dc.description.abstract |
This study addressed the question of how the effect of consumer values,moral intensity, moral judgment, and green product purchase intention is moderated by adjusting variables. In order to answer this question, this study employed hierarchical linear modeling to analyze the moderating effects of consumption value, moral intensity, moral judgment. This study selected the consumer who has fixed income monthly to be the subjects of research. 450 questionnaires were distributed in total, and among the 408 samples retrieved, 226 samples were valid, forming the valid response rate of 55.39%.
The content of this research can be divided into three parts. First, I explored how moral intensity and moral judgment affect green product purchase intention.Next, I discussed how consumer values affects moral intensity and moral judgmevt.Last, I discussed how the effect of consumer values,moral intensity, moral judgment is moderated by brand equity. It was found that moral intensity and moral judgment have positive effect on green product purchase intention.Conditional value has positive effect on moral intensity.Social value, Conditional value, Environment Value, and Knowledge value have positive effect on moral judgment. In addition,brand equity moderates the effects of conditional value on moral intensity, social value on moral judgment, and knowledge on moral judgment.
The contributions of this research were as follows. First, I explored how moral intensity and moral judgment affect green product purchase intention from the moral point。Second, I discussed the relationship with consumption value, moral intensity, moral judgment. Third, this study employed hierarchical linear modeling and use brand equity as adjusting variables.In order to explore the relationship with consumption value, moral intensity, moral judgment, and green product purchase intention accurately. | en_US |