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研究生:木和蘇佑
研究生(外文):BAYARDALAI MUNKHSOYOL
論文名稱:綠色行銷對消費者態度的影響
論文名稱(外文):The Influence of Green Marketing on Consumer Attitude
指導教授:張朝旭張朝旭引用關係
指導教授(外文):Chang Chao-Hsu
口試委員:張朝旭陳鉉文吳祉芸
口試委員(外文):Chang Chao-HsuChen Xuan-WenWu Zhi-Yun
口試日期:2022-06-29
學位類別:碩士
校院名稱:建國科技大學
系所名稱:服務與科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:173
中文關鍵詞:綠色行銷綠色營銷工具消費者態度
外文關鍵詞:green marketinggreen marketing toolsconsumer attitude
相關次數:
  • 被引用被引用:1
  • 點閱點閱:523
  • 評分評分:
  • 下載下載:181
  • 收藏至我的研究室書目清單書目收藏:0
環境問題,包括了污染、氣候變化和全球 暖化,在全球範圍內越來越受到關注。因此,許多公司意識到這個情況並且正在改變他們的營運方式,這引發了綠色營銷的發展。隨著對安全且環境友善產品的需求不斷增加以及綠色市場的成長,有必要研究蒙古消費者的看法及其對綠色產品的態度。

營銷包括許多工具或活動,如品牌、定位、廣告、促銷等。在這個研究計畫中,我們進行了一項調查,用以檢查消費者的態度 ,並且採用了量化方法。
由於我來自蒙古國,我對綠色營銷的潛力以及它如何影響消費者的態度或改變他們的傳統購買習慣比較有興趣。因此,本研究的目的是調查綠色營銷活動如何影響蒙古案例中的消費者態度。

研究結果表明,消費者對綠色營銷工具的態度,包括綠色產品、綠色包裝、綠色標籤和環境廣告,具有明顯重視的趨勢。因此,企業應考慮提供更多綠色產品、營銷工具或活動來增加消費者態度具有相當大的正向影響。此外,透過這些活動,消費者可以增加他們對綠色產業的知識,因此對環保的選擇感到有意願與信任。
Environmental concerns, including pollution, climate change, and global warming, are getting more attention on a worldwide scale. As a result, companies are altering how they operate, which has sparked the development of green marketing. With the increasing demand for safe and environmentally friendly products and the growth of the green market, there is a necessity for research that examines the perception of Mongolian consumers and their attitudes about green products.

For conducting this research project, a quantitative approach has been used. To examine consumers' attitudes, a survey has been completed. The study aims to research the potential of green marketing and how it can affect consumers' attitudes or change their conventional purchase habits. Marketing includes numerous tools or activities such as branding, positioning, advertisement, promotion, etc. Therefore, the purpose of this study is to investigate how green marketing activities influence consumer attitudes in cases of Mongolia.

The findings reveal that consumers’ attitudes toward green marketing tools, including green products, green packages, green labels, and environmental advertisements have a significant favorable influence. Therefore, marketers should consider that green marketing tools or activities have a considerable and constructive impact on consumer attitudes. Furthermore, with these activities, consumers’ knowledge can be enhanced, and as a result, they would feel freer with greener choices.

Content III
List of Figures VII
List of tables VIII
Acknowledgments XI
摘要 XII
Abstract XIII
Chapter 1: Introduction 1
Background 5
Motivation 11
Problem Statement 12
Research Objectives 13
Research Questions 14
Research Significance 15
Research Methodology 16
Research approach 16
Data analysis 17
Research Process 17
Definition of Terms 18
Green marketing 18
Carbon footprint 20
Green Corporate Image 20
Environmental Concern 20
Green Economy 20
Sustainability 20
Environmental sustainability 21
Chapter conclusion 21
Chapter 2: Literature Review 23
Foreword 23
Definition and Theory 26
Green Marketing 26
Environmental Awareness 32
Green product 33
Green Package 36
Green Labels 38
Green Advertisement 40
Consumer Attitude 41
Empirical Study 42
Environmental Awareness 42
Hypotheses development 43
Green product 44
Hypotheses development 45
Green Package 45
Hypotheses development 46
Green Labels 47
Hypotheses development 47
Green Advertisement 48
Hypotheses development 49
Consumer Attitude 49
Chapter 3: Research Methodology 51
Research philosophy 51
Research approach 53
Research strategy 54
Literature review 55
Data collection 57
Data analysis 59
Hypotheses and research model 59
Response format - Likert scales 61
Questionnaire 61
Questionnaire references 62
Questionnaire arrangement 65
Pre-test and feedback 67
Sampling design 68
Chapter 4: Results and Analysis 72
Demographical data 72
Gender 72
Age 73
Living area 74
Status 75
Educational level 75
Level of income 76
Section 1: Green products 78
Section 2: Green package 80
Section 4: Green label 82
Section 5: Green advertisement 84
Section 6: Environmental awareness 87
Section 7: Consumer attitude 89
Data reliability 91
Data validity 92
Exploratory Factor Analysis 94
KMO and Bartlett's Test 94
Kaiser Criterion 96
Scree Plot 96
Factor loadings 97
Hypotheses testing 101
Hypotheses testing and analysis of results 102
One-way ANOVA 104
Chapter summary 107
Chapter 5: Summary and Conclusion 110
Summary 110
Research question RQ1 110
Research question RQ2 113
Research question RQ3 114
Research question RQ4 115
Research question RQ5 117
Research question RQ6 117
Conclusion 118
Limitations of the study 121
Suggestions for future research 122
References 124
Appendix A: Questionnaire Statements 150
Appendix B: Ethics Certificate 158
Appendix C: Turnitin Plagiarism Report 159

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