Relationship Quality and the Theory of Planned Behavior Models of Green Consumption Behavior

• Main Authors: Lin, I-Chen, 林奕辰
• Other Authors: Shih, Su-Chuan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/58838869197035963900

碩士 === 靜宜大學 === 企業管理學系 === 99 === More than half of rivers in Taiwan are polluted and that causes the attention of environment ecology. Environmental Protection Administration has promoted and offered reward to private and public sectors in research and development of green products and technologies. Green consumption has become a new trend. This research based on the theories of planned behavior (TPB) and relationship quality (RQ) model to study the green clean product consumer behavior whether the purchase is based on the consumer’s individual plan or base on the its good relationship with the seller. The methods of SEM（Structural Equation Modeling）and Regression Models are used to analyze and compare TPB and RQ models. We found both attitude toward the behavior, subjective norm and perceived behavior control in TPB model, and satisfaction and trust in RQ model have effect on consumer purchase intention and behavior. Purchase intention plays a key-mediating role and the RQ model is outperforming the TPB model. The case green store would emphasize the promotional strategies of green products’ characteristic, held activities to enhance consumers’ cognition that green clean product have benefits to health, environment and earth, and improve relationship quality with his customer in transparence way to let customers understand price of products adjusted by exchange rate then increase customers’ commitment to the green store will enhance their purchase behavior.