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作者:張維倫
作者(英文):Wei-Lun Chang
論文名稱:美麗新世界就從環保做起
論文名稱(英文):The Environmental Protection Initiates the Wonderful New World
指導教授:池文海
指導教授(英文):Wen-Hai Chih
口試委員:林清達
朱正一
口試委員(英文):Ching-Dar Lin
Cheng-I Chu
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學號:610732005
出版年(民國):110
畢業學年度:109
語文別:中文
論文頁數:195
關鍵詞:計劃行為理論個人規範環保信仰願意環保綠色購買行為環境利己主義環保利他主義同儕影響名人信譽
關鍵詞(英文):Theory of Planned BehaviorPersonal NormsEnvironmental ConsciousnessWillingness to Be Environmental FriendlyGreen Purchase BehaviorEnvironmental EgoismEnvironmental Protection AltruismPeer InfluenceCelebrity Trustworthiness
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由於全球暖化,人們開始關注環境,大家知道環保是對的,也有環保的想法,但卻不一定有環保行為。因此本研究以計劃行為理論的態度-意圖-行為為研究架構的理論基礎,探討消費者在面對環保議題/產品時,個人規範是否會對環保信仰、願意環保、綠色購買行為有顯著正向影響,本研究同時探討環境利己主義、環保利他主義、同儕影響、名人信譽是否有調節效果。研究結果顯示:(1)個人規範對環保信仰與願意環保均有顯著正向影響;(2)環保信仰與願意環保對綠色購買行為均有顯著正向影響;(3)環境利己主義在個人規範與環保信仰、願意環保間關係沒有顯著的調節效果;(4)環保利他主義對個人規範與環保信仰間關係沒有顯著的調節效果,而環保利他主義在個人規範與願意環保間關係具有顯著負向的調節效果;(5)同儕影響在環保信仰與環保信仰間關係具有顯著正向的調節效果;(6)名人信譽在願意環保與綠色購買行為間關係沒有顯著的調節效果;(7)環保信仰與願意環保完全中介個人規範和綠色購買行為的關係。
People begin to pay attention to the environment due to the global warming. People realize the importance of environmental protection and generate environmental protection concepts. However, most of them do not create the environmental protection behaviors. Therefore, this study investigated the relationships among personal norms, environmental consciousness, willingness to be environmental fridenly, and green purchase behavior and the moderating effects of environmental egoism, environmental protection altruism, peer influence, and celebrity trustworthiness based on the Theory of Planned Behavior (TPB). The results indicate that (1) personal norms has a significant and positive effects on environmental consciousness and willingness to be environmental friendly. (2) Environmental consciousness and willingness to be environmental friendly have significant and positive effects on green purchase behavior. (3) Environmental egoism does not have moderation effects on the relationships between personal norms and environmental consciousness/willingness to be environmental friendly. (4) Environmental protection altruism does not have moderation effect on the relationships between personal norms and environmental consciousness, whereas it has significant negative moderating effect on the relationship between personal norms and willingness to be environmental friendly. (5) Peer influence has significant positive moderating effect on the relationship between environmental consciousness and green purchase behavior. (6) Celebrity trustworthiness does not have significant moderating effect on the relationship between willingness to be environmental friendly and green purchase behavior. (7) Environmental consciousness and willingness to be environmental friendly completely mediate the relationship between personal norms and green purchase behavior.
致 謝 I
中文摘要 III
Abstract IV
目錄 VI
圖目錄 IX
表目錄 X
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題與研究目的 10
第四節 研究重要性與貢獻 12
第五節 研究範圍與對象 13
第六節 研究流程 14
第二章 文獻探討 17
第一節 計劃行為理論 17
第二節 環保產品相關研究議題 21
第三節 個人規範 24
第四節 環保信仰 26
第五節 願意環保 28
第六節 綠色購買行為 30
第七節 環境利己主義 33
第八節 環保利他主義 34
第九節 同儕影響 36
第十節 名人信譽 38
第三章 研究方法 41
第一節 研究架構與研究假說 41
第二節 研究變數操作性定義與衡量 44
第三節 問卷設計 51
第四節 資料蒐集方法 52
第五節 資料分析方法 53
第六節 共同方法變異問題處理與檢測 58
第七節 前測問卷分析結果 59
第四章 資料分析 67
第一節 正式問卷發放 67
第二節 敘述性統計分析 69
第三節 共同方法變異檢測 78
第四節 信度與效度分析 81
第五節 模型檢測—結構模式 89
第六節 中介效果分析 96
第七節 調節效果分析 98
第八節 討論 104
第五章 結論與建議 113
第一節 結論 113
第二節 管理意涵與貢獻 114
第三節 研究限制與未來研究建議 122
參考文獻 125
附錄一、議題性的國際環境規範 196
附錄二、前測問卷 199
附錄三、英文原始量表 204
附錄四、前測共同方法變異檢測—探索性因素分析 208
附錄五、前測共同方法變異檢測—驗證性因素分析 209
附錄六、前測模型配適度檢測 211
附錄七、前測各構面量表收斂效度分析 212
附錄八、前測各構面信度分析 215
附錄九、前測區別效度分析暨變數相關係數表 218
附錄十、正式問卷 219
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