| Summary: | 博士 === 輔仁大學 === 商學研究所博士班 === 103 === Green consumer behavior has become spotlight across global various industries, occurring not only in advanced economies but also in emerging markets. Attitude toward green products plays the most important role in consumer green purchase decisions. However, previous studies indicate that environmental concern and green attitudes toward green products do not clearly translate into green purchasing behavior. The objective of this study is to develop a valid measure of consumers’ attitude toward green products, investigating the antecedents and consequences of consumers’ green attitude toward green products. By literature review and focus group discussion, an integral conceptual model with six postulated hypotheses is proposed. A structured questionnaire is designed to collect field data. The structural equation model with AMOS program is used to estimate the structural coefficients and to test the hypotheses.
The results show that the environmental involvement, informational utility and green trust significantly influence consumer green attitude toward green products, except that of green advertising skepticism. Simultaneously, green purchase behavior is shaped by green purchase intentions, which in turn are driven by consumer attitudes toward green products. Attitude-behavior gap and concern-behavior gap are far less serious than previously thought. Besides, there are some mediating effects occurred between green attitude toward green products and its antecedents.
This study gives a new direction to address the issue of green consumer behavior from adopting theoretical frameworks, such as Cognitive Dissonance Theory, Elaboration Likelihood Model of persuasion, and Reasoned Action Theory, to verify the relationships between environmental involvement, communication and consumers’ purchase behavior of green products. It helps the managers do better keep an eye on green market and reduce the potential impact. Based on the result of this study, the suggestions for further research and the implication for managers of green market to manage green market issue are discussed.
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