以三元互動觀點探討消費者購買綠色產品行為

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/59974

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Title:	以三元互動觀點探討消費者購買綠色產品行為
Authors:	胡謦宇;Hu,Ching-yu
Contributors:	企業管理學系
Keywords:	三元互動觀點;綠色產品購買行為;環境資訊;結果預期;自我彰顯
Date:	2013-06-25
Issue Date:	2013-07-10 11:53:40 (UTC+8)
Publisher:	國立中央大學
Abstract:	各國為減低產品製造過程對環境的污染，而朝向生產對環境友善之綠色產品，鼓勵消費者選擇節能減碳的產品從而帶動生產者生產綠色產品的方式，使環保與產業發展兼顧。本研究主要針對一般消費大眾進行問卷調查，以三元互動觀點為基礎探討消費者綠色產品購買行為，透過個人、行為、環境三構面深入分析影響消費者購買行為之影響因素，採取網路問卷進行調查並回收392份有效問卷，以階層線性模式與迴歸分析方法進行驗證。研究結果顯示探討影響消費者購買綠色產品因素中，環境構面中的環境資訊對於自我效能及購買意圖具有正向的顯著影響關係；而個人構面以自我彰顯及結果預期對於購買意圖具有間接及直接之影響關係；在行為構面以環境資訊及結果預期對於購買意圖具有正向的影響關係。本研究透過實證顯示影響綠色產品購買行為的因素環環相扣，證實以三元互動觀點建置環境、個人、行為間的因果關係研究框架具有一定解釋能力。 In order to minimize the pollution of the product manufacturing process, while countries toward to produce green products and encourage consumers to select the energy-saving and carbon reduction products, so that make the environment protection and industry development to be balance. In this study, the questionnaire conducted by general consumers. According to the point of Triadic Reciprocally - personal, behavioral, environmental to analysis the impact of factors which influence consumer behaviors. Therefore, provide recommendations of green products promotion to industries. This study collects 392valid responses by using internet and paper questionnaire survey. Using the hierarchical linear modeling and regression analysis methods to measurement model has good reliability and validity. The empirical results showed that (1) for the environmental dimension, environmental information on self-efficacy and purchase intention has significant positive impact (2) for personal dimension, self-enhancement and outcome expectation have indirect and direct significant positive impact to purchase intention (3) for behavioral dimensions, environmental information and outcome expectation have a positive effect for purchase intention. Through the relationship between the environmental, personal, behavior, these factors affecting the green purchase behavior shows a chain with the explanatory power of the research framework of Triadic Reciprocally.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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