臺灣博碩士論文加值系統

隨著環境破壞日益嚴重，消費者對於環境保護之意識在近年來越來越強烈，對於永續發展及綠色購買的議題也備受關注。而影響消費者綠色購買行為之因素有很多種，其中則包含了消費者之價值觀及消費者之綠色購買動機。
本研究探討消費者之利他主義、生態中心主義、消費者綠色購買動機以及消費者綠色購買行為之相關性影響。藉由文獻探討後設計問卷題項，總計回收有效樣本共計336份，經由樣本結構分析、敘述性統計分析、相關性分析、衡量模式分析與結構模式分析，再據以探討研究假說檢測，提出理論及實務的結論與建議。
本研究結果發現：
(1)利他主義對於消費者綠色購買行為無顯著正向關係。
(2)利他主義對於消費者綠色購買動機有顯著正向關係。
(3)生態中心主義對於消費者綠色購買動機有顯著正向關係。
(4)生態中心主義對於消費者綠色購買行為有顯著正向關係。
(5)消費者綠色購買動機對於消費者綠色購買行為有顯著正向關係。
(6)消費者綠色購買動機在利他主義對消費者綠色購買行為中，具有中介效果。
(7)消費者綠色購買動機在生態中心主義對消費者綠色購買行為中，具有中介效果。

With the increasingly serious environmental damage, consumers' awareness of environmental protection has become stronger and stronger in recent years, and the issues of sustainable development and green purchasing have also attracted much attention. There are many factors that affect consumers' green purchasing behavior, including consumers' values and consumers' green purchasing motives.
This research explores the relevance of consumers' altruism, ecocentrism, consumers' green purchasing motives, and consumers' green purchasing behaviors. The questionnaire items were designed after literature review, and a total of 336 valid samples were collected. After sample structure analysis, descriptive statistical analysis, correlation analysis, measurement model analysis and structural model analysis, the research hypothesis was tested and theories were proposed. and practical conclusions and recommendations.
The results of this study found:
(1) Altruism has no significant positive relationship with consumers' green purchasing behavior.
(2) Altruism has a significant positive relationship with consumers' green purchasing motivation.
(3) Ecocentrism has a significant positive relationship with consumers' green purchasing motivation.
(4) Ecocentrism has a significant positive relationship with consumers' green purchasing behavior.
(5) Consumers' green purchasing motivation has a significant positive relationship with consumers' green purchasing behavior.
(6) Consumers' green purchasing motivation has a mediating effect on consumers' green purchasing behavior.
(7) Consumers' green purchasing motives have a mediating effect on consumers' green purchasing behaviors due to ecocentrism.

謝詞 Ⅰ
中文摘要 Ⅱ
英文摘要 III
目 錄 IV
圖 次 VI
表　次 VII
第一章　緒論 1
第一節　研究動機與背景 1
第二節　研究目的 2
第三節　研究流程 3
第二章　文獻探討 5
第一節　價值觀 5
第二節　利他主義 6
第三節　生態中心主義 7
第四節　消費者綠色購買動機與行為 8
第三章　研究方法 13
第一節　研究架構 13
第二節　假說推論 14
第三節　操作性定義與衡量 16
第四節　問卷設計及資料蒐集 19
第四章　研究結果 21
第一節　樣本結構分析 21
第二節　敘述性統計分析 24
第三節　相關性分析 27
第四節　衡量模式分析 27
第五節　結構模式分析 32
第五章　結論與建議 43
第一節　研究結論 43
第二節　管理意涵 45
第三節　研究限制及與建議 47
參考文獻 49
附錄一 正式問卷 55
著作權聲明 57

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