綠色產品購買態度與意願之研究

A Study of Green Purchase Attitude and Intention

葉秀雯(Show-Wen Ya)

指導教授 ： 沈慶龍

國立屏東科技大學/管理學院/企業管理系所/碩士(2012年)

https://doi.org/10.6346/NPUST.2012.00216

摘要

摘要
學號：M9958026
論文名稱：綠色產品購買態度與意願之研究 總頁數：203
學校名稱：國立屏東科技大學 系(所)別：企業管理研究系
畢業時間及摘要別：一百學年度第二學期碩士學位論文摘要
研究生：葉秀雯 指導教授：沈慶龍博士
論文摘要內容：
因過去工業的蓬勃發展，導致地球生態環境日益嚴重地被破壞，以及地球資源逐漸的枯竭，世界各地也開始意識到環境保護的問題，自1960年來消費者自覺開始萌芽，到近年來消費者環保意識高漲，綠色消費逐漸受到政府、企業與消費者所重視，消費者不僅對產品品質的重視外，也開始注意產品對環境所帶來的影響。因此本研究進一步探討知覺環境知識、綠色消費認知、新環境典範及懷疑論對綠色產品購買態度之關連性，並探討綠色購買態度與綠色購買意願之連結，以試圖找出完整的思考脈絡。
本研究選擇南部地區之連鎖大賣場及3C連鎖量販店共5間之消費者作為本研究調查對象，共發出525份問卷，回收404份有效問卷，有效問卷回收率是77%。另外，本研究使用線性結構方程模式（SEM）、Anova分析及T-test來進行實證並驗證本研究所提出之各項假設。
研究結論發現：(1)綠色產品購買態度對綠色產品購買意願有顯著正向影響。(2)知覺環境知識對綠色產品購買態度有顯著正向影響。(3)綠色消費認知對綠色產品購買態度有顯著正向影響。(4)新環境典範對綠色產品購買態度有顯著正向影響。(5)懷疑論對綠色產品購買態度有顯著負向影響。(6) 消費者人口統計變項對各變數之間有部分顯著差異存在。本研究除了提供學術的理論驗證外，並提出實務上的建議。

關鍵字：綠色產品、知覺環境知識、綠色消費認知、新環境典範、
懷疑論

關鍵字

綠色產品 ； 知覺環境知識 ； 綠色消費認知 ； 新環境典範 ； 懷疑論

並列摘要

Abstract
Student ID：M9958026
Title of thesis：A Study Of Green Purchses Attitude And Intention
Total page：203
Name of Institute：Department of Business Administration, National Ping tung University of Science and Technology
Graduate date：July,2012 Degree Conferred：Master
Name of student：Show-Wen Ya Adviser：Ching-Lung Shen Ph.D.
The contents of abstract in this thesis：
Because of the past industry vigorous development, caused the Earth ecological environment seriously to destroy day by day, as well as earth resource gradual drying up, the various countries also started to realize the environmental protection the question, and the consumer on own initiative started the seed from 1960, to recent years consumer environmental protection consciousness surging upward, the green marketing gradually received the governments,consumer and the merchant takes, consumer besides to product quality value, also started to pay attention to the product to the environment influence, This study investigates the influence of various Environment, consumer’s characteristics and Personal factors on the green purchase intention of Taiwan consumers. Therefore, this study integrated these factors including Perceivedenvironmental knowledge, Green consumption cognition, New environmental paradigm , Skepticism. to discuss the relationships among these factors and green purchase attitudes. In addition, this study discusses the relationships among green purchase attitudes and green purchase intention. This study attempted to build up the research framework.
The research sampleschose grand shopping malls and 3C chain stores. I provide525 copies of questionnaires, 404 effective copies are retrieved and effective is 77%.And then, we utilize SEM as analysis tools. Generally, the model fit is acceptable.
After we use SEM to analyze, we discover the conclusions of this research indicate that;(1)Green purchase attitudes have a positive impact on green purchase intention.(2)Perceivedenvironmental knowledge has a positive impact on green purchase attitudes.(3)Green consumption cognitionhas a positive impact on green purchase attitudes. (4)New environmental paradigm has a positive impact on green purchase attitudes.(5)Skepticism has a negative impact on green purchase attitudes. (6) The demographic characteristics have apparent differencebetween all variables.Based on the research results, research and practical implications are addressed.

Key Words:Green products,Perceivedenvironmental knowledge, Green consumption cognition,New environmental paradigm, Skepticism.

並列關鍵字

Green products ； Perceivedenvironmental knowledge ； Green consumption cognition ； New environmental paradigm ； Skepticism

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