價值觀對中部大學生綠色品牌知識、態度及行為意圖之研究－以星巴克為例

Study of Sense of Value upon Knowledge, Attitude, Behavior Intention Towards Green Brand Among University Student in Central Taiwan – Illustrated with Starbucks

王冠為(WANG KUAN WEI)

指導教授 ： 呂佳茹

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2011年)

摘要

近年來隨著全球化的推動之下，環境破壞的情況越來越明顯，美國一項最新研究指出，未來四十年，要是人類不迅速改變，那麼全球為融冰而付出的經濟損失總量，將高達2.4兆到24兆美元之間，為了減輕人類對環境的破壞，於是推動綠色消費，也由於綠色消費興起，使得大部分的消費者也有購買綠色產品的趨勢。本研究以Ramsey and Rickon (1997)所提出的知識-態度-行為模式為理論基礎，並加入綠色品牌與價值觀中的集體主義及利他主義相關文獻發展本研究之研究。
本研究採問卷調查法，以中部四所大學生為研究對象，選擇「星巴克」綠色品牌為研究標的，共取得400份有效問卷。由問卷結果發現，(一)價值觀之集體主義與綠色品牌態度有正向顯著影響；(二)價值觀之集體主義與綠色品牌行為意圖有間接影響(三)價值觀之利他主義對綠色態度有正向顯著影響；(四)價值觀之利他主義對綠色品牌行為意圖有正向顯著影響；(五)綠色品牌知識與綠色品牌態度有正向顯著影響；(六)綠色品牌態度與綠色品牌行為意圖有正向顯著影響；(七)不同背景在不同構面上有顯著差異影響。

關鍵字

價值觀 ； 集體主義 ； 利他主義 ； 綠色品牌 ； 知識 ； 態度 ； 行為意圖

並列摘要

In recent years, the scenario of environmental destruction has turned more and more evident along with the facilitation of globalization. As indicated from a latest study of the States, if the mankind does not quickly make change in the coming forty years, the total of economic loss as of melting ice worldwide can reach as high as US$2.4 trillion to US$ trillion. In order to reduce the destruction to environment by mankind, green consumption has thus been facilitated; with the rise of green consumption, it has rendered most of the consumers to turn into the trend of purchasing green products. This study has based on the knowledge-attitude-behavior model put forth by Ramsey and Rickon (1997) as its theoretical foundation, with the addition of collectivism among green brand and sense of value and related literatures of altruism to develop the research of this study.

This study employs questionnaire survey, and has taken subjects of university students in central Taiwan for study, selecting the green brand “Starbucks” as its subject of study, with a total of 400 copies of valid questionnaires being collected. As learned from questionnaire results, it is found that: 1. collectivism of sense of value will render positive and prominent impact upon green brand; 2. collectivism of sense of value will render indirect impact upon behavior intention of green brand; 3. altruism of sense of value will render positive and prominent impact upon green attitude; 4. altruism of sense of value will render positive and prominent impact behavior intention of green brand; 5. consciousness of green brand will render positive and prominent impact upon attitude of green brand; 6. attitude of green brand will render positive and prominent impact upon behavior intention of green brand; 7. there is prominent impact of difference under diverse background and aspects.

並列關鍵字

Values ； Collectivism ； Altruism ； Green Brand ； Knowledge ； Attitude ； Behavior intention

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