環境知識、社會規範與態度對綠色產品知覺價值與購買意願之影響研究 : 以再生紙為例

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Title:	環境知識、社會規範與態度對綠色產品知覺價值與購買意願之影響研究 : 以再生紙為例
Other Titles:	Knowledge of the environment, social norms and attitudes for green products perceived value and purchase intentions study : case study on recycled paper
Authors:	謝曜昇;Hsieh, Yao-Sheng
Contributors:	淡江大學管理科學學系企業經營碩士在職專班牛涵錚
Keywords:	環境知識;個人態度;購買意願;綠色消費;綠色產品;Knowledge of the environment;green consumption;Green Products
Date:	2013
Issue Date:	2014-01-23 13:58:27 (UTC+8)
Abstract:	近年來消費者對綠色產品的接受度逐漸重視，綠色消費儼然已成為新的消費趨勢。於是在購買綠色產品時，消費者亦將對環境有善以外的屬性列入消費時的考慮重點，如本身的環境知識、環境態度及社會規範、知覺價值等，這些因素亦是造成綠色產品在市場占有率上所碰到的瓶頸。本研究主要是探討影響消費者對綠色消費的關聯性，並以台灣地區60歲以下具有消費能力之消費者為研究對象，採便利抽樣，有效回收量表為443份。透過信度分析各構面之Cronbach’ sα值皆在0.7以上，並運用敍述性統計、皮爾森相關分析、迴歸分析等方法進行資料分析。分析結果發現，無論受訪者年齡族群為何，皆認為環境知識為影響綠色消費的重要基礎，再透過綠色產品認知之將受訪者分類後，發現具綠色認知之消費者在綠色消費意向之各項平均得分皆高於不具綠色認知之消費者。因此，可以簡單推論，當消費者對綠色產品有所了解時，其對綠色產品所抱持的意向是較正面。 In recent years, consumer acceptance of green products increasing emphasis on green consumption seems to have become the new consumer trends. So inthe purchaseof green products, there are good for the environment outside theproperty included a major consideration when consumption, such as product prices, product design, product features, these factors also contribute to green products in the market share bottlenecks encountered. This study is to investigate the influence consumers'' association of green consumption, and in Taiwan 60 years of age have the spending power of consumers for the study, convenience sampling, effective recovery of scale to 443 copies. Throughreliability analysis of various dimensions Chonbach ''sα values were above 0.7, and the use of descriptive statistics, regression analysis, confirmatory factor analysis, Pearson correlation analysis and other methods for data analysis. The results found that, regardless of what age group of respondents, all that knowledge of the environment as an important basis for affecting green consumption, and through awareness of green products will classify respondents, found a green consumer awareness of green consumption intentions of each items were higher than the average score of the consumer does not have green awareness. Therefore, you can simply infer that when consumers understand for green products, it is hold on the intention of the green products are more positive.
Appears in Collections:	[Department of Management Sciences] Thesis

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