消費態度與綠色消費者行爲因果關係之實證研究

An Empirical Study of the Causal Relationship between Consumption Attitude and Green Consumer Behavior

魏文欽(Wen-Chin Wei) ； 柯玉鳳(Yu-Feng Ko)

《International Journal of Lisrel》 1卷1期 (2008/03) Pp. 23-42

https://doi.org/10.30063/IJL.200803.0002

摘要

近幾年來，消費者意識高漲，綠色消費已成為世界趨勢，各國政府與企業有許多行銷方式來做環保概念與綠色產品的推廣。因此，惟有生產者進行綠色生產、消費者進行綠色消費、民間團體協助政府機構推動相關政策與法令，如此一來，社會整體的努力方能使社會朝向永續發展的方向。
本研究以18歲以上之民眾作為研究對象，資料分析方法採敘述統計分析、信度分析、因素分析、及LISREL線性結構模式，由消費者的觀點來深入了解履行綠色消費行為之關鍵因素為何，進而探討如何積極改善，以供日後政府、企業及消費者於綠色宣導、教育、產品行銷推廣上的瞭解與參考。

關鍵字

消費態度 ； 綠色消費 ； 知覺價值 ； 綠色產品

並列摘要

In recent years, the consumers realize that Green Marketing is a trend of the world. There are many ways of marketing to promote environmental protection and green products for governments and enterprises. Under these conditions of producting and consuming the green product, the sensitive associations' assisting the government apparatus correlation policy and the law, it is the method for the society continuing forever the management development.
The subjects of this research include the consumers who are above 18 years old. This study adopted descriptive analysis, correlation analysis, factor analysis, and LISREL as the statistic tools. This study tried to understand in depth that the key factor of degree of implement for green consumer behavior in consumers, and then discuss how to improve. It provides a comprehension and reference for publicizing, educating and promoting the green product s for governments, enterprises and consumers.
Based on the analysis of questionnaire responses, the research fin dings are summarized as follows:
(1) In the direct effect part: the causality of green consumer behavior to the value has not been supported; consciousness value and consumption attitude to green consumer behavior has been significantly supported.
(2) In the indirect effects part: value and consciousness value quality through consumption attitude significantly influence green consumer behavior.

並列關鍵字

consumption attitude ； green consumption ； consciousness value ； green product