| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 102 === Nowadays, the global environment has changed greatly due to the increase in the man-made greenhouse gas content caused by excessive consumption. Since the development of civilization, humans have encountered the challenges posed by global warming and extreme climate conditions, which are endangering the living environments of human beings. The green consumption behavior can promote the human economic activities to develop green production under the orientation of user demands and in a consumption-production economic cycle pattern. It can also turn the wasteful consumption model into a green consumption model which improves resources and efficiency and is also environmental. Based on related studies on green consumption and the social cognitive theory proposed by Bandura (1986) , this study focused on the interactions between the environment, individuals, and behaviors to develop a research framework and tool to discuss the factors of green consumption behaviors and the relationship between the environment, self-efficacy and behaviors for the consumers who value environmental protection.
This paper conducted a questionnaire survey, with the members of A Consumers Co-op in Tainan Branch as the respondents. A total of 320 questionnaires were distributed, with 307 valid copies. The survey results were analyzed with SPSS to obtain the following results:
1. The green consumption behaviors and its factors show significant difference among the members of Consumers Co-op A with different consumer attributes.
2. The tangible environment shows positive correlation towards the self-efficacy of the members’ green consumption.
3. The social network shows positive correlation towards the self-efficacy of the members’ green consumption.
4. The tangible environment shows positive correlation towards the green consumption behaviors.
5. The social network shows positive correlation towards the green consumption behaviors.
6. The self-efficacy of the green consumption shows positive correlation towards the members’ green consumption behaviors.
7. The outcome expectation of the green consumption shows positive correlation towards the members’ green consumption behaviors.
8. The green consumption behaviors will not be affected by the self-efficacy because of outcome expectations.
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