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 acquisition 、Consumer perceived value 、Green purchase attitude 、Green 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 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
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.
Abel T., Dietz, T., Guagnano, G. A. Kalof L.,& Stern, P. C. (1999). A Value-Belief-Norm Theory of Support for Social Movements: The Case of Environmentalism. Human Ecology Review, 6(2), p.81-98
Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass.: Addison-Wesley Pub. Co.
American Marketing Association, AMA. Retrieved from http://www.marketingpower.com
Annechen Bugge & Margareta Wandel (1997). Environmental concern in consumer evaluation of food quality. Food Quality and preference, 8(1), p.19-26.
Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of Business Research, 17(1), 51-56.
Barbaro-Forleo, G., & Bergeron, J. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, Vol.6(6), p.503-520.
Baumeister, R., Bratslavsky, E., Muraven, M., & Tice, D. (1998). Ego depletion: Is the active self a limited resource? Journal of Personality and Social Psychology, 74(5), 1252-1265.
Beckmann, S. C., Kilbourne, W. E., & Thelen, E. (2002). The role of dominant social paradigm in environmental attitudes: A multinational examination. Journal of Business Research 55, 193-204.
Birkinshaw, J., Morrison, A., & Hulland, J. (1995). Structural and competitive determinants of a global integration strategy. Strategic Management Journal, 16, 637-655.
Chan, R. Y. (2001). Determinants of Chinese Consumers’ Green Purchase Behavior. Psychology and Marketing. 18(4), 389-413.
Chang, T. Z., & Wildt, A. R. (1994). Price, Product Information, and Purchase Intention: An Empirical Study. Journal of the Academy of Marketing Science, 22(1), p.16-27.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. in G. A. Marcoulides. In G. A. Marcoulides (ed.), Modern Methods for Business Research, (pp. 295-366). NJ: Lawrence Erlbaum Associates.
Coddington, W. (1993). Environmental marketing: Positive strategies for reaching the green consumer. New York: McGraw Hill Inc.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), p.297-334.
Davis, J. J. (1992). Ethics and Green Marketing. Journal of Business Ethics, 11 (2), p.81-87.
Dhruv Grewal, Krishnan R., & Monore K. B. (1998). The efficacy of price-comparison advertising on buyer`s perceptions of acquisition value, transaction value and behavioral intentions. Journal of Marketing, 62, p.46-59.
Dong, X., & Zhang, H. (2007). Comparative analysis on sustainable development between Chinese and foreign petroleum corporations. School of Business Administration, China University of Petroleum, Beijing, China.
Dre` ze, X., & Vanhuele, M. (2002). Measuring the price knowledge shoppers bring to the store. Journal of Marketing, 66, p. 72-85.
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variable and measurement error. Journal of Marketing Research, 18, 39-50.
Freeman, R. E., & Liedtka, J. (1991). Corporate Social Responsibility: A Critical Approach. Business Horizons, 34(4), p.92-98.
Grobman, G. M. (2008). The nonprofit handbook: Everything you need to know to start and run your nonprofit organization. Oregon: White Hat Communications.
Howard, J. A., & Jagdish N. S. (1969). The Theory of Buyer Behavior. New York: John Welly.
Ho, S.H., Huang, J.H., & Lee, C.Y. (2004). Consumer attitude toward gray market goods. International Marketing Review, 21(6), p. 598-614.
Jacoby, J., & Olson, J. C. (1985). Perceived Quality. Lexington, Ma: Lexington Books.
Janiszewski Chris & Meyvis Tom (2002). Consumers' beliefs about product benefits: The effect of obviously irrelevant product information. Journal of Consumer Research, 28 (4), p.618-635.
Kalafatis S. P., Pollard M., East R., & Tsogas M. H. (1999). Green marketing and Ajzen`s theory of planned behavior: a cross-market examination. Journal of Consumer Marketing, 16 (5) p.441-460.
Krishnan, R., & Monroe, K. B. (1985). The effect of price on subjective product evaluations in Perceived Quality: How Consumers View Stores and Merchandise, eds.
Laroche, M., Toffoli, R., Kim, C. & Muller, T. (1996). The influence of culture on pro-environmental knowledge, attitudes and behavior: A Canadian perspective. Advances in Consumer Research, 23, p.196-202.
Le Boutillier, J., Le Boutillier, S.S., & Neslin, S.A. (1994). A replication and extension of the Dickson and Sawyer price-awareness study. Marketing Letters, 5(1), p. 31-42.
Li, L. (1997). Effects of collectivist orientation and ecological attitude on actual environmental commitment: The moderating role of consumer demographics and product involvement. Journal of International Consumer Marketing, 9 (4), 31-53.
Lichtenstein, D. R., Bloch, P. H. & Black, W. C. (1988). Correlates of Price Acceptability. Journal of Consumer Research, 15(2), p.243.
Lindenberg, S., & Steg, L. (2007). Normative, Gain and Hedonic Goal Frames Guiding Environmental Behavior. Journal of Social Issues, 63(1), p.117.
Medvec, Victoria Husted, Meloy, Margaret G., & Russo J. Edward (1998). Predecisional Distortion of Product Information. Journal of Marketing Research, 35 (4), p.438-452.
Meyer A. (2001). What's in it for the customers? Successfully marketing green clothes. Business Strategy and the Environment; 10 (5), p.317-330.
McGovern, L., & Saunders T. (1993). The Bottom Line of Green is Black: Strategies for Creating Profitable and Environmentally Sound Business. Harper Collins Publishers.
McIntosh, A. (1990). The Impact of Environmental Issues on Marketing and Politics in the 1990s. Journal of the Marketing Research Society, 33 (3), p.205-217.
Michael L Ray & Rajeev Batra (1986). Affective Responses Mediating Acceptance of Advertising. Journal of Consumer Research, 13 (2), p.234-249.
Miller, T., & Schwartz, J. (1991). The earth`s best friends. American Demographics, p.26-35
Miner, T. (2009). Consumers are ready to spend more green on “green”. Retrieved From http://www.sustainablelifemedia.com/
Minton, A. P. & Randall, L. R. (1997). The effects of environmental concern on environmentally friendly consumer behavior: an exploratory study. Journal of Business Research, 40, p.37-48.
Monroe, K. B. (1973). Buyer’s Subjective Perceptions of Price. Journal of Marketing Research, 10, p.70-80.
Monroe, K. B. & Petroshius, S. M. (1981). Buyers` perceptions of price: an update of the evidence. Consumer Behavior, p.43-55.
Mostafa, M. M. (2006). Antecedents of Egyptian Consumers’ Green Purchase Intentions: A Hierarchical Multivariate Regression Model. Journal of International Consumer Marketing, 19(2).
National Association of Attorneys-General (NAAG). (1990). The green report: findings and preliminary recommendations for responsible advertising. San Francisco, USA: National Association of Attorneys-General.
National Statistic, R.O.C. (Taiwan) Retrieved from http://www.stat.gov.tw
N. Craig Smith, (2003). Corporate Social Responsibility: Not Whether, But How? Centre for Marketing Working. Paper.No. 03-701
Ottman, J. (1993). Green marketing: challenges and opportunities for the new marketing age. Lincolnwood, Illinois: NTC Business Books.
Ozanne, L. K., Renée J. Fontenot & Vlosky, R. P. (1999). A conceptual model of US consumer willingness-to-pay for environmentally certified wood products. Journal of consumer marketing, 16(2), p. 122-140.
Peattie, K. (1995). Environmental marketing management: Meeting the green challenge, 1st Ed. London: Pitman Publishing.
Peter, J. P. & Olson, J. C. (2001) Consumer Behavior and Marketing Strategy. Sixth Edition.
Polonsky, M. J. (1994). An Introduction To Green Marketing. Journal of Green Electronic, 1(2).
Resnik, Alan & Stern, Bruce L. (1977). An Analysis of Information Content in Television Advertising. Journal of Marketing, 41(1), p.50-53.
Rokeach, M. (1968). Belief, attitudes, and values: A theory of organization and change. San Francisco: Jossey-Bass.
Rokicka, E. (2002). Attitudes towards natural environment. International Journal of Sociology, 32 (2), p.78-90.
Rosenberg, M. J. (1976). Low-commitment consumer behavior. Journal of Advertising Research, 16(2), 19-24.
Scherhorn, G. (1993). Consumer’s concern about the environment and its impact on Business. Journal of Consumer Policy, 16, 171-191.
Sheth, Jagdish and Parvartiyar, Atoll, 1995. Ecological Imperatives and the Role of Marketing. Cited in Polansky, M., and Mintu-Wilmsatt, Alma. Environmental Marketing: Strategies, Practice, Theory and Research. Eds. New York: Haworth Press, 3-20.
Shearer, J. W. (1990). Business and the New Environmental Imperative. Business Quarterly, 54 (3), p.48-52.
Shih, C. P. & Plescan, M. (2007). Global strategies, strategic business units and the impact of a charismatic leader on IBM’s performance. Paper presented at the International Conference on Workforce Education and Development, Taipei, Taiwan.
Smith, Robert E (1993). Integrating Information from Advertising and Trial: Processes and Effects on Consumer Response to Product Information. Journal of Marketing Research, 30(2) p.204-219.
Taylor, J.W. (1974). The role of risk in consumer behavior. Journal of Marketing, 38(2), p.54-60
Wagner,S.A. (1997). Understanding Green Consumer Behaviour : A qualitative cognitive approach, Routledge Publishing.