環境態度對綠色購買意願影響之研究－以綠色信任為干擾變項

The Influence of Environmental Attitude on Green Purchase Intention-Green Trust as a Moderator

劉佩如(P. J. Liu) ； 楊濱燦(B. T. Yang)

《紡織綜合研究期刊》 31卷1期 (2021/01) Pp. 122-133

https://doi.org/10.6439/TTRJ.202101_31(1).0010

摘要

近年來，氣候異常、生物多樣性大量流失等各類自然環境問題層出不窮，地球生態系統正面臨前所未有的危機。經濟與生態間如何取得平衡的永續環保議題成為全球關注焦點，也是企業界急迫學習的課題。本研究目的在探討環境態度與綠色購買意願兩變項間之關係；再者，以綠色信任為干擾變項，進一步釐清變項間之關係型式。本研究透過問卷方式，於大台北地區之H&M設點之門市與百貨專櫃為範圍進行便利抽樣，發放予現場購物之消費者進行填答。總共發放510份問卷，有效問卷為356份，有效回收率則為69.8%。研究結果發現，環境態度對綠色購買意願呈正向顯著影響。而綠色信任則對於環境態度與綠色購買意願間呈現顯著干擾效果；其中，在高綠色信任情況下，環境態度與綠色購買意願之間呈顯著正向關係，而在低綠色信任情況下，環境態度與綠色購買意願之間則無顯著相關。

關鍵字

環境態度 ； 綠色購買意願 ； 綠色信任

並列摘要

In recent years, various environmental problems such as climate change and large loss of biodiversity emerged. The ecosystem is facing unprecedented crisis. Sustainability to be global focus issue, and learn urgently for each industries. The purpose of this research was to investigate the relationship among environmental attitude, green trust and green purchase intention. Specifically, it is suggested that green trust exerts influence on green purchase intention. A survey was conducted on a sample of 510 respondents who visited H&M's stores and counters in Taipei City and New Taipei City. Results showed that environmental attitude has significant positive effect on green purchase intention. In addition, green trust was a significant moderator between environmental attitude and green purchase intention. Moreover, high green trust has positive moderating effect on the relationship between environmental attitude and green purchase intention. In addition, low green trust has no moderating effect on the relationship between environmental attitude and green purchase intention.

並列關鍵字

Environmental attitude ； green purchase intention ； green trust