The Study of the Influence of Social Marketing, Consumer Citizenship and Concrete Environmental Knowledge on Water Conservation Behavior

• Main Authors: CHOU, LI-CHUAN, 周麗娟
• Other Authors: LIU, HSIANG-TE
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/39185582450280911099

碩士 === 銘傳大學 === 公共事務學系碩士在職專班 === 105 === This research aims to examine the relationship among water conservation behavior, social marketing, consumer citizenship, concrete environmental knowledge, theory of planned behavior (TPB) and principle of reciprocity. Totally 300 questionnaires were distributed from February 6, 2017 to March 6, 2017, and 257 valid samples were returned. The final results are as follows: 1. perceived moral obligation of consumer citizenship has a significant positive effect on water conservation. 2. There is a significant positive correlation between concrete environmental knowledge and water conservationbehavior. 3. There is a significant positive correlation between the consumers’ attitude of TBP and water conservationbehavior. 4. There is a significant positive correlation between the individual’s social norms of TBP and water conservation behavior. 5. There is a significant positive correlation between Reciprocity and water conservationbehavior.