綠色行銷與綠色心理利益對於綠色購買意圖之調節效果在柬埔寨：計畫行為理論之延伸

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-管理科學碩博士班 > Item 987654321/27999

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題名:	綠色行銷與綠色心理利益對於綠色購買意圖之調節效果在柬埔寨：計畫行為理論之延伸
其他題名:	The Moderating Effects of Green Marketing and Green Psychological Benefits on Green Purchase Intention: An Extension of the Theory of Planned Behavior
作者:	何森虹 SENGHEANG, HOURT
貢獻者:	企業管理學系管理科學碩博士班吳萬益;廖英凱 WU, WANN-YIH;LIAO, YING-KAI
關鍵詞:	環境關切;環境意識;綠色行銷;綠色顧客價值;綠色心理利益;計畫行為理論 Environmental concern;Environmental Awareness;Green Marketing;Green customer value;Green Psychological benefits;Theory of Planned Behavior (TPB)
日期:	2019
上傳時間:	2022-02-22 15:02:27 (UTC+8)
摘要:	由於人類的需求造成非永續的消費，已經嚴重影響環境之永續議題例如全球氣候暖化、空氣汙染、水汙染及廢棄物推積，這些環境議題已經引起非常多的關切，要求社會必須改變傳統的消費模式及購買行為來追求進一步的環境永續，基於以上的考量，本研究試圖發展一個全面性的研究架構，來探討綠色採購的前置變數、結果變數及干擾變數，並進一步實證此研究架構之可行性，因此本研究的第一個目的是要調查綠色購買之影響因素，包括環境關切、環境意識、主觀規範、知覺道德義務及綠色顧客價值。　　本研究的第二個目的是要探討綠色行銷及綠色心理利益，對於綠色採購之干擾效果，本研究是在柬埔寨地區蒐集319位受訪者之資料，利用部分最小平方法(PLS)進行分析，研究之結果顯示顧客對於綠色產品之態度、主觀規範、知覺道德義務及知覺行為控制，對於綠色購買意圖有顯著的影響。而環境意識對於環境關切、主觀規範、知覺道德義務及知覺行為控制有顯著的影響。　　本研究之結果可提供學術界最為更進一步實證有關綠色購買之依據，本研究之結果也可作為企業經理人發展及管理綠色行銷業務之參考。　　The unsustainable levels of consumptions globally from human needs has led to severe environmental sustainability issues such as global warming, air pollution, water pollution, land pollution and waste generation. These environmental issues have called a lot of attention to ask the society to change their conventional consumption patterns and purchases behavior toward the pursuit of environmental sustainability. Based on above considerations, this study tries to develop a comprehensive research framework to identify antecedents, consequences and moderators of green purchase, and empirically tested the viability of the framework. 　　The purpose of this study is firstly to investigate the influential factors of green purchase, such as environmental concerns, environmental awareness, subjective norms, perceived moral obligation and green customer value on green purchase intention. Secondly, the moderating effects of green marketing and green psychological benefit that influence on green purchase intention is also evaluated. This study derived and examined the model through the Partial Least Squares (PLS) in a sample of 319 respondents in Cambodia. 　　The findings of this model indicated that consumer attitude toward green products, subjective norm, perceived moral obligation, and perceived behavioral control have a significant positive influence to purchase intention. Furthermore, the results of this study indicated that the moderating effect of green marketing and green psychological benefit also has significant positive moderate to green purchase intention. The results of this study have provided as a critical reference for academicians to conduct further empirical validations on the research of green purchase intention. The results may also be very useful for managers to develop and manage the business of green marketing.
顯示於類別:	[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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