生活型態與綠色消費意願之研究-以環境知覺與環境知識為干擾變項

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/5813

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題名:	生活型態與綠色消費意願之研究-以環境知覺與環境知識為干擾變項 The Study of Relationship between Lifestyle and Green Purchase Intention - Using Environmental Awareness and Environmental Knowledge as Moderator
作者:	吳佳蓉
貢獻者:	國際企業管理研究所
關鍵詞:	生活型態環境知覺環境知識綠色消費意願綠色消費已成為全球的環保趨勢，因此，綠色消費市場未來將深具潛力。為擴展綠色消費意願之知識領域，本研究以生活型態為自變項，探討生活型態與綠色消費意願之關係，並以環境知覺與環境知識為干擾變項，進一步釐清兩變數間的關係。本研究資料蒐集是以問卷形式進行，以具有3C產品消費經驗的消費者作為研究對象。並且，以生活型態變數作為市場區隔基礎，資料分析則利用因素分析對生活型態變數進行資料縮減，再以集群分析法進行市場區隔，之後，採用單因子變異數分析與單因子共變數分析，驗證本研究所提之假設。本研究結果顯示，透過生活型態變數進行有效的市場區隔，分為：積極活躍族、理性規劃族、流行時尚族與自負前衛族。並且，不同生活型態集群的消費者，其綠色消費意願間具有顯著差異。本研究進一步發現，樂於環保行動、大自然關係以及環境知識皆對生活型態與綠色消費意願間之關係具有干擾效果，唯環境感覺則對生活型態與綠色消費意願間之關係不具有干擾效果。 Obviously, green purchase has become the trend in the world, and we can there-fore expect a potential market for green consumers. For expanding the epistemic sphere on green purchase, the research takes lifestyle as an independent variable to explore the relationships between lifestyle and green purchase intention. Through the moderate function on environmental awareness and environmental knowledge, we can clarify further the relationship between two variables. The research data is collected by questionnaires, which completed by customers who had experience consuming 3C products. Market segmentation is based on life-styles of consumers. Factor analysis is employed for dimension reduction, cluster analysis is applied for classification, and some statistical method, such as one-way ANOVA, one-way ANCOVA are used to verify the hypothesis that were presented in this study. The study shows, through the process of segmentation, four consumer types: ac-tive tendency, reasoned and planned tendency, fashion following, arrogance tendency. The research also shows significant difference between market segmentation in green purchase intention. Further readiness for pro-environmental action, relation to nature and environmental knowledge moderate the relationship between lifestyle and green purchase intention, but environmental feelings don’t moderate the relationship between two variables.
日期:	2007
上傳時間:	2010-07-05 10:06:11 (UTC+8)
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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