| Summary: | 碩士 === 大同大學 === 資訊經營學系(所) === 102 === In response to global warming extending personal responsibility to society (including the protection of the environment), theory of planned behavior Ajzen(1985) proposed (The Theory of Planned Behavior) as the theoretical basis to construct with consumer attitudes, subjective norms, perceived behavior control, construct the "Behavioral Intention To Purchase Environmentally Friendly Product Concept Model" green consumer willingness to explore personal. Studies take questionnaire, taking the network questionnaire, by network 353 valid samples questionnaires, 353 valid questionnaires.
In this study, based on the theory of planned behavior by consumers' attitudes, subjective norms, consumers and consumer perceived behavioral control, in order to investigate the empirical way the concept of consumer products with environmentally friendly consumer behavior and purchase intent behavior, consumer attitudes, consumer subjective norms and perceived behavioral control consumer correlation analysis found that, except for consumer's subjective norm, the rest was a significant positive correlation between the two.
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