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研究生:林庭筠
研究生(外文):LIN, TING-YUN
論文名稱:影響消費者綠色購買行為因素之探討
論文名稱(外文):The Study of Factors on Consumers’ Green Purchasing Behavior
指導教授:曾紀幸曾紀幸引用關係
指導教授(外文):TSENG, CHI-HSING
口試委員:吳國強郭信智
口試委員(外文):WU, KUO-CHIANGKUO, SHEN-CHIH
口試日期:2020-05-04
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:行銷與流通管理學系碩士班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:93
中文關鍵詞:社會規範環境自我認同個人規範綠色購買行為消費者知覺效能綠色產品願付溢價
外文關鍵詞:Social NormsEnvironmental Self-identityPersonal NormGreen purchase behaviorPerceived Consumer EffectivenessWillingness to pay more for green products
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  隨著環境問題的惡化,越來越多消費者表示環境問題會影響到他們的購買決策,並且認為自己對地球的未來負有最大責任,顯見推動綠色購買行為的趨勢正在增強。綠色消費主義的不斷蓬勃,環保的趨勢將可能擴大到許多新的產品類別,因此推行綠色產品更是極具潛力的市場機會。然而,在實務市場,市面上的綠色產品越來越普遍,但消費者購買綠色產品卻無預期的規律,許多研究指出消費的意識形態與綠色購買行為仍不一致,尤其在亞洲市場,綠色產品發展趨勢良好,卻很難準確衡量它們的銷售情況,消費者的意識與消費行為仍有落差,可見這當中存在著許多綠色消費障礙。為了進一步探討促進綠色購買行為的因素,本研究主要探討社會規範、環境自我認同對消費者的規範性影響,個人規範是國內沒有探討到的中介變數,是值得探討的研究缺口,並將其應用在消費領域,且在架構中加入消費者知覺效能與綠色產品願付溢價作為調節變數以探討對於綠色購買行為之影響。本研究採用便利抽樣調查法,使用問卷蒐集資料,欲了解常規與綠色產品在不同價格溢價之下消費者的願付溢價選擇,將價格溢價因素一併加入研究中,以探討對於綠色購買行為之影響。
  研究發現如下:(1) 消費者對社會規範的遵從,會正向影響個人規範;(2) 消費者所知覺的環境自我認同,會正向影響個人規範;(3) 透過個人規範,社會規範會正向影響消費者選購綠色產品;(4)透過個人規範,環境自我認同會正向影響消費者選購綠色產品;(5)當消費者知覺效能越高,會強化個人規範對綠色購買行為之正向影響;(6)綠色產品願付溢價在個人規範與綠色購買行為之間並無調節效果;(7)溢價比例在30%以下,消費者會更傾向去選擇綠色產品。過往研究較少探討到綠色產品的溢價層面,因此本研究結果可為實務市場提出一項洞見,企業或廠商在為綠色產品定價時,應考量到綠色產品的溢價層面,本研究據此提出理論與管理意涵。
  With the deterioration of environmental problems, more and more consumers say that environmental issues will affect their purchase decisions, and they admit that they have the greatest responsibility for the future of the earth. It is obvious that the trend of promoting green purchase behavior is increasing. There is still a gap between consumer awareness and consumption behavior, which shows that many barriers to green consumption exist. To further find out how to promote green purchase behavior, this study mainly discusses the normative impact of social norms and environmental self-identity on consumers. Personal norm is a mediator variable that has not been explored in domestic studies, which is worthy of discussion and applied in the consumption field. The research treats perceived consumer effectiveness as a moderator to explore the impact on green purchase behavior. In this study, the research applies the experimental design method to understand the consumers' willingness to pay more under different price premiums of traditional and green products, and collect data via questionnaire. We add the price premium factor into this study, and measures willingness to pay more to explore the impact of green purchase behavior. There are several research findings as follows: (1) Social norm positively affects personal norm; (2) Environmental self-identity positively affects personal norm. (3) Social norm will positively affect green purchase behavior through personal norm. (4) Environmental self-identity will positively affect green purchase behavior through personal norm. (5) The higher the perceived consumer effectiveness, the stronger the green purchase behavior. (6) Willingness to pay more for green products has no moderating effect on the relationship between personal norm and green purchase behavior. (7) When the premium ratio is below 30%, then consumers will be more likely to choose green products. Previous studies rarely discussed the influence of price premium on green products purchase behavior, so the results of this study provide additional practical insights. This study also suggests that enterprises or manufacturers should be aware of the range of price premium of green products because once the range is above 30% then the consumers’ purchase willingness will decrease. Overall, this study provides theoretical and management implications accordingly.
謝 辭 i
摘 要 ii
Abstract iii
目 次 iv
圖 次 vii
表 次 viii

第一章 緒論 1
 第一節 研究背景 1
  一、實務發展 1
  二、理論發展 3
 第二節 研究動機 5
 第三節 問題陳述與研究目的 8
第二章 文獻探討 9
 第一節 綠色購買 9
  一、綠色產品定義與發展 9
  二、綠色產品的價格溢價與願付溢價 15
  三、綠色購買行為 16
  四、小結 17
 第二節 社會規範 19
  一、社會規範的定義 19
  二、社會規範的影響 20
  三、小結 21
 第三節 環境自我認同 22
  一、環境自我認同的定義 22
  二、環境自我認同的影響 23
  三、小結 24
 第四節 個人規範 26
  一、個人規範的定義 26
  二、個人規範的角色 27
  三、小結 28
 第五節 消費者知覺效能 29
  一、消費者知覺效能的定義 29
  二、小結 30
 第六節 研究假設推論 31
  一、社會規範與個人規範的關係 31
  二、環境自我認同與個人規範的關係 31
  三、個人規範的中介效果 32
  四、消費者知覺效能的調節效果 33
  五、綠色產品願付溢價的調節效果 34
第三章 研究方法 35
 第一節 研究架構與假說 35
  一、研究架構 35
  二、變數的定義與衡量 36
  三、溢價情境 40
 第二節 資料蒐集 44
  一、研究對象 44
  二、蒐集方法 44
  三、問卷設計與前測 44
  四、樣本描述 45
  五、項目分析及信效度分析 47
第四章 研究發現 52
 第一節 相關分析 52
 第二節 假設驗證 53
  一、社會規範對個人規範的影響效果 53
  二、環境自我認同對個人規範的影響效果 54
  三、個人規範的中介效果 55
  四、消費者知覺效能的調節效果 59
  五、綠色產品願付溢價的調節效果 60
  六、其它研究發現 62
第五章 結論與建議 63
 第一節 研究結論 63
 第二節 管理意涵 66
 第三節 研究限制 69
 第四節 後續研究建議 70
參考文獻 71
 中文部分 71
 英文部分 71
附錄 問卷 88
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