| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 91 === The government authority makes efforts in green activities in recent years, and the green agitation is growing up, so that the number of green research increases. However, the studies of green consumer behavior are few. This study is in order to understand the aspects of green consuming behavior. External information stimulates the process of consumer’s psychological operation, and a inter-medium between these psychological factors and consumer buying is exactly product, thus this study select product attribute as this inter-medium role.
This study uses the convenient sampling method to questionnaire college students of North, Central and South Taiwan.600 questionnaires have been dispactched, and 483 of them are available. Cluster Analysis is been used to classify the group of personal values, and ANOVA is to know what product attributes does certain value group emphasize, and what green attitudes does they hold, then to find out the green consuming behaviors they undertake. Regression method is to see whether product attributes influence green attitudes, and whether green attitudes influence green consuming behaviors. In addition, this study would like to see if any differences in sex, studying areas, monthly income, and experiences of green activities between different groups.
We can make conclusions via statistical analysis as follows:
1. The differences between the green attitude and the green consuming behavior in demographical variables.
The female is more environmental friendly and economizing than the male. College students in Central Taiwan hold more negatively green attitudes toward green stuff, and also buy too many unnecessary goods more frequently than who are in other areas. Those who study in North Taiwan economize more often. There are no differences in both respects between different levels of monthly income of students. However, the most wasteful ones are in the medium level of monthly income. The ones who have green experiences are more positive in green attitudes and green consuming behaviors than those who have none.
2. Personal values vs. factors of other dimensions.
In the product attribute respect, those who are more kindhearted and socially beneficial emphasize green assertions, price and convenient channels of products, and the appearances of products are emphasized by who are more powerful. The ones who take a mean course have no significant emphasized attributes. In the green attitude respect, those who are kindhearted and socially beneficial more likely hold positively supportive green attitudes, relatively, who are powerful hold negatively attitudes toward green stuff. As the same, those who take mean course have no preferred tendencies. In the green consuming behavior respect, kindhearted and socially beneficial groups both undertake green behaviors more often, and the powerful group tends to waste resources rashly.
3. The product attribute vs. the green attitude.
Those who emphasize green assertions more tend to hold positive green attitudes actively, and who emphasize specialties more are further negative toward green stuff.
4. The green attitude vs. the green consuming behavior.
As anticipatively, whose green attitudes are more positive undertake green behaviors more frequently, and whose’ are more negative do less relatively.
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