隨著環境問題的關注越來越多，綠色行變得廣泛推廣。本研究的目的是探討消費者對於自己攜帶購物袋的行為意圖。 運用Hunt & Vitell (1986)的行銷倫理通論及Ajzen (1985) 的計畫行為理論來研究消費者是因為何因素而影響攜帶購物袋的行為。 本研究提出一個架構模型並通過601份問卷的證實。 經過樣本分析後，發現個人的道義評論價及一部分目的評論價是影響態度、主觀規範及行為控制知覺的因素，而這會直接影響行為意圖。 另外，本研究提供了新觀點是運用道德和計劃行為理論來解釋其中一種的綠色消費行為。 本研究的結果可以為政府提供一個增加綠色行為更有效的政策。

As the concern of environmental issue is increasing, the act of conservation and green behavior has been widely promoted. This study aims to examine consumers’ intentions to bring their own shopping bags when grocery shopping (called “BYOB”). Influencing factors in regard to BYOB intention were derived from the General Theory of Marketing Ethics and the Theory of Planned Behavior literature. A model has been proposed and validated using surveys of 601 consumers. The findings suggested that deontological and partial of teleological evaluations were related to attitude, subjective norm, and perceived behavioral control. Additionally, this study contributes in providing insights for applying general ethics and theory of planned behavior to explain green consumer behavior. The results of this study provide governments with a more effective policy to increase green behaviors. Implications and research limitations are discussed at the end.

Table of Contents
Table of Contents................................................................................................................................ I
List of Figures .................................................................................................................................. III
List of Tables ................................................................................................................................... IV
CHAPTER 1 INTRODUCTION ........................................................................................................ 1
1.1. Research Background and Motivation .................................................................................. 1
1.2. Purpose ................................................................................................................................. 5
1.3. Research procedure ............................................................................................................... 6
CHAPTER 2 LITERATURE REVIEW ............................................................................................. 7
2.1. Green Marketing ................................................................................................................... 7
2.2. Sustainability...................................................................................................................... 10
2.3. General Theory of Marketing Ethics .................................................................................. 10
2.4. Theory of Planned Behavior ............................................................................................... 13
CHAPTER 3 RESEARCH DESIGN AND MEASUREMENT ...................................................... 16
3.1. Research Model .................................................................................................................. 16
3.2. Research Hypotheses .......................................................................................................... 17
3.3. Questionnaire Design .......................................................................................................... 21
3.4 Definitions and Measurements of the Constructs ............................................................... 22
3.5. Data Collection ................................................................................................................... 26
CHAPTER 4 RESEARCH METHODOLOGY ............................................................................... 27
4.1. Sampling Analysis .............................................................................................................. 27
4.2. Factor Analysis ................................................................................................................... 29
4.3. Reliability and Validity Analysis ........................................................................................ 32
4.4. Structural Model ................................................................................................................. 35
II
CHAPTER 5 CONCLUSION AND IMPLICATIONS ................................................................... 38
5.1. Research Conclusion ........................................................................................................... 38
5.2. Implications........................................................................................................................ 40
5.3. Limitations .......................................................................................................................... 40
References ....................................................................................................................................... 41
Appendix ......................................................................................................................................... 49
Questionnaire in English ..................................................................................................... 49
Questionnaire in Chinese .................................................................................................... 55


 
 
List of Figures

Figure 1: Research procedure	6
Figure 2: Research model	16
Figure 3: Structural model results	36
 
List of Tables
Table 2-1: Summary of existing research of Green Marketing	8
Table 2-2: Summary of existing research of the General Theory of Marketing Ethics	12
Table 2-3: Summary of existing research of Theory of Planned Behavior	14
Table 3-1: Deontological evaluation definition and measurements	23
Table 3-2: Teleological evaluation definition and measurements	23
Table 3-3: Attitude definition and measurements	24
Table 3-4: Subjective norm definition and measurements	24
Table 3-5: Perceived behavioral control definition and measurements	25
Table 3-6: Intentional behavior definition and measurements	25
Table 4-1: Demographic characteristic of respondents	28
Table 4-2: BYOB characteristic of respondents	28
Table 4-3: Interpretation of the level of KMO value	29
Table 4-4: KMO and Bartlett’s test result	30
Table 4-5: Second trial of KMO and Bartlett’s test result	30
Table 4-6: Rotated Component Matrix	31
Table 4-7: Factor analysis of this study	32
Table 4-8: Cronbach’s α coefficient of this study	32
Table 4-9: Measurement Model	33
Table 4-10: Correlation among constructs and the square root of AVE	34
Table 4-11: Model fit statistics	34
Table 4-12: Revised items of the constructs	37
Table 4-13: Results of structural model	37

References

Adane, L., & Muleta, D. (2011). Survey on the usage of plastic bags, their disposal and adverse impacts on environment: A case study in Jimma City, Southwestern Ethiopia. journal of toxicology and environmental health sciences, 3(8), 234-248. 
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. 
Akaah, I. P. (1997). Influence of Deontological and Teleological Factors on Research Ethics Evaluations. Journal of Business Research, 39(2), 71-80. 
Akehurst, G., Afonso, C., & Helena Martins, G. (2012). Re-examining green purchase behaviour and the green consumer profile: new evidences. Management Decision, 50(5), 972-988. 
Al-Swidi, A., Mohammed Rafiul Huque, S., Haroon Hafeez, M., & Noor Mohd Shariff, M. (2014). The role of subjective norms in theory of planned behavior in the context of organic food consumption. British Food Journal, 116(10), 1561-1580. 
Albayrak, T., Aksoy, S., & Caber, M. (2013). The effect of environmental concern and scepticism on green purchase behaviour. Marketing Intelligence & Planning, 31(1), 27-39. 
Arseculeratne, D., & Yazdanifard, R. (2014). How Green Marketing Can Create a Sustainable Competitive Advantage for a Business. International Business Research, 7(1), 130-137.  
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. 
Bartlett, M. S. (1951). The Effect of Standardization on a χ2 Approximation in Factor Analysis. Biometrika, 38(3/4), 337-344. 
Boone, L. E., & Kurtz, D. L. (2009). Contemporary business 2010 update: John Wiley & Sons.
Bureau, S. (2014). Population by sex, rate of population increase, average persons per household, density and natural increase rate.  
Chahal, H., Dangwal, R., & Raina, S. (2014). Antecedents and consequences of strategic green marketing orientation. Journal of Global Responsibility, 5(2), 338.  
Chan, R. Y., Wong, Y. H., & Leung, T. K. (2008). Applying Ethical Concepts to the Study of "Green" Consumer Behavior: An Analysis of Chinese Consumers' Intentions to Bring their Own Shopping Bags. Journal of Business Ethics, 79(4), 469-481. 
Chang, M. K. (1998). Predicting unethical behavior: A comparison of the theory of reasoned action on the theory of planned behavior. Journal of Business Ethics, 17(16), 1825-1834.  
Cherian, J., & Jacob, J. (2012). Green marketing: A study of consumers’ attitude towards environment friendly products. Asían social science, 8(12), p117. 
Cherry, J., & Fraedrich, J. (2002). Perceived risk, moral philosophy and marketing ethics: mediating influences on sales managers' ethical decision-making. Journal of Business Research, 55(12), 951-962. 
Chow, W., & Chen, Y. (2009). Intended Belief and Actual Behavior in Green Computing in Hong Kong The Journal of Computer Information Systems, 50(2), 136-141.  
Clapp, J., & Swanston, L. (2009). Doing away with plastic shopping bags: international patterns of norm emergence and policy implementation. Environmental Politics, 18(3), 315-332. 
Convery, F., McDonnell, S., & Ferreira, S. (2007). The most popular tax in Europe? Lessons from the Irish plastic bags levy. Environmental and Resource Economics, 38(1), 1-11. 
Cronan, T. P., & Al-Rafee, S. (2008). Factors that influence the intention to pirate software and media. Journal of Business Ethics, 78(4), 527-545. 
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334. 
DeJong, A. (2015, 02/12/2015 Feb 12). Opinion: Skip the plastic. University Wire. 
Ellis, S., Kantner, S., Saab, A., Watson, M., & Kadonaga, L. (2005). Plastic grocery bags: the ecological footprint. Student publications, VIPIRG publications, University of Victoria, PO Box, 3050, 1-19. 
Eric, S. W. C. (2013). Gap analysis of green hotel marketing. International Journal of Contemporary Hospitality Management, 25(7), 1017-1048.  
Ferrell, O. C., Fraedrich, J., & Ferrell, L. (2014). Business ethics: Ethical decision making & cases: Cengage learning.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50. 
Garver, M. S., & Mentzer, J. T. (1999). Logistics research methods: employing structural equation modeling to test for construct validity. Journal of business logistics, 20(1), 33. 
Gefen, D., Straub, D., & Boudreau, M.-C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the association for information systems, 4(1), 7. 
Gilg, A., Barr, S., & Ford, N. (2005). Green consumption or sustainable lifestyles? Identifying the sustainable consumer. Futures, 37(6), 481-504. 
Hair, J., Anderson, R., Tatham, R., & Black, W. (1995). Multivariate Data Analysis (4 ed.): Englewood Cliffs, NJ: Prentice Hall.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152. 
Han, H., Hsu, L.-T., & Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325-334. 
Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29(4), 659-668. 
Hetrick, J. (2012, 11/18/2012 Nov 18). Reusable bags a better choice for the earth, wildlife and people. McClatchy - Tribune Business News. 
Hox, J., & Bechger, T. (1998). An introduction to structural equation modelling. Family Science Review, 11(354-373). 
Hunt, S. D., & Vasquez-Parraga, A. Z. (1993). Organizational consequences, marketing ethics, and salesforce supervision. Journal of Marketing Research, 30(1), 78-90. 
Hunt, S. D., & Vitell, S. (1986). A general theory of marketing ethics. Journal of macromarketing, 6(1), 5-16. 
Johri, L. M., & Kanokthip, S. (1998). Green marketing of cosmetics and toiletries in Thailand. The Journal of Consumer Marketing, 15(3), 265-281.  
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36. 
Kaman, L. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26(6), 573-586. 
Kim, H. Y., & Chung, J.-E. (2011). Consumer purchase intention for organic personal care products. The Journal of Consumer Marketing, 28(1), 40-47. 
Kim, Y., & Han, H. (2010). Intention to pay conventional-hotel prices at a green hotel – a modification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8), 997-1014. 
Kuo, J.-H., Tseng, H.-H., Rao, P. S., & Wey, M.-Y. (2008). The prospect and development of incinerators for municipal solid waste treatment and characteristics of their pollutants in Taiwan. Applied Thermal Engineering, 28(17), 2305-2314. 
Lu, L.-c., Chang, H.-h., & Chang, A. (2015). Consumer Personality and Green Buying Intention: The Mediate Role of Consumer Ethical Beliefs. Journal of Business Ethics, 127(1), 205-219. 
Lu, L.-T., Hsiao, T.-Y., Shang, N.-C., Yu, Y.-H., & Ma, H.-W. (2006). MSW management for waste minimization in Taiwan: The last two decades. Waste Management, 26(6), 661-667. 
Ma, Y. J., Littrell, M. A., & Niehm, L. (2012). Young female consumers' intentions toward fair trade consumption. International Journal of Retail & Distribution Management, 40(1), 41-63. 
Macur, B. M., & Pudlowski, Z. J. (2009). Plastic bags-a hazard for the environment and a challenge for contemporary engineering educators. World Trans. Engineer. Technol. Educ, 7(2), 122-126. 
Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and social psychology Bulletin, 18(1), 3-9. 
Mayo, M. A., & Marks, L. J. (1990). An Empirical Investigation of a General Theory of Marketing Ethics. Journal of the Academy of Marketing Science, 18(2), 163-171. 
Mokhtar, S. h., & Deng, Y.-S. (2015). Identification of Key Forces Influencing Sustainable Development in Taiwan. Journal of Sustainable Development, 8(2), 174-186.  
Nunnally, J. C., Bernstein, I. H., & Berge, J. M. t. (1967). Psychometric theory (Vol. 226): JSTOR.
Nuttavuthisit, K., & Thgersen, J. (2015). The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food. Journal of Business Ethics, 1-15. 
Peace, A. G., Galletta, D. F., & Thong, J. Y. L. (2003). Software Piracy in the Workplace: A Model and Empirical Test. Journal of Management Information Systems, 20(1), 153-177. 
Peattie, K., & Crane, A. (2005). Green marketing: legend, myth, farce or prophesy? Qualitative Market Research, 8(4), 357-370.  
Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. The Journal of Consumer Marketing, 25(5), 281-293. 
Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2). 
Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series, 12(2), 73-83. 
Rakic, M., & Rakic, B. (2015). SUSTAINABLE LIFESTYLE MARKETING OF INDIVIDUALS: THE BASE OF SUSTAINABILITY. Amfiteatru Economic, 17(40), 891-908. 
Rallapalli, K. C., Vitell, S. J., & Barnes, J. H. (1998). The Influence of Norms on Ethical Judgments and Intentions: An Empirical Study of Marketing Professionals. Journal of Business Research, 43(3), 157-168. 
Randall, D. M., & Gibson, A. M. (1991). Ethical Decision Making in the Medical Profession: An Application of the Theory of Planned Behavior. Journal of Business Ethics, 10(2), 111.  
Reidenbach, R. E., & Robin, D. P. (1990). Toward the Development of a Multidimensional Scale for Improving Evaluations of Business Ethics. Journal of Business Ethics, 9(8), 639.  
Rex, E., & Baumann, H. (2007). Beyond ecolabels: what green marketing can learn from conventional marketing. Journal of Cleaner Production, 15(6), 567-576. 
Roach, J. (2003). Are Plastic Grocery Bags Sacking the Environment? National Geographic News, 2. 
Schniederjans, D., & Schniederjans, M. (2015). Quality management and innovation: new insights on a structural contingency framework. International Journal of Quality Innovation, 1(1), 1-20. 
Shahnaei, S. (2012). The impact of individual differences on green purchasing of Malaysian consumers. International Journal of Business and Social Science, 3(16), 132-140. 
Soyez, K. (2012). How national cultural values affect pro-environmental consumer behavior. International Marketing Review, 29(6), 623-646. 
Swaim, J. A., Maloni, M. J., Napshin, S. A., & Henley, A. B. (2014). Influences on Student Intention and Behavior Toward Environmental Sustainability. Journal of Business Ethics, 124(3), 465-484. 
Tabachnick, B. G., Fidell, L. S., & Osterlind, S. J. (2001). Using multivariate statistics. 
Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(10/11), 808-822.  
Thanika Devi, J., Pudaruth, S., & Marie Monique Emmanuelle, N. (2012). Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World Journal of Entrepreneurship, Management and Sustainable Development, 8(1), 36-59. 
Thong, J. Y., & Yap, C.-S. (1998). Testing an ethical decision-making theory: The case of softlifting. Journal of Management Information Systems, 15(1), 213-237. 
Vermillion, L. J., Lassar, W. M., & Winsor, R. D. (2002). The Hunt-Vitell general theory of marketing ethics: Can it enhance our understanding of principal-agent relationships in channels of distribution? Journal of Business Ethics, 41(3), 267-285.  
Vitell, S. J., Nwachukwu, S. L., & Barnes, J. H. (1993). The effects of culture on ethical decision-making: An application of Hofstede's typology. Journal of Business Ethics, 12(10), 753-760. 
Wan, C., Cheung, R., & Geoffrey Qiping, S. (2012). Recycling attitude and behaviour in university campus: a case study in Hong Kong. Facilities, 30(13/14), 630-646. 
Williamson, L. (2003). It's Not My Bag, Baby! OnEarth Magazine. 
Wu, S.-I., & Chen, J.-Y. (2014). A Model of Green Consumption Behavior Constructed by the Theory of Planned Behavior. International Journal of Marketing Studies, 6(5), 119-132.  
Wu, S.-I., & Chen, Y.-J. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6(5), 81-100. 
Yoon, C. (2011). Ethical decision-making in the Internet context: Development and test of an initial model based on moral philosophy. Computers in Human Behavior, 27(6), 2401-2409. 
Zhou, Y., Thgersen, J., Ruan, Y., & Huang, G. (2013). The moderating role of human values in planned behavior: the case of Chinese consumers' intention to buy organic food. The Journal of Consumer Marketing, 30(4), 335-344.