消費者自行攜帶購物袋的行為意圖之研究

A Study of Consumers’ Behavioral Intentions to Bring their Own Shopping Bags

周沁嫻(Ching Hsien Chou)

指導教授 ： 張勝雄

淡江大學/商管學院/國際企業學系碩士班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00166

摘要

隨著環境問題的關注越來越多，綠色行變得廣泛推廣。本研究的目的是探討消費者對於自己攜帶購物袋的行為意圖。 運用Hunt & Vitell (1986)的行銷倫理通論及Ajzen (1985) 的計畫行為理論來研究消費者是因為何因素而影響攜帶購物袋的行為。 本研究提出一個架構模型並通過601份問卷的證實。 經過樣本分析後，發現個人的道義評論價及一部分目的評論價是影響態度、主觀規範及行為控制知覺的因素，而這會直接影響行為意圖。 另外，本研究提供了新觀點是運用道德和計劃行為理論來解釋其中一種的綠色消費行為。 本研究的結果可以為政府提供一個增加綠色行為更有效的政策。

關鍵字

行銷倫理通論 ； 計畫行為理論 ； 綠色消費 ； 消費者行為

並列摘要

As the concern of environmental issue is increasing, the act of conservation and green behavior has been widely promoted. This study aims to examine consumers’ intentions to bring their own shopping bags when grocery shopping (called “BYOB”). Influencing factors in regard to BYOB intention were derived from the General Theory of Marketing Ethics and the Theory of Planned Behavior literature. A model has been proposed and validated using surveys of 601 consumers. The findings suggested that deontological and partial of teleological evaluations were related to attitude, subjective norm, and perceived behavioral control. Additionally, this study contributes in providing insights for applying general ethics and theory of planned behavior to explain green consumer behavior. The results of this study provide governments with a more effective policy to increase green behaviors. Implications and research limitations are discussed at the end.

並列關鍵字

General Ethics ； Theory of Planned Behavior ； Green consumption ； Consumer behavior

參考文獻

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