An Analysis of Purchase Intention of Green Product: Combining TAM and TPB Model

• Main Authors: Chih-Ping Kuan, 管治平
• Other Authors: Tzu-En Lu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/70260689505014878053

碩士 === 健行科技大學 === 國際企業經營系碩士班 === 103 === Environmental protection has changed from just an idea to an urgent matter that all parties, such as government, firms, and consumers, cannot ignore any more. More and more people are showing heightened awareness of environmental issues, and being environmentally conscious is becoming main stream in our society. The study use Theory of Planned Behavior （TPB） and Technology Acceptance Model （TAM） as the theoretical models to explore the factors which influence consumers’ purchase intention on green products. Out of 350 questionnaires sent to the common consumers in Taiwan, 300 valid questionnaires were returned with a collection rate of 85.71%. The major findings of this study were stated as below. 1. Perceived behavioral control and altruism displayed significant positive influence on purchase intention. 2. Perceived usefulness and altruism displayed significant positive influence on attitude towards behavior. 3. Egoism had a significant negative effect on attitude towards behavior. 4. Egoism had a significant negative effect on purchase intention.