本論文主旨在於探討影響綠色消費態度與意圖之各種文化與心理因素,為達成此目的,本研究提出概念模式,並以問卷調查進行實證研究,最後採用結構方程模式作為分析工具,進行衡量模式與因果模式之適配性驗證,並檢定所探討之各項研究假設。研究結果顯示: 一、文化價值(人與自然和諧、知覺規範性)對綠色消費有正向的影 響,而綠色消費態度對意圖有正向的影響,符合價值–態度–意圖之理論。 二、各因子中以知覺重要性對綠色消費態度的影響最為顯著,而知覺重要性會受到知覺嚴重性和知覺價值的影響,且為正向的影響關係。此外,生態情感對綠色消費態度有正向的影響。 三、生態知識與利他主義對綠色消費態度影響皆不顯著,而生態承諾、知覺價值對於綠色消費意圖有正向的影響。 最後,本研究依據研究結果與結論進行討論,進而提出後續相關研究與管理建議。
During the recent decades, consumers have awaked to the danger about deterioration of earth’s environment. The problem with the depletion of ozone layer is already familiar, yet this problem is only one of many others which are affecting the environment which people live in. As a result, consumers are becoming more interested in purchasing environmentally friendly products, and marketers are delivering more green products. This study examines the influence of various cultural and psychological factors on both attitudes toward green purchase and green purchase intention. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a questionnaire survey. The survey results provide reasonable support for validity of proposed model. Then, the method of structural equation modeling was employed to confirm the fitness of the research model and the cause-effect relationships among the variables. The results confirm the influence of the subjects’ ecological affect, man-natural orientation, perceived normalization, perceived importance, on their attitudes toward green consumption. Among these variables, perceived severity and perceived value are positively related to perceived importance. Additionally, attitudes toward green consumption, ecological commitment and perceived value have positive influence on green consumption intention. However, altruism and ecological knowledge have positive effect on attitude toward green consumption, but are not statistically significant. Finally, the managerial implications of adopting environmentally-based marketing programs and concerns relevant to future research in this area are also addressed.