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研究生:楊婉鈴
研究生(外文):YEOW, CHAI-LING
論文名稱:社會影響力,環境意識,價格敏感度對綠色消費意圖的影響:馬來西亞不同文化族群的比較
論文名稱(外文):The Moderating Effect of Cultural Background on the Relationship Between Social Influence, Environmental Awareness, Price Sensitivity and Green Consumption Intention in Malaysia
指導教授:莊旻潔莊旻潔引用關係
指導教授(外文):CHUANG, MIN-CHIEH
口試委員:唐運佳廖宜君
口試委員(外文):TANG, YUN-CHIALIAO, YI-CHUN
口試日期:2024-01-24
學位類別:碩士
校院名稱:東海大學
系所名稱:國際企業管理碩士學位學程
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:2024
畢業學年度:112
語文別:英文
論文頁數:94
中文關鍵詞:綠色消費意圖消費態度文化背景馬來西亞
外文關鍵詞:Green Consumption IntentionAttitudesCultural BackgroundMalaysia
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本研究探討社會影響力,環境意識,價格敏感度對綠色消費意圖的影響,以馬來西亞不同文化族群的比較。此研究資料來自於馬來西亞的居民,採線上問卷進行資料蒐集。該問卷包括個人資料,對於環境意識,社會影響力,價格敏感度和綠色消費意圖相關問題;在進行統計分析,以了解馬來西亞的不同種族之間對綠色的消費態度和消費意圖。研究樣本為414人,其中包括167名馬來人、133名華人和114名印度人。使用SPSS 20版和SmartPLS 4版進行了描述性和推論分析。信效度測試通過Cronbach's alpha、平均方差抽取和組合可靠性進行。推論分析使用線型迴歸分析和多組別比較模型進行進一步的探討。總的來說,研究的主要發現包括社會影響和環保意識對綠色產品態度產生積極影響,價格敏感性對綠色產品態度產生負面影響,綠色產品態度對綠色消費意願產生積極影響。此外,研究發現相比馬來西亞的馬來人和印度人,華人消費者在價格敏感性和綠色產品態度關係方面的影響更為強烈。建議未來研究者更關注時間上的分配,擴大研究範圍,並檢視更多因素以豐富研究內容。這項研究包括教育體系的參考文獻和指南,為參與者了解影響綠色消費意願的主要因素提供了渠道,並為未來研究者提供了參考材料,同時向社會和相關監管機構提供了一些思路。
This research paper titled as “The Moderating Effect of Cultural Background on the Relationship Between Social Influence, Environmental Awareness, Price Sensitivity and Green Consumption Intention in Malaysia” focuses on the factors that influence individual’s green products attitudes and green consumption intention such as social influences, environment awareness, price sensitivity and cultural background.
The sample size for this study is 414 whereas 167 Malays respondents, 133 Chinese respondents and 114 Indians respondents. The research design carried out for this study is quantitative research. This study has adopted the collection of primary data to do analysis, and a survey questionnaire has been designed and distributed to the target respondents in Malaysia. Descriptive and Inferential analysis were conducted by using the software, SPSS version 20 and SmartPLS version 4. Reliability test is conducted by Cronbach’s alpha, Average Variance Extracted (AVE) and Compositive Reliability. Validity test is conducted by Discriminant Validity with method Fornell-Larcker criterion. Inferential analysis implemented Regression Analysis. The findings of the study were arrived at based on the analysis conducted. In brief, the key findings that have been examined in this research mentioned that both social influences and environment awareness are positively influence the green products attitudes, price sensitivity negatively influences green products attitudes and green products attitudes is positively influences green consumption intention. Also, Chinese consumers have stronger influences on the relationship of price sensitivity and green products attitudes compare to Malays and Indians consumer. Future researchers are recommended to pay more attention to time allocations, increase the coverage of the study and also examine more factors to enhance the research content. This research study includes the references and guidelines for the education system, offers a channel for the participant to understand the main factors that influence the green consumption intention, provide reference materials for future researchers and deliver some ideas to the society and related regulatory authorities.

TABLE OF CONTENTS
ACKNOWLEDGEMENT i
PREFACE ii
中文摘要 iii
ABSTRACT iv
LIST OF TABLES viii
LIST OF FIGURES ix
CHAPTER 1: RESEARCH OVERVIEW 1
1.0 Introduction 1
1.1 Background and Motivation of Study 1
1.2 Background of Malays, Chinese, Indians in Malaysia 3
1.3 Proposition of Study 5
1.4 Significance of Study 6
1.5 Structure of Study 7
1.6 Conclusion 8
CHAPTER 2: LITERATURE REVIEW 9
2.0 Introduction 9
2.1 Theoretical Review 10
2.1.1 Theory of Planned Behaviour (TPB) 10
2.1.2 Hofstede-Culture-Dimension Theory 12
2.2 Empirical Review 14
2.2.1 Green Consumption Intention 14
2.2.2 Social Influences and Green Products Attitudes 15
2.2.3 Environment Awareness and Green Products Attitudes 17
2.2.4 Price Sensitivity and Green Products Attitudes 19
2.2.5 Green products attitudes and Green Consumption Intentions 21
2.2.6 Culture Background (Malays, Chinese, Indian) and Green Consumption Attitudes 21
2.3 Research Framework and Hypothesis Development 26
2.4 Conclusion 27
CHAPTER 3: METHODOLOGY 28
3.0 Introduction 28
3.1 Research Design 29
3.1.1 Sampling Design 29
3.1.2 Target Population 30
3.1.3 Sampling Frame and Sampling Location 30
3.1.4 Sampling Element 30
3.1.5 Sampling Technique 31
3.1.6 Sampling Size 31
3.2 Data Collection Procedures 31
3.2.1 Self-Administered Questionnaire 32
3.2.2 Preliminary Works 32
3.2.3 Scale of Measurement 33
3.3 Proposed Data Analysis 37
3.3.1 Descriptive Analysis 37
3.3.2 Reliability Test 37
3.3.3 Validity Test 38
3.3.4 Inferential Analysis 38
3.4 Conclusion 39
CHAPTER 4: RESULTS 40
4.0 Introduction 40
4.1 Descriptive Analysis 40
4.1.1 Cognitive Analysis 40
4.1.2 Demographic Analysis 41
4.2 Reliability Test 43
4.3 Validity Test 45
4.4 Inferential Analysis 46
4.4.1 Linear Regression Analysis 46
4.4.2 Multi Group Analysis for Cultural Background 48
4.5 Summary of Statistical Analysis 53
4.5.1 Descriptive Analysis 53
4.5.2 Inferential Analysis 55
4.6 Conclusion 55
CHAPTER 5: CONCLUSION 56
5.0 Introduction 56
5.1 Discussion of Study 56
5.2 Implication of Study 58
5.3 Limitations and Recommendations of Study 59
5.4 Conclusion 60
REFERENCES 61
APPENDICES 74
APPENDIX I: Cognitive Analysis 74
APPENDIX II: Descriptive Analysis 74
APPENDIX III: Linear Regression Analysis Part 1 77
APPENDIX IV: Linear Regression Analysis Part 2 78
APPENDIX V: Multi Group Analysis of Cultural Background - Malays 79
APPENDIX VI: Multi Group Analysis of Cultural Background - Chinese 79
APPENDIX VII: Multi Group Analysis of Cultural Background – Indians 79


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