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研究生:孫準希
研究生(外文):Junhee Son
論文名稱:基於計劃行爲理論的環境知覺對綠色購買行爲的影響
論文名稱(外文):The Effect of Environmental Awareness on Green Purchasing Behavior: Based on Planned Behavior Theory
指導教授:李孟修李孟修引用關係
指導教授(外文):Meng-Hsiu Lee
口試委員:李明彥李永新
口試日期:2023-06-14
學位類別:碩士
校院名稱:淡江大學
系所名稱:經營管理全英語碩士學位學程
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:2023
畢業學年度:111
語文別:英文
論文頁數:81
中文關鍵詞:計劃行為理論綠色品牌態度綠色購買意願綠色購買行為
外文關鍵詞:Theory of Planned BehaviorGreen Brand AttitudeGreen Purchasing IntentionGreen Purchasing Behavior
DOI:10.6846/tku202300184
相關次數:
  • 被引用被引用:0
  • 點閱點閱:31
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  • 下載下載:10
  • 收藏至我的研究室書目清單書目收藏:0
本研究通過證明綠色品牌態度、主觀規範、感知行為控制和購買意願之間的正相關關係來支持計劃行為理論。 這表明該理論可以有效地解釋和預測消費者對綠色產品的購買。 此外,數據分析將購買意願確定為興趣變量與實際綠色購買行為之間的中介。 這表明針對消費者購買綠色產品意圖的干預措施可以將他們的態度和動機轉化為切實的行動。 正如韓國和台灣的結果所證明的那樣,變量之間的關係適用於不同的文化背景。 此外,這項研究的結果強調了提高消費者環境意識和促進綠色消費的重要性。
Nowadays, customer awareness of environmentally friendly products in South Korea and Taiwan is getting improved and there are increasing trends in green marketing strategy. This research supports the theory of planned behavior by demonstrating the positive connection between green brand attitude, subjective environmental norm, perceived behavior control, and purchasing intention. This suggests that the theory can effectively explain and predict consumers' purchasing of green products. Moreover, the data analysis identifies purchasing intention as a mediator between the variables of interest and actual green purchasing behavior. This suggests that interventions targeting consumers' intentions to buy green products can translate their attitudes and motivations into tangible actions. The relationships between the variables hold across different cultural contexts, as evidenced by the results from both South Korea and Taiwan. Furthermore, the findings of this investigation emphasize the importance of improving environmental awareness and promoting green consumption among consumers.
TABLE OF CONTENTS
TABLE OF CONTENTS 5
LIST OF TABLES 10
LIST OF FIGURES 11
CHAPTER1 INTRODUCTION 12
1.1 Research Background and Motivation 12
1.2 Research Objective 14
1.3 Research Process 15
CHAPTER 2 LITERATURE REVIEW 17
2.1 Theory of Planned Behavior 17
2.2 Green Brand Attitude 18
2.3 Subjective Environmental Norm 18
2.4 Perceived Behavior Control 19
2.5 Green Purchasing Intention 20
2.6 Green Purchasing Behavior 20
2.7 The Connection Between Green Brand Attitude and Green Purchasing Intention 21
2.8 The Connection Between Subjective Environmental Norm and Green Purchasing Intention 22
2.9 The Connection Between Perceived Behavior Control and Green Purchasing Intention 22
2.10 The Connection Between Green Purchasing Intention and Green Purchasing Behavior 23
2.11 The Possible Mediating Role of Green Purchasing Intention between Green Brand Attitude, Subjective Environmental Norm, Perceived Behavior Control, and Green Purchasing Behavior 24
CHAPTER 3 METHODOLOGY 26
3.1 Research Framework 26
3.2 Research Hypotheses 27
3.3 Research Sample and Data Collection 27
3.4 Measurement 29
3.4.1 Green Brand Attitude 29
3.4.2 Subjective Environmental Norm 30
3.4.3 Perceived Behavior Control 31
3.4.4 Green Purchasing Intention 32
3.4.5 Green Purchasing Behavior 33
3.5 Control Variable 34
3.6 Data Analysis 34
3.6.1 Reliability and Validity 34
3.6.2 Univariate analysis 35
3.6.3 Pearson Correlation Analysis 35
3.6.4 Hierarchical Regression Analysis 35
3.6.5 T-Test Analysis 36
3.6.6 ANOVA Analysis 36
CHAPTER 4 RESULTS AND DISCUSSIONS 37
4.1 Results of Reliability and Validity 37
4.2 Results of Univariate Analysis 39
4.3 Results of Pearson Correlation Analysis 40
4.4 Results of Hierarchical Regression Analysis 42
4.5 Results of T-Test Analysis 49
4.6 Results of ANOVA Analysis 50
4.7 Discussion 52
4.7.1 Effects of Green Brand Attitude, Subjective Environmental Norm, and Perceived Behavior Control on Green Purchasing Intention and Green Purchasing Behavior 53
4.7.2 Mediating Effect of Green Purchasing Intention in The Connection Between Green Brand Attitude, Subjective Environmental Norm, Perceived Behavior Control, and Green Purchasing Behavior 54
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 56
5.1 Conclusions 56
5.2 Implication of the Study 58
5.2.1 Theoretical Implications of the Study 58
5.2.2 Practical Implications of the Study 59
5.3 Limitations 61
5.4 Recommendations for Future Research 61
REFERENCES 62
APPENDIX A 78
APPENDIX B 80


LIST OF TABLES
Table 3.1 Green Brand Attitude Measurement 29
Table 3.2 Subjective Environmental Norm Measurement 30
Table 3.3 Perceived Behavior Control Measurement 31
Table 3.4 Green Purchasing Intention Measurement 32
Table 3.5 Green Purchasing Behavior Measurement 33

Table 4.1 Reliabilities for Each Variable of This Study 37
Table 4.2 Explanatory Factor Analysis 38
Table 4.3 Demographic Statistics 39
Table 4.4 Mean, Standard Deviation, and Correlation of Variable 41
Table 4.5 Hierarchical Regression Analysis for Hypotheses 1 and 5 43
Table 4.6 Hierarchical Regression Analysis for Hypotheses 2 and 6 44
Table 4.7 Hierarchical Regression Analysis for Hypotheses 3 and 7 46
Table 4.8 Hierarchical Regression Analysis for Hypothesis 4 47
Table 4.9 Independent Sample Test 49
Table 4.10 ANOVA 51
Table 4.11 Testing Results Summary 52



LIST OF FIGURES
Figure 1.1 Research Procedure 16
Figure 3.1 Research Framework 26
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