| Summary: | 碩士 === 國立臺灣大學 === 商學系 === 82 === Although still in its early stage , the green consumerism has
increasingly made its impact on the consumption behaviors and
decisions of Taiwanese consumers. This study is to explore the
relationship between green consumer behaviors and some of its
influential variables,including human values,ecologically
-concerned cognition and interfering factors. Using data from
the questionnaire survey of menbers of the Homemaker Union, the
sample is classified as three groups based on their green
consumer behaviors in practice.They are green activists,gentle-
green-concerned consumers and nongreen consumers. Through the
factor analysis,this study breaks new ground in helping to
understand the value structure of the green consumers. these
five value factors are "self- expection," "social-achievement-
oriented," "security-oritented" "personal growth-oriented"and"
self-interest-oriented".Besides, the key influential
interfering factors on green consumer behaviors are the
convenience of green products and the attitude of government
and enterprises.
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