買或不買: 馬來西亞大學生綠色購買意向調查

• Main Authors: 伊德琳, Edaline Audrey Spykerman
• Language: 英文
• Published: 國立政治大學
• Subjects: 理性行為理論; 價格敏感度; 生態知識; 生態關懷; 人與自然的方向; 綠色的購買意向; Theory of Reasoned Action; Price sensitivity; Ecological knowledge; Ecological concern; Man-nature orientation; Green purchase intention
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0104461014%22.

This research was driven by Theory of Reasoned Action (TRA) to examine the impact of ecological knowledge, ecological concern, and man-nature orientation on green purchasing (including both intention and actual behavior), with the moderating effect of price sensitivity and allowance and/or income. This research surveyed 602 Malaysian university students within the age bracket of 18 to 25, because this specific demographic is a sizeable market and such research is lacking in an emerging economy like Malaysia. The results demonstrated that ecological concern and man-nature orientation influenced purchase intention and actual purchase. The findings also indicated that price sensitivity and allowance and/or income moderated the relationship between behavioral intention and actual behavior. This study has two implications: (1) it extends TRA by exploring the potential moderating variables between behavioral intention and actual behavior, and its findings adds to the body of knowledge in the area of green consumer behavior; (2) marketing managers can formulate their green marketing strategies effectively by consistently driving heart-warming campaigns to create or stir consumers’ emotions. Marketers should keep in mind that Malaysians are highly influenced by man-nature relationship belief, and additionally, marketers need to be careful in justifying pricing difference between non-green and green products for consumers that are sensitive to price.