| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 107 === In recent years, green-related issues are flourishing. From promoting green consumption to green investment recently, “green” is no longer just a slogan, but has become one of the key factors that the public will put into consideration for their behavior. According to the Global Sustainable Investment Alliance (GSIA), sustainable investing assets in global markets had achieved $30.7 trillion in 2018, with a growth rate of 34%, compared with 2016, indicating that global investors are more regarding sustainable issues. In Taiwan, in addition to increasing attention to whether companies have fulfilled corporate social responsibility (CSR), green bonds and green fundraising cases as well have become emerging investment targets. However, the relevant researches for investors’ behavior is relatively lack of as more and more green investment products appear in the market. Thus, this research attempts to use the ELM, social and environmental incentives, financial incentives, and environmental beliefs to explain the key factors that may affect investors' intentions on green investment.
This research used scenario-based questionnaires to investigate the investment intentions of working population in Taiwan on green fundraising products. The research discovered：(1) Attitude mediates the positive relationship between argument quality and investment intention. (2) Attitude mediates the positive relationship between source credibility and investment intention. (3) Financial incentives negatively moderates relationship between argument quality and attitude, such that the relationship is weaker when financial incentive is stronger. (4) Environmental belief negatively moderates relationship between source credibility and attitude, such that the relationship is weaker when environmental belief is stronger.
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