本研究目的在瞭解消費者其綠色產品的知覺價值、綠色消費行為認知、綠色消費態度三者分別對綠色消費意圖及綠色消費行為之影響,及其中介效果。 現今有關環境行為之研究,多以Hines, Hungerford, & Tomera (1986-87)所提之環境行為模式為依據。經參酌其它相關文獻,本研究問卷量表共分為五大部分:1.知覺綠色產品價值量表、2.綠色消費行為認知量表、3.綠色消費態度量表、4.綠色消費意圖量表、5.綠色消費行為量表。以全台(北、中、南、東及離(外)島地區)各賣場之1,068位消費者為受試對象,採敘述性統計分析、t檢定、單因子變異數分析、驗證性因素分析以及結構方程模式等統計方法進行統計資料分析,藉以檢視不同背景之受訪者於各構面之間的差異性,以及驗證並瞭解其履行綠色消費行為之關鍵因素為何。 實證分析結果,本研究證實除了綠色消費行為認知對綠色消費行為會有負向影響之外,其餘之關係皆呈現顯著且正向的影響關係,而且三者亦會透過綠色消費意圖之中介效果來影響綠色消費行為。根據上述,希望據以提供給業者有效的行銷策略,並提出政府對於未來實施相關綠色政策或法令之建議。
This study is to understand how consumers’ green consumption intention and their behavior are affected by green product perceived value, behavioral cognition and attitude. The green consumption intention is also the intermediary influence of behavior. After reviewing the references of environmental behavior, most of the research is based on the theorem “environmental behavior (Hines, Hungerford, & Tomera, 1986-87)”. Then, deliberates other related literatures, this questionnaire includes above five parts. There are 1,068 consumers selected from supermarkets in Taiwan. We also use descriptive statistics, t-test analysis and one-way ANOVA to inspect significantly difference that between participants of the different background with each research variable; use confirmatory factor analysis and structural equation modeling to confirm and investigate what the factors are for consumers to fulfill green consumption behavior. The result of this study finds the negative affection of green consumption behavior on green consumer behavior cognition, and positive affection of other influences. Based on above result, we hope to provide enterprises the effective marketing strategies, and will propose the suggestions for government regarding the implementation related to green policies or laws in the future.