The Relationships among Idealism, Relativism and Conspicuous Consumption: The Mediating Role of Perceived Green Value

• Main Authors: LIN, LING-CHING, 林伶靜
• Other Authors: WEI, CHIH-HSIUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/dy78km

碩士 === 大葉大學 === 管理學院碩士在職專班 === 107 === The study aims to explore the relationships among idealism, relativism and conspicuous consumption and the relationship between perceived green value and conspicuous consumption. It further verifies the mediating effects of perceived green value among idealism, relativism and conspicuous consumption. In this study, consumers who are general residents were recruited as the research subjects. Through convenience sampling, a total of 460 questionnaires were sent out, and 407 valid questionnaires were retrieved. The valid response rate is 88%. The results showed that: (1) there is a significant positive relationship between idealism and perceived green value; (2) there is a significant positive relationship between perceived green value and conspicuous consumption; (3) perceived green value has mediating effects between idealism and conspicuous consumption. In the end of this study, management practices and recommendations are proposed.