| Summary: | 碩士 === 國立中興大學 === 應用經濟學系所 === 102 === In modern life, consumers are paying more and more attention to their health;they are more concerned about the poisonous substances from burned plastic and the
environmental damage from plastic wastes. Consumers are realizing that protection and safeguarding of the environment are not only government’s and industry’s duty
but also everyone’s responsibility. In recent decades, the scientists have invented the material - Biodegradable Plastic, which under proper conditions, can completely
decompose to carbon dioxide. Nowadays, biodegradable plastics gradually replace the older plastics in developed countries. This material has also become popular in Taiwan.
This study examines the influencing factors of social psychological status of plastic consumers in Taiwan (affection, cognitive, social influence, government
policies). Then, attitudes toward purchases are seen to affect purchases behavior via the mediator of purchases intention. In order to achieve the above, this research is building a conceptual model and doing empirical analysis with questionnaire survey.After that we use Structural Equation Modeling (SEM) to verify psychological factors on purchases behavior. The findings can assist government make better environmental policies and manufacturers develop more effective marketing strategies.
The study results: (1) Ecological cognitive positively influences attitudes toward purchases. (2) Social influence positively influences attitudes toward purchases. (3)Government policies positively influence attitudes toward purchases. (4) Attitudes toward purchases positively influence purchases intention. (5) Purchases intention positively influences purchases behavior.
The results of this study found that ecological cognitive, social influences,government policies positively influence attitudes toward purchases. Therefore, using marketing strategies to give knowledge of biodegradable plastic products to the public by manufacturers, and making policies or doing effective marketing policies by government will stimulate the desire of consumers to buy.
Keywords: Biodegradable Plastic(BDP), Green Plastic, Social psychology, Purchases Behavior, Structural Equation Modeling(SEM).
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