宗教性、利他性與主觀規範對於綠色產品購買意願之影響

Abstract

在21世紀能源危機、地球暖化的當下，綠色行銷將會是未來行銷的主流。而這波國際性的綠色浪潮也逐漸影響到台灣的消費型態，小從再生用紙等消耗性產品，大至生活型態、環境維護等，都同樣顯示出消費者環保意識的崛起，實踐了1990年代所奉行的“3R”概念：再生(Recycle)、再利用(Reuce)，和減少(Reduce)。本研究主旨在探討影響綠色消費態度與意願之各種文化及心理因素，並特別加入了過去商管類文獻較少分析的宗教性與利他性因子。為達成此一目的，本研究首先提出概念模式，並以問卷調查進行實證研究，最後採用結構方程模式作為分析工具，進行衡量模式與結構模式之適配性驗證，並檢定所探討之各項研究假設。研究結果發現，除了「生態關心」與「涉入效果」仍為消費者購買綠色商品之主要影響因素外，「宗教性」與「利他性」也顯著地正向影響購買意願，符合了一般人的認知印象：有宗教信仰的人比較會去關心生態環保的相關議題。不過和過去一般態度行為理論不同的是，本研究所分析的「主觀規範」因子未能達到統計上的顯著性。最後，依據研究結果與結論來進行討論，提出管理建議與後續相關研究可進一步探討之處。

“Green” has been a trend for several years. Many countries have issued regulations to control the impact caused by consumers and companies, and so did Taiwan. Nowadays, not only government but also consumers have more and more awareness about environment. Thus, green consumption and green marketing are gradually prevailed among business area.This study examines the influence of various cultural and psychological factors, including religiosity and altruism, which have been less discussed in MBA thesises on attitudes toward green purchase intention. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a questionnaire survey. Then, the method of structural equation modeling was employed to confirm the fitness of the research model and the cause-effect relationships among the variables.The results confirm the influence of the subject’s religiosity and altruism on their attitudes toward green consumption. Finally, the managerial implications of adopting environmentally-based marketing programs and concerns relevant to future research in this area are also addressed.