| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 98 === The study surveys on LOHAS concepts applied to green consumption behaviors, it includes exploratory researches and questionnaires. Through purposive sampling, most respondents of exploratory researches agree that LOHAS concepts are concerned with physical and mental health, sustainable developments, biodiversities, culture creations, and concerned with green consumption behaviors. By individual interviewing with or-ganic agricultural experts and related industries, to realize the possible factors of LOHAS concepts.
More than 380 questionnaires in northern and central Taiwan for consumers and industries are conducted with SPSS statistical analysis, to find the major factors and re-lations between LOHAS concepts and green consumption behaviors respectively. The extent of descending LOHAS clusters are analyzed into three: health and environmental protection groups, moderation and pragmatic groups, comfortable and enjoyment groups. The results show they are significant related to ANOVA analysis that constitutes the factors of green consumption behaviors.
The study has shown that demographic variables：age, marriage, having children , career, income, and mother’s educational level have significant differences with differ-ent clusters of LOHAS by chi-square test. But gender, educational level, father’s educa-tional level, religion, and region don’t have significant differences with different clus-ters of LOHAS.
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