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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/29743
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| 題名: | 建立綠色採用行為的綜合模型：以知覺社會責任與知覺心理利益為調節作用 |
| 其他題名: | Toward a Comprehensive Model of Green Adoption Behavior: The Moderating Roles of Perceived Social Responsibility and Perceived Psychological Benefits |
| 作者: | 武明君
VU, MINH QUAN |
| 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: | 人格特質;綠色採納行為;綠色環境自我認同;知覺社會責任感;知覺心理利益
personal traits;green adoption behavior;green environmental self-identity;perceived social responsibility;perceived psychological benefits |
| 日期: | 2023 |
| 上傳時間: | 2023-11-13 14:44:08 (UTC+8) |
| 摘要: | 資源枯竭和環境變化對自然生態系統和人類社會產生了顯著的負面影響。因此，提高綠色產品採用率和減少環境惡化已成為企業和個人的首要任務。然而，尚未開發出一個綜合框架來整合採納綠色產品行為的前因、中介因子和調節因子。本研究旨在填補這些研究空缺，調查前因（個人特質）和中介（環境關注、綠色環境態度、綠色環境自我認同和綠色客戶價值）對消費者綠色採納行為的影響。並進一步探討知覺社會責任和知覺心理利益的調節作用。基於信號理論、態度-行為-情境 (ABC) 理論、價值-信念-規範 (VBN) 理論和社會認同理論的整合，提出一研究模型。 本研究採用 MTurk 線上數據蒐集平台的調查方法，共蒐集 352 筆樣本。數據分析採用SPSS22和SmartPLS3。研究結果顯示，人格特質在環境關注、綠色環境態度和綠色顧客價值中扮演重要作用。環境問題也是促進綠色環境態度、綠色環境自我認同和綠色客戶價值等中介變量的一些最重要的結構。這些調解員進一步顯著促進了消費者的綠色採納。知覺社會責任和知覺心理利益被確定為兩個重要的調節因子，可以為消費者的綠色採納行為提供綠色環境態度、綠色環境自我認同和綠色顧客價值的交互效應。 由於以往的研究仍然很少整合相關研究結構來解釋消費者的綠色採納行為現象，本研究結果可供學者們對該研究問題進行進一步驗證。研究結果也可能對企業經理人設計和實施適當的綠色行銷和管理策略以追求公司的可持續發展非常有幫助。
Resource depletion and environmental change have a significant negative effect on the natural ecosystem and human societies. Thus, increasing green adoption and reducing environmental deterioration have been the top priority issues not only for firms but also for individuals. However, a comprehensive framework to integrate antecedents, mediators, and moderators of green adoption behavior has yet to be developed. This study intended to fulfil these research gaps and aimed to investigate the effects of antecedents (personal traits), and mediators (environmental concern, green environmental attitude, green environmental self-identity, and green customer value) on consumers' green adoption behavior. The moderating roles of perceived social responsibility and perceived psychological benefits were also investigated. A research framework was developed based on an integration of signalling Theory, Attitude-Behavior-Context (ABC) Theory, Value-Belief-Norm (VBN) Theory, and Social Identity Theory. A survey approach was adopted using MTurk online data collection platform to obtain data from 352 randomized respondents. SPSS22 and SmartPLS3 were adopted in data analysis. The study results indicated that personality traits play important roles in environmental concern, green environmental attitude, and green customer value. Environmental concerns also serve as some of the most important constructs to promote mediating variables such as green environmental attitude, green environmental self-identity, and green customer value. These mediators further significantly facilitate consumers' green adoption. Perceived social responsibility and perceived psychological benefits were identified as two important moderators that can provide interactive effects with green environmental attitude, green environmental self-identity, and green customer value on consumers' green adoption behavior. Since previous studies still rarely integrated relevant research constructs to explain the phenomenon of consumers' green adoption behavior, this study has filled the research gaps to embrace our understanding of antecedents, mediators, and moderators of green adoption behavior. The study results could be very supportive for academicians to conduct further validation on this research issue. The results could be also very helpful for executives and managers to design and implement appropriate green marketing and management strategies to pursue the sustainability development of the firm. |
| 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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