淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-2006201815054600
中文論文名稱 綠色產品與消費者購買意願之探討-以綠色時尚為例
英文論文名稱 A Study on Consumer's Consumption Intentions of Green Product: A Case Study of Green Fasion
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 106
學期 2
出版年 107
研究生中文姓名 康倪碩
研究生英文姓名 Ni-Shuo Kang
學號 605550598
學位類別 碩士
語文別 中文
口試日期 2018-06-13
論文頁數 80頁
口試委員 指導教授-張勝雄
委員-邱宏仁
委員-蔡政言
中文關鍵字 綠色時尚  消費者與公司認同  綠色涉入程度 
英文關鍵字 Green Fashion  Consumer-Company Identification  Green Involvement 
學科別分類
中文摘要 本研究以綠色時尚的角度探討綠色產品與消費者購買意願,並利用網路問卷作調查,共回收581 份有效樣本,本研究以消費者對公司認同理論,並以綠色涉入程度做為干擾變數,進而探討消費者對於綠色時尚服飾的購買意願及影響購買綠色產品意願之關係。
本研究經驗證研究假說,得知以下結論:當消費者對於綠色時尚公司的公司識別與自身感覺愈具綠色識別相似性時,則對於消費者愈具吸引力。當消費者所知覺之綠色時尚公司的公司識別愈具綠色識別獨特性時,則對於消費者愈具吸引力。當消費者對於綠色時尚的公司識別愈具綠色識別尊貴性時,則對於消費者愈具吸引力。當消費者所知覺之公司認同愈具綠色涉入程度時,則對於消費者產生公司認同的相關特性和吸引力評價之間的關係,具有正向干擾效果。消費者所知覺愈具吸引力的公司認同,則愈容易對公司產生認同。消費者所知覺之綠色公司識別吸引力的綠色涉入程度愈高,則對於綠色識別吸引力具有正向干擾效果。研究發現公司認同的相關特性和吸引力評價之間的關係具有干擾作用。消費者所知覺愈具吸引力的公司認同,則愈容易對公司產生認同。當公司的綠色涉入程度愈高,則綠色消費者對於公司愈加認同。
英文摘要 This study explores the willingness of consumers to purchase green products and green fashion, analised by an online questionnaire to conduct surveys.A total of 581 valid samples were recovered. This study based on Consumer-Company Identi-fication and interferes variables with the degree of green involvement to explore the consumer's willingness to buy green fashion apparel and the desire to influence the purchase of green products.
This research has been validated by the research hypothesis and learned the following conclusions:When the consumer recognition the green fashion of the companies is more similar/ distinctiveness / prestige to their own perception of green identity, it is more attractive to consumers. Consumers are aware that when the companies have more environmental awareness, they have an interfering effect on the relationship between the relevant characteristics of the company’s corporate identity and the attractiveness evaluation. It is easier for companies to identify with companies that have become more attractive to consumers. When the company's green involvement is higher, green consumers increasingly identify the company.
論文目次 中文摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第四節 研究範圍 5
第二章 文獻探討 6
第一節 綠色行銷 6
第二節 綠色消費者行為 9
第三節 綠色消費者態度 12
第四節 消費者與公司認同理論 14
第五節 品牌形象、偏好與忠誠 16
第六節 綠色時尚 18
第七節 綠色行銷相關研究 21
第三章 研究方法 22
第一節 研究架構 22
第二節 研究假說 24
第三節 操作型定義與問項衡量 31
第四節 抽樣方法與問卷設計 42
第四章 研究結果分析 43
第一節 敘述性統計 43
第二節 因素分析 47
第三節 信度與效度分析 50
第四節 相關分析 52
第五節 迴歸分析 54
第五章 研究結論與建議 60
第一節 研究結論 60
第二節 研究貢獻與管理意涵 62
第三節 研究限制 63
第四節 研究建議 64
參考文獻 65
附錄一 本研究問卷 72

圖1-1研究流程圖 4
圖2-1研究之概念性架構圖 23
圖3-1受測者性別分布圖 43
圖3-2受測者性別分布圖 43
圖3-3受測者職業分布圖 44
圖3-4受測者年齡分布圖 45
圖3-5受測者教育程度分布圖 45
圖3-6受測者可支配所得分布圖 46

表1-1識別相似性問像衡量 31
表1-2識別獨特性問項衡量 33
表1-3識別尊貴性問項衡量 35
表1-4識別吸引力問項衡量 36
表1-5公司認同問項衡量 37
表1-6綠色涉入程度問像衡量 39
表2-1人口統計變數的問項衡量 41
表3-1 KMO係數衡量標準 47
表3-2 KMO與Bartlett檢定結果 48
表3-3第二次因素分析結果 49
表3-4可信度與Cronbachα係數之對照表 50
表3-5本研究信度分析表 51
表3-6相關分析結果 52
表3-7線性迴歸分析結果 55

參考文獻 英文文獻
Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. Journal of applied psychology, 90(3), 574.
Alexander, R. S. (1960). Marketing definitions: A glossary of marketing terms.
Alreck, P. L., & Settle, R. B. (1999). Strategies for building consumer brand preference. Journal of Product & Brand Management, 8(2), 130-144.
Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of management review, 14(1), 20-39.
Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of Business Research, 17(1), 51-56.
Banerjee, B., & McKeage, K. (1994). How green is my value: exploring the relationship between environmentalism and materialism. ACR North American Advances.
Bansal, P., & Roth, K. (2000). Why companies go green: A model of ecological responsiveness. Academy of management journal, 43(4), 717-736.
Barnes, L., & Lea-Greenwood, G. (2006). Fast fashioning the supply chain: shaping the research agenda. Journal of Fashion Marketing and Management: An International Journal, 10(3), 259-271.
Bartlett, M. S. (1951). A further note on tests of significance in factor analysis. British Journal of Statistical Psychology, 4(1), 1-2.
Beard, N. D. (2008). The branding of ethical fashion and the consumer: a luxury niche or mass-market reality? Fashion Theory, 12(4), 447-467.
Bergami, M., & Bagozzi, R. P. (2000). Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
Bhardwaj, V., & Fairhurst, A. (2010). Fast fashion: response to changes in the fashion industry. The International Review of Retail, Distribution and Consumer Research, 20(1), 165-173.
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing, 67(2), 76-88.
Bodet, G. (2008). Customer satisfaction and loyalty in service: Two concepts, four constructs, several relationships. Journal of retailing and consumer services, 15(3), 156-162.
Boninger, D. S., Krosnick, J. A., & Berent, M. K. (1995). Origins of attitude importance: self-interest, social identification, and value relevance. Journal of personality and social psychology, 68(1).
Bonini, S., & Oppenheim, J. (2008). Cultivating the green consumer. Stanford Social Innovation Review, 6(4), 56-61.
Brewer, M. B. (1991). The social self: On being the same and different at the same time. Personality and social psychology bulletin, 17(5), 475-482.
Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 15(2), 210-224.
Cervellon, M.-C., Carey, L., & Harms, T. (2012). Something old, something used: Determinants of women's purchase of vintage fashion vs second-hand fashion. International Journal of Retail & Distribution Management, 40(12), 956-974.
Chan, T.-y., & Wong, C. W. (2012). The consumption side of sustainable fashion supply chain: Understanding fashion consumer eco-fashion consumption decision. Journal of Fashion Marketing and Management: An International Journal, 16(2), 193-215.
Charter, M. (2017). Greener marketing: A responsible approach to business: Routledge.
Charter, M., Peattie, K., Ottman, J., & Polonsky, M. (2002). Marketing and sustainability.
Cheney, P. H., & Dickson, G. W. (1982). Organizational characteristics and information systems: an exploratory investigation. Academy of management journal, 25(1), 170-184.
Christopher, M., Lowson, B., & Peck, H. (2004). Fashion logistics and Quick. Logistics and retail management, 82.
Christopher, M., Lowson, R., & Peck, H. (2004). Creating agile supply chains in the fashion industry. International Journal of Retail & Distribution Management, 32(8), 367-376.
Coddington, W. (1993). Environmental marketing: Positive strategies for reaching the green consumer: McGraw-Hill Companies.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
Curran, J. (1991). Mass media and democracy: A reappraisal. Mass media and society, 82-117.
Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the academy of marketing science, 30(3), 184-201.
Dholakia, U. M. (2001). A motivational process model of product involvement and consumer risk perception. European Journal of Marketing, 35(11/12), 1340-1362.
Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative science quarterly, 239-263.
Fernie, J., & Sparks, L. (1998). 1 Retail logistics: changes and challenges. Logistics and Retail Management: Emerging issues and new challenges in the retail supply chain, 1.
Florenthal, B., & Arling, P. (2011). Do Green Lifestyle Consumers Appreciate Low Involvement Green Products? Marketing Management Journal, 21(2), 35.
Follows, S. B., & Jobber, D. (2000). Environmentally responsible purchase behaviour: a test of a consumer model. European Journal of Marketing, 34(5/6), 723-746.
Fornell, C., & Larcker, D. F. (1981a). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Fornell, C., & Larcker, D. F. (1981b). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.
George, D., & Mallery, M. (2003). Using SPSS for Windows step by step: a simple guide and reference.
Goldsmith, R. E., Moore, M. A., & Beaudoin, P. (1999). Fashion innovativeness and self-concept: a replication. Journal of Product & Brand Management, 8(1), 7-18.
Hage, O., Söderholm, P., & Berglund, C. (2009). Norms and economic motivation in household recycling: empirical evidence from Sweden. Resources, Conservation and Recycling, 53(3), 155-165.
Hair, J. F., Anderson, R. E., Tatham, R. L., & William, C. (1998). Black (1998), Multivariate data analysis: Upper Saddle River, NJ: Prentice Hall.
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657.
Heider, F. (2013). The psychology of interpersonal relations: Psychology Press.
Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. The Journal of environmental education, 18(2), 1-8.
Jackson, T. (2001). The process of fashion trend development leading to a season. Fashion marketing: Contemporary issues, 121-132.
Jansson, J., Marell, A., & Nordlund, A. (2010). Green consumer behavior: determinants of curtailment and eco-innovation adoption. Journal of consumer marketing, 27(4), 358-370.
Joergens, C. (2006). Ethical fashion: myth or future trend? Journal of Fashion Marketing and Management: An International Journal, 10(3), 360-371.
Kaiser, H. F. (1974). An index of factorial simplicity. psychometrika, 39(1), 31-36.
Karaosmanoğlu, E., Banu Elmadağ Baş, A., & Zhang, J. (2011). The role of other customer effect in corporate marketing: Its impact on corporate image and consumer-company identification. European Journal of Marketing, 45(9/10), 1416-1445.
Kassarjian, H. H. (1971). Incorporating ecology into marketing strategy: The case of air pollution. The Journal of Marketing, 61-65.
Kilbourne, W., & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885-893.
Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese psychological research, 43(4), 195-206.
Kim, Y., & Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. ACR North American Advances.
Kotler, P. (1994). Marketing management, analysis, planning, implementation, and control, Philip Kotler: London: Prentice-Hall International.
Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347. doi: 10.1108/mip-03-2014-0068
Kunda, Z. (1999). Social cognition: Making sense of people: MIT press.
Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of consumer marketing, 18(6), 503-520.
Lee, J. I., & Shin, S. Y. (2011). The influences of consumer behavior according to their perceived suitability toward the type of corporate social responsibility activities. Fashion & Textile Research Journal, 13(6), 888-899.
Lee, K. (2009). Gender differences in Hong Kong adolescent consumers' green purchasing behavior. Journal of consumer marketing, 26(2), 87-96.
Mael, F. A., & Tetrick, L. E. (1992). Identifying organizational identification. Educational and psychological measurement, 52(4), 813-824.
Marín, L., & Ruiz de Maya, S. (2013). The role of affiliation, attractiveness and personal connection in consumer-company identification. European Journal of Marketing, 47(3/4), 655-673.
Marin, L., & Ruiz, S. (2007). “I need you too!” Corporate identity attractiveness for consumers and the role of social responsibility. Journal of business ethics, 71(3), 245-260.
Markus, H., & Wurf, E. (1987). The dynamic self-concept: A social psychological perspective. Annual review of psychology, 38(1), 299-337.
Max-Neef, M., Elizalde, A., & Hopenhayn, M. (1992). Development and human needs. Real-life economics: Understanding wealth creation, 197-213.
Mazaira, A., Gonzalez, E., & Avendaño, R. (2003). The role of market orientation on company performance through the development of sustainable competitive advantage: the Inditex-Zara case. Marketing Intelligence & Planning, 21(4), 220-229.
Miller, V. D., Allen, M., Casey, M. K., & Johnson, J. R. (2000). Reconsidering the organizational identification questionnaire. Management communication quarterly, 13(4), 626-658.
Moeller, T., Dolnicar, S., & Leisch, F. (2011). The sustainability–profitability trade-off in tourism: Can it be overcome? Journal of Sustainable Tourism, 19(2), 155-169.
Niinimäki, K. (2010). Eco‐clothing, consumer identity and ideology. Sustainable Development, 18(3), 150-162.
Nunnally, J. (1978). Psychometric methods: New York: McGraw-Hill.
O'cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of consumer behaviour, 4(1), 25-39.
Ottman, J., & Books, N. B. (1998). Green marketing: opportunity for innovation. The Journal of Sustainable Product Design, 60.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. The Journal of Marketing, 135-145.
Peattie, K., & Charter, M. (2003). Green marketing. The marketing book, 5, 726-755.
Polonsky, M. J. (1994). An introduction to green marketing. Electronic green journal, 1(2).
Pratt, M. G. (1998). Central questions in organizational identification. Identity in organizations, 171-207.
Rao, H., Davis, G. F., & Ward, A. (2000). Embeddedness, social identity and mobility: Why firms leave the NASDAQ and join the New York Stock Exchange. Administrative science quarterly, 45(2), 268-292.
Richardson, J. (1996). Vertical integration and rapid response in fashion apparel. Organization science, 7(4), 400-412.
Roberts, J. A., & Bacon, D. R. (1997). Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior. Journal of Business Research, 40(1), 79-89.
Rosa, L. (2016). Sustainable luxury consumption: An investigation on consumers’ perception of sustainability during their luxury purchasing pattern.
Rosenberg, M. J., Hovland, C. I., McGuire, W. J., Abelson, R. P., & Brehm, J. W. (1960). Attitude organization and change: An analysis of consistency among attitude components.(Yales studies in attitude and communication.), Vol. III.
Samdahl, D. M., & Robertson, R. (1989). Social determinants of environmental concern: Specification and test of the model. Environment and behavior, 21(1), 57-81.
Schoell, W. F., Guiltinan, J. P., & Valvatne, L. (1993). Marketing essentials: mastering concepts and practices: Allyn and Bacon.
Sherif, M., & Cantril, H. (1947). The psychology of ego-involvements: Social attitudes and identifications.
Sheth, J. N., Mittal, B., & Newman, B. I. (2004). Customer behavior: A managerial perspective.
Sigala, M. (2014). Customer involvement in sustainable supply chain management: A research framework and implications in tourism. Cornell Hospitality Quarterly, 55(1), 76-88.
Simmel, G. (1997). Simmel on culture: Selected writings (Vol. 903): Sage.
Solomon, M. R., & Rabolt, N. J. (2004). Consumer behavior: In fashion: Prentice Hall.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International journal of research in marketing, 29(4), 406-418.
Tajfel, H., & Turner, J. C. (2004). The Social Identity Theory of Intergroup Behavior.
Thøgersen, J. (1996). Recycling and morality: A critical review of the literature. Environment and behavior, 28(4), 536-558.
Thøgersen, J. (1999). Spillover processes in the development of a sustainable consumption pattern. Journal of economic psychology, 20(1), 53-81.
Turker, D., & Altuntas, C. (2014). Sustainable supply chain management in the fast fashion industry: An analysis of corporate reports. European Management Journal, 32(5), 837-849.
Vandermerwe, S., & Oliff, M. D. (1990). Customers drive corporations. Long Range Planning, 23(6), 10-16.
Winter, G., & Ewers, H.-J. (1988). Business and the environment: A handbook of industrial ecology with 22 checklists for practical use and a concrete example of the integrated system of environmentalist business management (the Winter Model): McGraw-Hill.

中文文獻
丁天奎(1992),打開綠色行銷百寶盒,震旦月刊,第 256 期。
俞玫妏(2005),社會行銷,台北:五南。
胡憲倫、楊致行(1999),企業推動綠色競爭力之作業架構與契機:工業污染防治季刊.。
柴康偉(2013),企業綠色行銷對消費者消費態度與消費行為之影響¬-以南部某一科技大學學生為例。遠東學報、第三十卷,第二期,,75-88。
張春興(1991),現代心理學。台北:東華書局,,13-27。
陳定國(1992),行銷管理導論。
劉力瑛、張勝雄、曾義明(2014),消費者識別和消費者對公司認同之實證研究~ 以 Bhattacharya & Sen 之概念性架構為基礎。
蕭富峰(1990),行銷組合讀本,台北:遠流.。
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2018-07-03公開。
  • 同意授權瀏覽/列印電子全文服務,於2018-07-03起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2486 或 來信