A Study for Influencing Intention of Green Consuming Behavior - With Computer Product of 3C as an Example

• Main Authors: Pan, Kuan-Yu, 潘冠瑜
• Other Authors: Lai, Ting-Chang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/07963013378498676766

碩士 === 玄奘大學 === 國際企業學系碩士班 === 96 === With the growth of economy and the capital income is raised nowadays. People who don't lack of any material have realized the importance of ecological environment and suffered from negative influence of the environmental deterioration. They start to pay close attention and buy green products of environmentally friendly, so that they can suppress environmental deterioration by consuming behavior regular. The starting point of this study was to investigate the key points which affect the intention of green consuming behavior. To achieve the objective, taking the computer product of 3C as an example and a conceptual model has been proposed. The questionnaire uses the method of convenience sampling to Taiwanese consumer. The raw data was analyzed by statistic to validate the hypotheses. The research findings and brief recommends are as following: The variances of the demographic statistics in terms of “sex”, “residential area”, “age”, “educational background” and “average monthly income” had presented remarkable differences. A significant positive correlation exists among those positive aspect factors of the interaction between consumption value, Environmental Attitude and intention of green consuming behavior. The consumption value had a direct effect on intention of green consuming behavior. There are influence results of partial mediation among and intention of green consumer behavior in environmental attitudes. Finally, this study presents its conclusions on the basis of the theoretic structure and data analysis results and recommendations. It also suggests directions for future researches.