兩岸大學生生態購買行為之研究

A Study on Ecological Purchase Behavior of College Students in Taiwan and Mainland China

王議德(Yi-Te Wang)

指導教授 ： 李正文

中原大學/商學院/國際貿易研究所/碩士(2008年)

https://doi.org/10.6840/CYCU.2008.00048

摘要

近三十年以來，消費者環保意識高漲，起初，消費者一開始只對一些重大的環境問題產生興趣。之後隨著消費者開始意識到對環境的保護需要有更負責任的購買行為與企業的環境保護政策。所以消費者也慢慢體會到環境的保護不只是企業的責任也是消費者的責任。正如上述的觀點，綠色行銷將成為未來行銷的主流，而二十一世紀也將是綠色行銷主導市場的新世紀，在這波國際性的綠色消費風潮也正逐漸影響台灣與中國大陸的消費市場型態。

本研究主要探討中國大陸與台灣之大學生在各種心理因素（生態情感、生態認知、利他主義、社會影響、政府政策）對生態購買態度與購買經驗對生態購買意圖的影響，之後，再透過中間變數生態購買意圖檢定生態態度是否會影響其生態購買行為。為達到本研究之目的，提出概念模型並透過問卷調查的方式進行實證的驗證，採用結構方程模式進行分析。本研究也期望透過本研究實證的發現能幫助台灣、中國大陸政府及綠色行銷人員發展更適切的環境政策與行銷計畫。

本研究實證結果，中國大陸方面: (1)生態認知對生態購買態度有正向的影響。(2)社會影響對生態購買態度有正向的影響。(3)購買經驗對生態購買意圖有正向的影響。(4)生態購買態度傾向對生態購買意圖有正向的影響。(5)生態購買意圖對生態購買行為有正向的影響。在台灣方面: (1)生態認知對生態購買態度有正向的影響。(2)利他主義對生態購買態度有正向的影響。(3)社會影響對生態購買態度有正向的影響。(4)購買經驗對生態購買意圖有正向的影響。(5)生態購買態度對生態購買意圖有正向的影響。(6)生態購買意圖對生態購買行為有正向的影響。

關鍵字

生態購買 ； 生態消費綠色產品 ； 結構方程模式 ； 購買行為

並列摘要

In last three decades, concerns about the environment have increased. Initially, people were interested in discovering the main environment problems. Subsequently, consumers became aware of the need to mark more responsible purchases and looked to the institutions to behave in this way too. People are aware that environmental protection is not only the task of firms and institutions, but also their responsibility as consumers. Therefore, green marketing will become the mainstream of future marketing. This green trend has started to make its impact on the consumption decisions and behaviors of consumers in Taiwan and Mainland China.

This study examines the influence of various psychological factors (affection, cognitive, altruism, social influence, government policy) on ecological purchase behavior and purchase experience influence of ecological purchases intention of college students in Taiwan and mainland China. Then, attitudes toward ecological purchases, in turn, are also seen to affect ecological purchase behavior via the mediator of ecological purchases intention. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a questionnaire survey. Then, we use Structural Equation Modeling (SEM) confirm various psychological factors on ecological purchase behavior of Taiwanese and mainland Chinese college students. The study hope that the present findings may help the Taiwanese, mainland Chinese government and green marketers to fine-turn their environmental programs.

The study results: In mainland china aspect, (1) Ecological cognitive positively influences attitudes toward ecological purchases.(2) Social influence positively influences attitudes toward ecological purchases.(3) Purchase experience positively influences ecological purchases intention. (4) Attitudes toward ecological purchases positively influences ecological purchases intention. (5) Ecological purchases intention positively influences ecological purchases behavior. In Taiwan aspect, (1) Ecological cognitive positively influences attitudes toward ecological purchases. (2)Altruism positively influences attitudes toward ecological purchases. (3) Social influence positively influences attitudes toward ecological purchases. (4) Purchase experience positively influences ecological purchases intention. (5) Attitudes toward green purchases positively influences ecological purchases intention. (6) Ecological purchases intention positively influences ecological purchases behavior.

並列關鍵字

Green product ； Ecological purchase ； Structural Equation Modeling (SEM) ； Ecological consumption ； Purchase behavior

參考文獻

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