大學生對於企業施行綠色實務之認知程度關聯性

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/19893

Title:	大學生對於企業施行綠色實務之認知程度關聯性
Authors:	林祐菱
Contributors:	資訊管理學系
Keywords:	綠色認知綠色實務企業社會責任
Date:	2010
Issue Date:	2011-10-24 15:36:32 (UTC+8)
Abstract:	隨著自然環境帶來的威脅及其危害，不僅提升國際的環保意識，亦帶動綠色消費觀念，使得社會大眾對於企業環境績效與社會責任之要求日益殷切。接受高等教育薰陶之大學生既是社會未來的中堅，更是企業利害關係人之一。本研究遂以國內某私立大學商學院、文學院及工學院學生為抽樣對象，並以資訊產品為研究範圍，藉此了解大學消費族群對企業綠色實務的認知及購買意願。結果期能作為廠商擬定、推廣及落實相關綠色實務之參考。研究結果發現，性別與科系的差異確實會影響其對綠色實務的認知以及實際的綠色消費行為；低年級消費者對綠色實務認知程度相對偏低；消費者的綠色知識概念與綠色宣導實務呈現正向關聯性，與綠色行動實務(不包含綠色相關認證)呈現負向關聯性。研究結果對企業管理之意涵在於相關產業施行綠色實務時，可藉由行銷功能及服務，彰顯企業執行綠色實務之積極態度，並讓消費者更深入瞭解綠色產品對環境保護之貢獻；其次，企業更應積極取得綠色產品相關認證標章，藉此策略行動，或許可促使具備綠色知識的消費者更進一步支持企業的綠色行動實務。再者，為強化大學生的環境素養，建議校方可增添綠色知識相關的通識課程，循序漸進地提升未來社會中堅們的環保意識。 The threat brought by the natural environment and the hazards has not only enhanced international awareness of environmental protection, but also increasingly required corporate social responsibility and environmental performance from the general public. Students cultivated and influenced by college education will play the vital role of the society as well as one of the stakeholders of enterprises in the future. The research sample is randomly chosen from the college of business, college of liberal arts and college of engineering of a private university. IT related products are the discussion focus. Based on college students' awareness and purchase intention as the reference, it is expected that manufacturers of IT can be beneficial to develop, promote and implement green practices. Results show that awareness of corporate green practices and purchase behaviors of green products are significantly different between genders and departments. Awareness of green practices of lower-level students is relatively lower than that of higher-level. Consumers' knowledge of green practices and green promotion are positively correlated. However, knowledge of green practices and actual purchase behaviors of green products are negatively correlated. The implications of this research are that enterprise may demonstrate positive attitude towards the implementation of green practices through marketing mix and services. Secondly, enterprises should proactively meet green products related certifications as their strategic actions to encourage consumers with green concepts. Furthermore, in order to strengthen the environmental concepts of college students, colleges may broaden their general education with some more green related courses. It is expected that the influence could enhance students' environmental awareness.
Appears in Collections:	[Department of Information Management & Graduate Institute of Information Management] Thesis

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