| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 96 === Globally, increasing concerns about the environment are prompting. Some of them consider “green electricity”- that is, electricity that has been generated by more environmentally sustainable means (for example, solar power or wind power).
By reviewing relevant literatures, many articles talked about the characteristics of those who would pay higher premiums for green electricity or talked about the demographic and psychographic variables that influence individuals’ environmental attitude. What about the level of intention of green electricity adoption in Taiwan? It is found that this issue is lack of attention, and that’s why the study tries to find.
The major objectives of this research have been to investigate whether innovative characteristics would influence the relationship between ecologically conscious consumer behavior (ECCB) and the intention of green electricity adoption and to develop a comprehensive research framework for governments and enterprises for bringing innovative green products onto the market.
Our result shows that ECCB is found to be a significant factor in affecting the intention of adoption of green electricity. Also, innovative characteristics are found to have moderating effect on the relationship between ECCB and adoption intention. Individuals who are independent judging, the moderating influence has a bigger positive effect than that of futuristic adopters.
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