消費者環保行為研究中，多以理性行為模式解釋影響消費者綠購買行為之前因，但實證研究對於綠購買態度影響綠購買行為之假設，仍然無法獲得一致的支持。此外，根據現況效應的論點，消費者會傾向於保留原始行為，除非存在放棄原始決策的合理理由。然而，理性行為模式缺乏對於消費者可能放棄原本購買行為的決策因素探討。因此，本研究之主要目的為整合理性行為模式與拓展模式觀點，提出同時具備正向展現因素與負向放棄因素的雙重路徑模型，使消費者綠購買行為之解釋模型更為完整。本研究認為影響消費者綠購買行為展現的正向因素，除環保知覺效能、環保知識、綠購買態度與綠購買意圖之外，消費者環保行為鑲嵌度是另一個重要的正向影響前因。綠購買行為的負向因素，包括拓展模式中的相關因素，如知覺環保衝擊事件、環保心像違背與非環保產品的評估與搜尋。拓展模式相關因素會提升消費者放棄環保行為意圖，間接降低綠購買行為之展現。問卷調查結果顯示，本研究所提出之雙重路徑觀點獲得支持，該模式與理性行為模式相容並包含更完整的解釋因素。模式比較之結果顯示，本研究所提出的雙重路徑整合模式，相較於獨立的理性行為模式或拓展模式，整合模式之表現皆較為優良。 / Most studies of consumer environmental protection behavior apply the theory of reasoned action to predict consumer green purchase behavior. However, the assumed relationship between green purchase attitude and green purchase behavior has not received consistent support in the previous research. Besides, according to the view of status quo effect, consumers tend to repeat the current behaviors unless justifiable quit reason is existence. However, the theory of reasoned action does not offer explanation of why consumers might quit green purchase behavior. The purpose of this study is to integrate the theory of reasoned action and unfolding model then provide a dual-route model which has positive and negative antecedents of green purchase behavior simultaneously and makes the explanation model more complete. In this study, the positive antecedents of consumer green purchasing include environmental perceived effectiveness, environmental knowledge, green purchase attitude, and green purchase intention. In addition, embeddedness of environmental protection behavior is another critical positive factor to influence consumer green purchase behavior. The negative antecedents of consumer green purchase behavior include the factors of unfolding model, i.e., perceived environmental shocks, environmental image violation, and alternative product searching and evaluation. The factors of unfolding model will increase the quit intention of green purchasing and decrease green purchase behavior indirectly. The result of a two-waved survey and SEM analysis shows that the dual-route model has satisfactory measurement performance and explanation capability. The result of model comparison analysis shows that the explanatory capability of the dual-route model is better than all other single theoretical models, including the reasoned action model and unfolding model.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096355511 |
| Creators | 洪敘峰, Hung, Hsu Feng |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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