Predicting Consumer's Behavior Intention to Adopting Green Logistics Service Provider Based on Theory of Reasoned Action

• Main Authors: Chang, Ting-Yu, 張廷宇
• Other Authors: Liu, Chiung-Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/rccz72

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 102 === With the importance of the environmental issues, many industries focus on sustainable development strategy. In logistics industry, if company provides the green logistics service, it will become differentiation strategy in the market, and increase the operation performance. In the past, the findings of user intention from the perspective of consumer have not been well discussed in empirical studies. Therefore, this study adopted Theory of Reasoned Action to investigate user intension of Taiwan consumers on green logistics in third party logistics provider (3PL). Then, evaluate the intension about using green logistics for consumer. A survey of 201 consumers in Taiwan was carried out, using factor analysis and structural equation modelling. The results indicated that Theory of Reasoned Action precisely predicts the behaviors of consumers, and showed the positive intension of Taiwan consumers for green logistics in 3PL. Moreover, subject norm has more effect on the intension of green logistics then green attitude, and green behavior also has significantly positive relation on intension of green logistics. Finally, the process and results of this study are organized and presented in this thesis as reference for the practitioners and future research.