Hypotheses 24
3.3 Constructs Measurement and Questionnaire Design 25
3.3.1 Environmental Attitudes 25
3.3.2 Green Purchase Intention. 26
3.3.3 Willingness to pay more 26
3.3.4 Perceived consumer effectiveness 28
3.3.5 Environmental Involvement 28
3.3.6 External moderators 28
3.4 Sample Size 28
3.5 Sampling Plan 30
3.6 Data Analysis Procedure 30
3.6.1 Factor Analysis 30
3.6.2 Reliability Tests 31
3.6.3 Descriptive Statistic Analysis 32
3.6.4 Hierarchical multiple regression 32
CHAPTER FOUR RESULTS AND DATA ANALYSIS 34
4.1 Sample characteristics 34
4.2 Factor Analysis 35
4.3.1. Factor analysis for Green Purchase Intention 36
4.3.2. Factor analysis for Environmental Attitude 37
4.3.3. Factor analysis for Perceived Consumer Effectiveness 38
4.3.4. Factor analysis for Willingness to pay more 38
4.3.5. Factor analysis for Environmental Involvement 39
4.3.6. Factor analysis for External Moderators 40
4.3 Reliability Analysis 41
4.4 Descriptive Statistics 42
4.5 Hypothesis testing 42
4.5.1. Main effects 42
4.5.2. Two- way Interaction effects 45
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 51
5.1 Discussion 51
5.2 Theoretical and Managerial Implications 54
5.3 Limitations and Future Research 57
5.4 Conclusion 58
REFERENCES 60
APPENDICES 67

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