| Summary: | 碩士 === 國立交通大學 === 交通運輸研究所 === 98 === This research aims to the impact of investigate characteristic of consumer and considerate factors of green consumption to green purchase attitudes and intentions.
Because of green consumer behavior research had been studied for a long time. However, those research papers seldom refer to consumption value theory. So that this research based on Theory of planned behavior, introduce produt value and green value and its influence factors, to establish a new conceptual framework. Try to explain the effect of sensibility factors when consumers purchase green products. For the purpose, this research creates fifteen research hypotheses. Base on the random sampling to the same consumers on two products, and then use Structural equation model to test the research hypotheses and validate conceptual framework. In the discussion section, use analysis of variance (ANOVA) in the different consumer characteristics, and distinguish sampling data from gender and whether joined environmental organizations or religious sects to produce green purchase model for some special groups. As the result of this, discovered green consumers indeed perform better than common consumers in green value, altruistism, collectivism, green informations, environmental awareness constructs. And female is also better than male.
In a word, green value, altruistism, collectivism, green information, environmental awareness, had a significant effect on green consumers, whatever on the higher price product or lower price product. So that environmental education is the key point.
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