本研究探討環保情感承諾對綠色購買意願的影響,以綠色滿意度及綠色認知價值為中介變數,根據過去的相關文獻,設計出四個構面的問卷題項。首先以曾購買過綠色產品的消費者為受測對象,再依據電話簿資料,隨機郵寄紙本問卷,進行資料的蒐集,使用505份問卷進行分析,最後再以迴歸方程式分析方法進行研究假說檢測,據以產生理論及實務的結論與建議。 本研究結果發現:(1) 環保情感承諾會正向影響綠色購買意願。 (2) 環保情感承諾會正向影響綠色滿意度。 (3) 環保情感承諾會正向影響綠色認知價值。 (4)綠色滿意度會正向影響綠色購買意願。(5) 綠色認知價值會正向影響綠色購買意願。綠色滿意度與綠色認知價值在環保情感承諾對綠色購買意願的影響中,有部分中介效果。
This study investigated the environmental emotional engagement to influence green purchase intention, green satisfaction and environmental perceived value as a mediator, based on past literature, designed four facets of questionnaire items. Start shopping for green products to consumers as the subjects, according to the phone book data, random hard copies mailed questionnaires for data collection, there were 505 questionnaires, and finally to regression analysis methods hypothesis testing, theory and practice to produce of conclusions and recommendations. The results show that environmental emotional engagement would positively affect green satisfaction, green purchase intention and environmental perceived value. Green satisfaction and environmental perceived value in the environmental emotional engagement impact on green purchase intent, partially mediating effects.