綠色消費行為意圖及其相關因素之研究-以台中縣某公立高職為例
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2010
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本論文主要目的在瞭解高職生之綠色消費知識、綠色消費態度、環境敏感度與綠色消費行為意圖的情形，並探討學生之人口學變項、綠色消費知識、綠色消費態度、環境敏感度與綠色消費行為意圖的關係。
研究對象為台中縣某公立高職九十九學年度上學期一、二、三年級普通職業類科班級在學學生，採分層隨機抽樣，每個年級各抽三班，共獲得有效樣本333人，以自填式結構問卷為研究工具。其結果如下：
一、高職生的綠色消費知識在中等程度以上；綠色消費態度、環境敏感度與綠色消費行為意圖亦呈現正向表現。
二、高職生整體綠色消費行為意圖不會因為性別、年級及家庭社經地位的不同而有差異；但有「參與環保活動經驗」者，在環境敏感度與綠色消費行為意圖的表現均優於無參與環保經驗者。
三、高職生的綠色消費知識、綠色消費態度環境敏感度與綠色消費行為意圖為正相關，其中以環境敏感度的相關性最強。
四、高職生之綠色消費知識、綠色消費態度與環境敏感度作為預測綠色消費行為意圖是有意義的，其共可解釋綠色消費行為意圖的變異量達41.9％
Behavior Intention of Green Consumption and Its Related Factors – A Survey of Industrial High School Students in Taichung County A Master Thesis By Hsiu-Ping Lo ABSTRACT The purpose of this study was to understand the correlations among sociodemographic characteristics, green consumption knowledge, green consumption attitude, environmental sensitivity, and green consumption behavior intention. A questionnaire survey was conduct to the industrial high school students in Taichung County in fall 2010. A total 333 effective samples were collected from 10th, 11th, and 12th grade through a stratified random sampling method. The following results are drawn from this survey: 1.The students’ green consumption knowledge is above medium degree and they showed positive in green consumption attitude , environmental sensibility and behavior intention. 2.The students’ behavior intention did not have difference due to different gender, grade or family socio-economic level. But, students with experiences of environmental activities had better scores in environmental sensibility and behavior intention than those without any experiences. 3.The students’ green consumption knowledge, attitude and environmental sensibility are positive correlated with behavior intention. Among these variables, environmental sensibility can best predict green consumption behavior intention. 4.Green consumption knowledge, green consumption attitude and environmental sensibility could explain 41.9% variation of green consumption behavior intention.
Behavior Intention of Green Consumption and Its Related Factors – A Survey of Industrial High School Students in Taichung County A Master Thesis By Hsiu-Ping Lo ABSTRACT The purpose of this study was to understand the correlations among sociodemographic characteristics, green consumption knowledge, green consumption attitude, environmental sensitivity, and green consumption behavior intention. A questionnaire survey was conduct to the industrial high school students in Taichung County in fall 2010. A total 333 effective samples were collected from 10th, 11th, and 12th grade through a stratified random sampling method. The following results are drawn from this survey: 1.The students’ green consumption knowledge is above medium degree and they showed positive in green consumption attitude , environmental sensibility and behavior intention. 2.The students’ behavior intention did not have difference due to different gender, grade or family socio-economic level. But, students with experiences of environmental activities had better scores in environmental sensibility and behavior intention than those without any experiences. 3.The students’ green consumption knowledge, attitude and environmental sensibility are positive correlated with behavior intention. Among these variables, environmental sensibility can best predict green consumption behavior intention. 4.Green consumption knowledge, green consumption attitude and environmental sensibility could explain 41.9% variation of green consumption behavior intention.
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綠色消費, 環境敏感度, 高職生, green consumption, environmental sensibility, industrial high school students