||Factors Affecting Parents' Perceived Value and Purchase Intention of Green Toy in Taiwan
||Institute of International Management (IIMBA--Master)(on the job class)
This paper incorporates the Theory of Planned Behavior (TPB)and Expended Theory of Planned Behavior (ETPB) in studying the consumers’ behavior in the context of green toy products. Our conceptual framework uses one consumer belief to be an antecedent to the attitude: green concern. An additional construct – price consciousness is hypothesized to moderates the effects attitude, subjective norm and perceived behavioral control on purchase intention, respectively. Self-identity and perceived responsibility from the Expanded Theory of Planned Behavior (ETPB) are utilized in this study to analyze the sustainable purchasing intentions of our target of survey. Self-Identity and Perceived Responsibility yield significant results in confirming a relationship in the determination of sustainable purchase behavior. Online survey and hardcopies were conducted and distributed for data collection and a total of 282 respondents in Taipei city and New Taipei city have supported this survey. The results indicate that green concern has effect on attitude toward green toy products and self-identity and perceived responsibility have positive and significant effect on respondents' purchase intention of green toys. The theoretical and managerial implications of the results as well as the future research recommendations are discussed.
TABLE OF CONTENTS
TABLE OF CONTENTS IV
LIST OF TABLES VIII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objective and Contribution. 2
1.2.1 Industrial Trend and Focus. 2
1.2.2 Parents' Perception of Kids' Product. 4
1.2.3 Summary. 5
1.3 Research Project. 5
1.4 Research Flows. 6
1.5 Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Theoretical Background. 8
2.1.1 Theory of Planned Behavior. 8
2.1.2 Expanded Theory of Planned Behavior. 10
2.2 Definition of Research Constructs. 12
2.2.1 Green Concern. 12
2.2.2 Price Consciousness. 12
2.2.3 Purchasing Intention. 13
2.3 Hypotheses Development. 14
2.3.1 The Relationship between Green Concern and Attitude of toward Product. 14
2.3.2 The Relationship between Attitude toward Product and Behavioral Intention. 15
2.3.3 The Relationship between Subjective Norm and Behavioral Intention. 15
2.3.4 The Relationship between Perceived Behavioral Control and Behavioral Intention. 16
2.3.5 The Influence of Moderating Effect of Price Consciousness on the Relationship among Attitude toward Product, Subjective Norm, Perceived Behavioral Control and Behavioral Intention. 16
2.3.6 The Relationship between Self-identity and Behavioral Intention. 17
2.3.7 The Relationship between Perceived Responsibility and Behavioral Intention. 18
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 19
3.1 Research Framework. 19
3.2 Operationalization of Research Variables. 20
3.2.1 Independent Variables. 20
3.2.2 Dependent Variables. 20
3.2.3 Moderating Variable. 21
3.3 Construct Measurement. 21
3.3.1 Green Concern. 21
3.3.2 Attitude toward the Product of Green Toys. 22
3.3.3 Subjective Norm. 22
3.3.4 Perceived Behavioral Control. 23
3.3.5 Price Consciousness. 24
3.3.6 Purchase Intention of Buying Green Toys. 24
3.3.7 Self-identity. 25
3.3.8 Perceived Responsibility. 26
3.4 Questionnaire Design. 26
3.5 Sampling Plan. 27
3.6 Data Analysis Procedures. 28
3.6.1 Descriptive Statistics. 28
3.6.2 Purification and Reliability of the Measurement Variables. 29
3.6.3 Structural Equations Modeling (SEM). 30
CHAPTER FOUR RESEARCH RESULTS AND ANALYSIS 31
4.1 Data Collection. 31
4.2 Descriptive Analysis. 32
4.2.1 Characteristics of Respondents. 32
4.2.2 Measurement Results of Research Variables. 33
4.3 Measurement Result for Relevant Research Variables. 36
4.3.1 Factor Analysis and Reliability Test. 36
4.3.2 Structural Model. 41
4.3.2 Moderating Effects. 45
CHAPTER FIVE CONCLUSION AND DISCUSSION 49
5.1 Research Conclusions. 49
5.2 Research Contributions and Discussions. 50
5.3 Managerial Implications. 53
5.4 Research Limitations and Future Research Suggestions. 55
Appendix 1: Survey Questionnaire (English version) 61
Appendix 2: Survey Questionnaire (Chinese version) 69
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