消費者購買綠色產品的決定因素-以解構計畫行為理論之應用

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。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。由此可見，綠色產品將成為未來的趨勢。本研究之架構主要以解構計畫行為理論為基礎，從消費者觀點來探討，在購買綠色產品時消費者所重視的因素。本研究共回收212份有效問卷，有效問卷之回收率為99%。採用結構方程模型進行相關分析與假設驗證。研究結果顯示，態度構面:利己對態度沒有顯著影響；利他對態度有顯著正向影響。主觀規範構面:同儕影響對主觀規範有顯著正向影響；媒體報導對主觀規範有顯著正向影響。知覺行為控制:自我效能對知覺行為控制有顯著正向影響；便利狀態對知覺行為控制有顯著正向影響。整體構面中，態度、主觀規範以及知覺行為控制對行為意向有顯著正向影響。

關鍵字

解構式計畫行為理論；綠色產品；結構方程模式

並列摘要

Because of the past industry vigorous development, and Countries to pursue rapid economic development and performance ,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. In 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. It can be seen that green products are poised to become a future trend. The study, primarily building on a framework utilizing the decomposed theory of planned behavior as the theoretic basis, To explore from a consumer point of view, consumers in the purchase green products are important factors. A total of 212 valid copies of the questionnaires were collected which were collected with 99% return rate. Structural equation model (SEM) was employed to analyze the data and verify hypotheses. The study findings reveal that of the attitude constructs: Consumers’ Egoism has no significant effect on Attitudes; Consumers’ Altruism has a significant positive effect on Attitudes. Of the subject norms constructs: Peer Influence has a significant positive effect on subject norms; Media Influence has a significant positive effect on subject norms. Of the perceived behavioral control constructs: Self-efficacy has a significant positive effect on perceived behavioral control; Facilitating Conditions has a significant positive effect on perceived behavioral control. In the overall constructs, the attitude, subjective norm, and perceived behavioral control appear to have a positive influence on behavior intention

並列關鍵字

SEM ； DTPB ； Green Product

參考文獻

陳永南(2008），「消費者於有機棉產品的認知、動機對購買意願之影響」，國立中央大學碩士論文。

REFERENCES ( English )

Ajzen, I. (1991). Theory of planned behavior. Organization Behavior and Human Decision Process, Vol. 50, pp. 179-211.

Ajzen, I., and T.J. Madden (1985), Prediction of Goal-Directed Behavior: Attitudes, Intentions, and Perceived Behavioral Control. Journal of Experimental Social Psychology, 22, pp. 453-474.7.

Anita Yadavallia, Keithly Jonesa, 1 (2014). Does media influence consumer demand? The case of lean finely textured beef in the United States. pp 219–227

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消費者購買綠色產品的決定因素-以解構計畫行為理論之應用

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