| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 106 === Although consumers are more concerned about the issue of environmental protection, there is a big gap between their attitude and actual behavior. It become more important for firm to induce consumers to protect environment and increase consumers’ willingness to participate in green programs. Therefore, this study explores what affect consumer’s willingness of green program participation. This study is mainly for the following of five kinds of influencing factors: the firm efforts, the fit between firm and green program, social distance, emotion appeals and karma.
In this study, it distributes 664 questionnaires and retrieve 656 ones in this article. The study exploring three kinds of research by experimental design. The results of the Study 1 that the firm’s effort and the fit between firm and green program have a positive impact on the consumer’s willingness of green program participation. Besides, the interaction between firm efforts and the fit in green program also affect the consumer’s willingness of green program participation. The Study 2, it is proved that social distance and emotion appeals have a positive impact on the consumer’s willingness of green program participation. Consumers have high willingness to participate the far social distance target of green program. In the Study 3, we continue to explore the impact of social distance on the consumer’s willingness of green program participation and join the karma (positive reinforcement/ punishment). As a result of the Study 3, it is found that social distance and karma have a positive impact on the consumer’s willingness of green program participation. Positive reinforcement of karma increases the green program participation of far social distance target.
Keywords: green program participation, the firm efforts, the fit between firm and green program, social distance, emotion appeals and karma.
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