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系統識別號 U0026-0812200915090844
論文名稱(中文) 人格特質與環保意識對消費者綠色產品之價值、態度及行為形成之研究: 3M階層模式之應用
論文名稱(英文) The Influence of Personality and Environmental Concern on Consumer Values, Attitudes, and Behavior Formation of Green Product: An Application of 3M Hierarchical Model
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 97
學期 2
出版年 98
研究生(中文) 余佩穎
研究生(英文) Pei-Ying Yu
學號 r4695504
學位類別 碩士
語文別 英文
論文頁數 103頁
口試委員 口試委員-蔡東峻
口試委員-賴孟寬
指導教授-吳萬益
中文關鍵字 綠色產品  綠色行銷  綠色購買意願  綠色購買態度  知覺價值  環保意識  3M模式  人格五大特質 
英文關鍵字 green purchase attitudes  green purchase intention  green marketing  perceived values  3M Model  environmental concern  Big-Five personalities 
學科別分類
中文摘要 在科技的進步及商業化下,天然資源逐漸殆盡,而自然環境也遭受惡化。近年來,人們開始瞭解到他們的消費行為對生態問題有直接或間接的影響。公司與社會大眾不僅警覺到環境汙染的議題和危機,也開始進一己之力維護地球。公司對社會責任的實行也會為他們創造競爭優勢以及為公司本身、消費者和自然環境造就雙贏的局面。因此,公司陸續改進舊有產品和研發新產品以及改變製造過程和產品包裝來降低對環境的迫害。而消費者也經由使用綠色商品來保護環境。
基以上原因,本研究的主要目的在探討消費者購買綠色商品的原因和動機。本研究引申Mowen學者在2000年提出的3M模式,試圖整合購買綠色商品的一般性決定因素,以發展消費者對綠色商品的購買意願的階層模型。本研究提出綠色商品購買意願的前置因子包括五大人格特質、環保意識、對綠色產品的知覺價值與購買綠色產品的態度。經由文獻探討、問卷調查及資料分析,本研究知結果顯示,消費者五大人格特質中的內向性和神經質對於環保意識皆有反向的影響,而其他三者:勤勉正直性、經驗開放性、親和性皆對環保意識有正向關係。環保意識進一步影響消費者對綠色產品知覺價值和購買綠色產品態度及購買意願。消費者綠色產品知覺價值及購買綠色產品態度均對購買意願的影響。
由於過去有關綠色產品購買意願的研究尚未有效整合個人特質,環保意識,綠色知覺價值及綠色態度等相關理論,本研究分析結果希望能成為未來研究綠色行銷的基礎,也希望能提供學術界及實務界關於綠色行銷一些啟示。
英文摘要 As time progresses and technology advances, resources become depleted, and the environment is deteriorated. Companies and the public have not only been awakened by the danger of pollutions and become more aware of the issue, but also start to take actions in reserving the planet. Thus, companies have been modifying existing products or developing new ones and adjusting manufacturing processes and packaging materials to be less harmful to the environment. Consumers are then being exposed to the ideas of behaving ecologically and saving the earth by using green products.
With that in mind, this study attempts to find out the reasons and motivations behind consumer’s purchasing intention toward green products. This study extends the concept of Mowen’s (2000) Meta-Theoretic Model of Motivation and Personality (a.k.a. 3M Model) to develop a hierarchical model of green purchase intention. The antecedents are also being identified—Big Five personalities, environmental concern, perceived values toward green purchase, and green purchase attitudes. Through series of literature reviews, eleven hypotheses are generated. Through statistical data analyses, the results indicate that of the Big Five personalities, introversion and emotional instability have negative relationships with environmental concern; whereas, conscientiousness, openness to experiences, and agreeableness all positively influence environmental concern. Moreover, environmental concern, perceived values toward green purchase, green purchase attitudes all have significantly positive relationships with green purchase intention. In addition, high perceived values toward green purchase significantly lead to high green purchase attitudes. The findings presented in this study provide a new insight into the determinants of green purchase intention and this study serves as a spring-board for future exploration.
論文目次 ABSTRACT..................................................I
TABLE OF CONTENTS........................................IV
LIST OF TABLES...........................................VI
LIST OF FIGURES.........................................VII
CHAPTER ONE INTRODUCTION.................................1
1.1 Research Background...................................1
1.2 Research Motivation...................................4
1.3 Research Objectives and Conceptual Framework..........5
1.4 Research Structure and Process........................7
CHAPTER TWO LITERATURE REVIEW...........................10
2.1 Theoretical Background of Hierarchical Model of Personality..............................................10
2.1.1 Mowen’s 3M Model..................................10
2.2 Definition of Research Constructs....................13
2.2.1 Big-Five Personality Traits (Elemental Traits).....13
2.2.2 Environmental Concern (Compound Traits)............16
2.2.3 Perceived Values and Attitudes toward Green Purchase (Situational Traits).....................................17
2.2.3.1 Perceived values.................................18
2.2.3.2 Green Purchase Attitudes.........................19
2.2.4 Green Purchase Intention (Surface Traits)..........20
2.3 Hypothesis Development...............................20
2.3.1 Interrelationships among Personalities and Environmental Concern....................................20
2.3.2 Relationship between Environmental Concern with Perceived Values and Attitudes...........................23
2.3.3 Relationship between Environmental Concern and Green Purchase Intention .......................................24
2.3.4 Interrelationships among Perceived Values, Attitudes and Purchase Intention...................................25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY...........27
3.1 The Conceptual Model and Hypotheses..................27
3.2 Construct Measurement................................29
3.2.1 Genetic Personalities..............................30
3.2.2 Environmental Concern..............................31
3.2.3 Perceived Values toward Green Purchase.............32
3.2.4 Green Purchase Attitudes...........................33
3.2.5 Green Purchase Intention...........................34
3.2.6 Personal Demographic Information...................35
3.3 Questionnaire Design.................................35
3.4 Pretest..............................................36
3.5 Sampling Process.....................................38
3.6 Data Analysis Procedure..............................38
3.6.1 Descriptive Statistical Analysis...................38
3.6.2 Purification and Reliability of the Measurement Construct................................................38
3.6.3 Interrelationship between Research Constructs......40
CHAPTER FOUR RESEARCH RESULTS AND DISCUSSIONS...........42
4.1 Descriptive Analysis.................................42
4.1.1 Data Collection....................................42
4.1.2 Respondent Characteristics.........................43
4.2 Measurement Results for Research Variables...........44
4.3 Exploratory Factor Analysis and Reliability Tests....47
4.3.1 Personality........................................48
4.3.1.1 Introversion.....................................48
4.3.1.2 Conscientiousness................................49
4.3.1.3 Emotional Instability............................50
4.3.1.4 Openness to Experience...........................51
4.3.1.5 Agreeableness....................................51
4.3.2 Environmental Concern..............................52
4.3.3 Perceived Values toward Green Purchase.............53
4.3.4 Green Purchase Attitudes...........................55
4.3.5 Green Purchase Intention...........................55
4.3.6 Correlation Matrix for All Construct Variables.....56
4.4 Confirmatory Factor Analysis (CFA): Construct Validity and Reliability..........................................57
4.4.1 Disciminant Validity Analysis......................60
4.5 Structural Equation Model (SEM)......................62
4.6 Additional Research Analysis.........................73
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS................77
5.1 Conclusions..........................................77
5.2 Research and Managerial Implications.................82
5.3 Limitation and Future Research Directions............84
REFERENCES...............................................86
APPENDIX A SURVEY QUESTIONNAIRE.........................96
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