| Summary: | 碩士 === 長榮大學 === 企業管理研究所 === 97 === 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.
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