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研究生:陳玫柔
研究生(外文):CHOTIROS TANGKURUSORN
論文名稱(外文):Does Color Matter? Examining Green Material and Green Label as Moderator on Green Perception and Green Purchase Intention
指導教授:陳綉里陳綉里引用關係
指導教授(外文):CHEN, HSIU-LI
口試委員:王羿傑林士全
口試委員(外文):WANG, YI-JIELIN, SHIH-CHUAN
口試日期:2020-05-05
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士班
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:2020
畢業學年度:108
語文別:英文
論文頁數:71
外文關鍵詞:colormateriallabelgreen perceptiongreen purchase intention
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This study seeks to explore the effect of product visual including color, green material and green label effect toward the green perception and green purchase intention. Moreover green material, and green label as a moderator on green perception, and green purchase intention. To understand the relationship between each variable and the relationship of the variable and moderators toward green perception and green purchase intention using the SPSS program to analyze.
The result of this study present that color, especially Earth Tone color significantly have a positive effect on both green perception and green purchase intention. So does product with green label and product with natural material visual effect on green perception and green purchase intention. Additionally green label and natural material individually as a moderator on a relationship between color and green perception, and between color and green purchase intention haves a positive effect on these relationships.
The finding presents that product visuals including color, label, and material are a worthwhile investment for investor in the green product market. Investing in these factors appropriately does have high importance, since all these factors do have effect on the value consumer upholds for green perception and green purchase intention.

LIST OF FIGURES III
LIST OF TABLES IV
CHAPTER ONE INTRODUCTION 1
1.1 BACKGROUND 1
1.2 MOTIVATION AND PURPOSE 2
1.3 IMPORTANCE OF THE RESEARCH 5
1.4 CONCEPTUAL FRAMEWORK 6
CHAPTER TWO LITERATURE REVIEW 7
2.1 COLOR 8
2.1.1 The Definition of Color 8
2.1.2 Related Literature 8
2.2 MATERIAL 11
2.2.1 Definition of Material 11
2.2.2 Related Literature 11
2.3 LABEL 13
2.3.1 The Definition of Label 13
2.3.2 Related Literature 13
2.4 GREEN PERCERPTION 15
2.4.1 Definition of Green Perception 15
2.4.2 Related Literature 15
2.5 GREEN PURCHASE INTENTION 17
2.5.1 Definition of Green Perception 17
2.5.2 Related Literature 17

CHAPTER THREE METHODOLOGY 19
3.1 HYPOTHESES 19
3.2 RESEARCH VARIABLES MEASUREMENT 24
3.2.1 Measuring Color 24
3.2.2 Measuring Material 24
3.2.3 Measuring Label 25
3.2.4 Measuring Green Perception 25
3.2.5 Measuring Green Purchase Intention 25
3.3 QUESTIONNAIRE DESIGN 26
3.4 STIMULI 28
3.5 SAMPLING DESIGN AND PARTICIPANTS 30
3.6 EXPERIMENTAL DESIGN 31
CHAPTER FOUR DATA ANALYSIS 33
4.1 DEMOGRAPHIC ANALYSIS 33
4.1.1 Summary of Respondents’ Demographics 34
4.2 RELIABILITY ANALYSIS 35
4.2.1 Reliability and Validity of Factors Studied 35
4.3 HYPOTHESIS TESTING 36
4.4 MODERATING EFFECT TESTING 39
CHAPTER FIVE CONCLUSION, SUGGESTIONS AND LIMITATIONS 46
5.1 DISCUSSION 46
5.2 CONCLUSIONS 49
5.3 MANAGERIAL IMPLICATIONS 50
5.4 LIMITATIONS 54
REFERENCES 55
APPENDIX A QUESTIONNAIRE 59

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