| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 103 === There is an increasing awareness that lots of environmental issues were caused by human economic activities. For this reason, it is important to find a way to solve environmental problems. Buying green products is an effective method to minimize harmful environmental impacts. Accordingly, the purpose of this study is to understand the important factors that influence the green purchase intention and provide insight for bridging the gap by putting self-awareness which is the most important variable in green purchase intention.
Using the Theory of Reasoned Action and adding additional variables such as environmental concern, price sensitivity, and self-awareness, we developed a research framework and drafted a questionnaire survey. 513 effective questionnaires were gathered by using the online survey software and were analyzed by using SPSS statistical methods such as reliability test, Pearson correlation analysis, and multiple linear regressions. Regression results of the study validate all the hypotheses of the study confirming the significant influence of green purchase attitude, subjective norms, environmental concern, price sensitivity, and self-awareness on green purchase intention. Furthermore, the result revealed that self-awareness is the most important influential factor on green purchase intention.
This study brings better understanding significant antecedents of green purchase intention and highlights the crucial role of self-awareness in influencing green purchase intention.
|
|---|
