| Summary: | 碩士 === 國立中央大學 === 資訊管理研究所 === 99 === In recent years, people gradually feel the environmental backlash and rise awareness of environmental protection day by day. They begin to understand that their purchasing behavior have affect the earth and start to paying attention to protecting the environment. So in order to achieve the goal of sustainable development, green consumption has become a worldwide trend.
Purpose of this study is to understand people''s values, environmental knowledge, and social norm how to affect attitudes of consumers'' personal consequences and environmental consequences, and personal consequences and environmental consequences how to affect purchase intention of environmentally friendly battery.
In this study, we choose the general public in Taiwan as the research object and use questionnaire survey research methods to collect sample. This research results are as follows. First, attitudes of environmental consequences and personal consequences both are positively related to purchase intention of environmentally friendly battery. Second, the self-enhancement value orientation is positively related to personal consequences. Third, the self-transcendence value orientation is positively related to environmental consequence and personal consequences. Fourth, the conservation value orientation is not positively related to environmental consequences and personal consequences. Fifth, social norm is positively related to environmental consequence, personal consequences, and purchase intention of environmentally friendly battery. Sixth, environmental knowledge is positively related to attitude of personal consequences.
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