| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 103 === In recent years, human is aware of the importance of protecting environment. There are more issues on environment right and the government has established the basic principles to ensure sustainable environment’s development. People will choose to be a “Green Consumer” as increasing awareness on the shock of environment. “A Green Consumer” is who will buy the products less harm to environment. On the market, there are all kinds of green products from low price to high price, namely organic food, eco-air conditioning, sustainable construction…etc. I will focus on sustainable construction, the high price produce, in my paper.
The main purpose of this research is to discuss the influence of consumer’s personality traits and environmental concern on the purchase intention of sustainable construction. The research framework of this thesis is based on Mowen’3M model and analyses consumer’s personality traits by The Five Factor Model. Furthermore, this research also discuss whether sustainable construction’s price up to the standard and would it impact consumers’ decision. The valid questionnaires of this study were 418 copies and analyses by Structural Equation Modeling (SEM).
Results demonstrated that human is highly caring of the environment. Find that consumer’s personality traits actually influence the purchase intention of sustainable construction. Besides, consumers consider about whether price is reasonable to sustainable construction’s function rather than the price itself.
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