| Summary: | 碩士 === 東海大學 === 工業工程與經營資訊學系 === 102 === In recent years, as the destruction to the environment has steadily led to the sustainable development concept, and as businesses and the general public are steadfastly focusing on the subject of global warming, “environmental conservation” has emerged to become a vital reference base to the consumers when making purchases. With mankind’s rising environmental protection awareness, many products on the market have turned to pursuing a focus on environmental conservancy, while many studies have also pointed out a rising sales volume on green products, a telltale sign that green products are poised to become a future trend.
The study, primarily building on a framework utilizing the theory of planned behavior as the theoretic basis, aims to explore consumers’ attitudes in purchasing green products, subjective norm, perceived behavioral control, and the correlation between purchasing motivation and purchasing act. The study also applies the theory of planned behavior and also develops a suitable framework to analyze the purchasing act’s impact factors and levels. The study primarily utilizes the questionnaire survey method to conduct surveys on consumers in Taiwan, and adopts SPSS, LISREL statistical software to conduct data analyses.
The study findings reveal that of the attitude constructs, besides role identification, the rest of psychological support, product characteristic and environmental awareness all appear to have a positive influence. Of the perceived behavioral control constructs, self-achievement and control power all appear to have a positive influence. In the overall constructs, the attitude, subjective norm, and perceived behavioral control appear to have a positive influence on behavior intention, while purchasing motivation appears to have a positive influence on the purchasing act.
|
|---|
