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研究生: 許玲禕
Ling-I Hsu
論文名稱: 綠色行銷因子下新世代的綠色消費意願
Analysis of Green Purchase Intention among Taiwan Young Generation under Green Marketing Factors
指導教授: 施正屏
Shih, Cheng-Ping
學位類別: 碩士
Master
系所名稱: 國際人力資源發展研究所
Graduate Institute of International Human Resource Developmemt
論文出版年: 2012
畢業學年度: 100
語文別: 英文
論文頁數: 120
中文關鍵詞: Product-related information acquisitionConsumer perceived valueGreen purchase attitudeGreen purchase intention
英文關鍵詞: Product-related information acquisition, consumer perceived value, green purchase attitude, green purchase intention
論文種類: 學術論文
相關次數: 點閱:191下載:0
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  • The impact of all kinds of environmental problems and energy crisis alarms the world. As a citizen of the global village, any corporation in Taiwan has the duty to take its own social responsibility to help mitigating the environmental and societal problem while striving for the financial performance. Therefore the concept of “sustainable development” is brought out while design and produce new products.
    To investigate how to raise the intention of young generation in green consumption and the difference between Non-profit organizations and For-profit organizations, we combine psychology and marketing concept to propose a new conceptual framework for green consumption. To do so, we choose Tzu Chi’s recycled POLO shirts as the green product provided by Non-profit organization (NPO) and Timberland’s recycled POLO shirts as the green product provided by For-profit organization (FPO) to be our objects and postulate respective hypotheses. A hypothetical model is established to analyze these constructs and their correlations in the proposed conceptual frameworks.
    For the research findings, firstly, multiple regression results proved consumer perceived values variables and green purchase attitude variables have significant effect on green purchase intention for green products provided by Non-profit organization. On the other side, product-related information acquisition variables and consumer perceived value variables have significant effect on green purchase intention for green products provided by For-profit organization. The outcomes discovered the characteristics of Taiwan environmental organizations and pointed out room for the industry’s improvement. Secondly, PLS analysis pointed out that green marketing factors do have significant effect on green purchase intention for green products provided by Non-profit and For-profit organizations. Only the price comparison variable is not significant which may demonstrates the young generation does not perceived the value of green products by using the price index. Also, it improves the problem of multiple regression analysis. At last, some recommendations for the Non-profit and For-profit organizations, and future researches were provided.

    The impact of all kinds of environmental problems and energy crisis alarms the world. As a citizen of the global village, any corporation in Taiwan has the duty to take its own social responsibility to help mitigating the environmental and societal problem while striving for the financial performance. Therefore the concept of “sustainable development” is brought out while design and produce new products.
    To investigate how to raise the intention of young generation in green consumption and the difference between Non-profit organizations and For-profit organizations, we combine psychology and marketing concept to propose a new conceptual framework for green consumption. To do so, we choose Tzu Chi’s recycled POLO shirts as the green product provided by Non-profit organization (NPO) and Timberland’s recycled POLO shirts as the green product provided by For-profit organization (FPO) to be our objects and postulate respective hypotheses. A hypothetical model is established to analyze these constructs and their correlations in the proposed conceptual frameworks.
    For the research findings, firstly, multiple regression results proved consumer perceived values variables and green purchase attitude variables have significant effect on green purchase intention for green products provided by Non-profit organization. On the other side, product-related information acquisition variables and consumer perceived value variables have significant effect on green purchase intention for green products provided by For-profit organization. The outcomes discovered the characteristics of Taiwan environmental organizations and pointed out room for the industry’s improvement. Secondly, PLS analysis pointed out that green marketing factors do have significant effect on green purchase intention for green products provided by Non-profit and For-profit organizations. Only the price comparison variable is not significant which may demonstrates the young generation does not perceived the value of green products by using the price index. Also, it improves the problem of multiple regression analysis. At last, some recommendations for the Non-profit and For-profit organizations, and future researches were provided.

    Abstract I Table of Contents III List of Tables V List of Figures VII CHAPTER I. INTRODUCTION 1 Background of the Study 1 Purposes of the Study 3 Questions of the Study 4 Significance of the Study 4 Delimitations and Limitations 5 Definition of Terms 5 CHAPTER II. LITERATURE REVIEW 7 Green Consumption 7 Green Marketing 8 Consumer Behavior 11 Green Products 16 The Greening of Organizations 18 CHAPTER III. METHODOLOGY 21 Research Framework for Model 1 21 Research Hypotheses for Model 1 22 Research Framework for Model 2 23 Research Hypotheses for Model 2 24 Research Procedure 26 Research Methods 28 Data Analysis 33 CHAPTER IV. RESULTS 37 Reliability and Validity Analysis 37 Descriptive Statistics for NPO 38 Descriptive Statistics for FPO 42 Correlation Analysis 46 CHAPTER V. EMPIRICAL RESULTS OF REGRESSION 51 Multiple Regression Findings (NPO) 51 Multiple Regression Findings (FPO) 64 CHAPTER VI. EMPIRICAL RESULTS OF PARTIAL LEAST SQUARES METHOD 77 Partial Least Squares Findings (NPO) 77 Partial Least Squares Findings (FPO) 82 CHAPTER VII. CONCLUTIONS AND RECOMMENDATIONS 87 Conclusions of Multiple Regression Results 87 Conclusions of Partial Least Squares Results 91 Recommendations for Non-Profit Organization 92 Recommendations for For-Profit Organization 93 Recommendations for Future Research 93 REFERENCES 95 APPENDIX A. COVER LETTER FOR ENGLISH QUESTIONNAIRE 99 APPENDIX B. QUESTIONNAIRE (ENGLISH VERSION) 101 APPENDIX C. COVER LETTER FOR CHINESE QUESTIONNAIRE 107 APPENDIX D. QUESTIONNAIRE (CHINESE VERSION) 109 APPENDIX E. RESESRCH FRAMEWORK (MODEL 3) 117 APPENDIX F. PAIRED T TEST 119

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