- 學位論文
環保意識、綠色消費行為意圖與綠色消費行為 之相關研究─誘因機制的干擾效果
A Study on the Relationships among Environmental Protection Consciousness, Green Consumption Intention and Green Consumption Behavior: An Examination of Motivation Crowding Effect
摘要
環境議題，已逐漸為各國所重視並也積極推動各項綠色消費運動，因為環境遭受破壞，並非一朝一夕即可恢復原貌。以台灣來說，周休二日、樂活主義、親子日等等的觀念，讓旅遊也蔚為風潮。為此旅館業者也提出響應環保的相關措施。 本研究發放了400份正式問卷，19份無效問卷，回收381份有效問卷，有效回收率為95.25%。來分析環保意識與綠色消費行為意圖之間是否會因為誘因機制的干擾而改變綠色消費行為的想法，再以SPSS19統計軟體進行統計分析，並採用簡單線性迴歸、獨立樣本T檢定、單因子變異數分析及雙因子變異數分析驗證研究假說及檢定干擾效果是否存在。本研究發現環保意識對綠色消費行為意圖呈現正向影響。而不同環保意識的消費者對綠色消費行為意圖有顯著差異。現金優惠折扣的誘因機制對於環保意識與綠色消費行為意圖之間並無顯著的影響效果。不同環保意識的消費者之綠色消費行為意圖差異，不會隨現金優惠折扣的誘因機制的使用而有所不同。環保替代方案的誘因機制對於環保意識與綠色消費行為意圖之間不具有正向強化效果。不同環保意識的消費者之綠色消費行為意圖差異，不會隨環保替代方案的誘因機制的使用而有所不同，呈現無差異。最後綠色消費行為意圖對綠色消費行為呈現正向影響。
並列摘要
Issues on environment protection have become increasingly important and people nowadays are more concerned about the quality of life. Quality often matters more than quantity. This study empirically explores the relationships among environmental protection consciousness, green consumption intention and green consumption behavior. A questionnaire survey was conducted to fulfill this purpose using a sample of 381 effective questionnaires gathered from hotel guests at Tainan. The analyses of statistics such as independent-samples t test, one-way ANOVA, regression analysis and SEM were used to analyze the data, with the software of AMOS and PASW Statistics. Moreover, motivation crowding effect suggests that external money intervention weakens the intrinsic motivation. The study also examines whether the motivation crowding effect actually occurs when consumers try to stay environmentally friendly. Finally, implications and future research suggestions are discussed.Research results show that environmental protection consciousness has a significantly positive effect on green consumption intention and then green consumption intention is positively related to green consumption behavior. People with higher environmental consciousness are more likely to intend engaging in green consumption. Cash discount incentives have no effect on the choice of hotel guests to reuse their bed sheet or towels. Similarly, environmental protective alternatives are not great incentives for hotel guests to maintain their environmentally friendly behaviors.