個體消費者的永續購買決策分析：計劃行為理論的觀點

Abstract

消費者作為企業發展的重要因素，他們的個人環保意識影響其個人行為，永續企業發展能否帶動消費者對永續環境的重視，進而推動ESG政策發展。在消費行為中考量到該產品是否符合永續環境原則，因此消費者的角色在永續發展過程中相當重要。本次研究以TPB模型作為研究理論，主要用於瞭解、預測個人行為。其個人行為意向受三個主要因素影響，即對環保的態度、主觀規範以及知覺行為控制，本次研究利用個人行為意向透過正念消費以及永續生產兩個項目，並透過社會責任調節環保的態度、主觀規範和知覺行為控制三者與正念消費以及永續生產之間的關係，從而探索消費者對永續產品的購買意願。本次研究一共回收415份問卷回答，透過計算偏最小平方迴歸，處理各變數之間的多重共線性，從實驗室結果中顯示，消費者環保的態度透過正念消費以及永續生產影響永續購買意願呈顯著的正向關係，主觀規範透過正念消費影響永續購買意願呈顯著的正向關係，而知覺行為控制透過永續生產影響永續發展購買意願呈顯著的正向關係。而消費者的社會責任作為調節情況下，知覺行為控制透過社會責任調節後，對正念消費和永續生產呈正向的顯著關係，而環保的態度透過社會責任作調節後，對永續生產呈正向的顯著關係。本研究針對消費者個人對永續購買行為探討，提供企業或品牌了解消費者對永續產品的購買意願，結果表明在了解消費者購買永續產品的行為中，消費者個人意識是為重要的因素，企業在考慮相關的永續行銷策略時，可多加考慮消費者的購買意識方面的情形。另外正念消費興永續生產兩項對永續購買意願均有正向的顯著影響，因此透過研究說明正念消費興永續生產對永續相關的經濟發展是有幫助的，而消費者與社會責任的互相影響下，其個人的知覺行為亦受到影響，社會對於永續經濟發展的促進，可透過增強消費者對社會責任的認知，促進加深企業與消費者之間的聯繫，有效加強永續經濟的進步。Consumers are a crucial factor in corporate development, and their individual environmental awareness significantly influences their behavior. This study explores whether the development of ESG (Environmental, Social, and Governance) by companies can enhance consumer awareness and consequently drive the progress of ESG policies. It examines whether consumers consider ESG principles in their purchasing behavior, highlighting the important role of consumers in ESG development.This research utilizes the Theory of Planned Behavior (TPB) as its theoretical framework to understand and predict individual behavior. According to TPB, personal behavioral intentions are influenced by three main factors: attitudes towards the environment, subjective norms, and perceived behavioral control. The study investigates these intentions through two key areas: mindful consumption and sustainable production, while also examining how social responsibility moderates the relationships between environmental attitudes, subjective norms, perceived behavioral control, and the two areas of focus, ultimately affecting consumer willingness to purchase ESG products.A total of 415 survey responses were collected for this study. Using Partial Least Squares Regression (PLS-SEM) to address multicollinearity among variables, the results indicate significant positive relationships. Specifically, consumer attitudes towards the environment significantly influence ESG purchasing intentions through mindful consumption and sustainable production. Subjective norms significantly influence ESG purchasing intentions through mindful consumption, while perceived behavioral control significantly influences ESG purchasing intentions through sustainable production. When considering social responsibility as a moderating factor, perceived behavioral control shows a significant positive relationship with mindful consumption and sustainable production. Additionally, environmental attitudes moderated by social responsibility show a significant positive relationship with sustainable production.Consumers are a crucial factor in corporate development, and their individual environmental awareness significantly influences their behavior. This study explores whether the development of ESG (Environmental, Social, and Governance) by companies can enhance consumer awareness and consequently drive the progress of sustainable policies. It examines whether consumers consider sustainable principles in their purchasing behavior, highlighting the important role of consumers in sustainable development.This research utilizes the Theory of Planned Behavior (TPB) as its theoretical framework to understand and predict individual behavior. According to TPB, personal behavioral intentions are influenced by three main factors: attitudes towards the environment, subjective norms, and perceived behavioral control. The study investigates these intentions through two key areas: mindful consumption and sustainable production, while also examining how social responsibility moderates the relationships between environmental attitudes, subjective norms, perceived behavioral control, and the two areas of focus, ultimately affecting consumer willingness to purchase sustainable products.A total of 415 survey responses were collected for this study. Using Partial Least Squares Regression (PLS-SEM) to address multicollinearity among variables, the results indicate significant positive relationships. Specifically, consumer attitudes towards the environment significantly influence sustainable purchasing intentions through mindful consumption and sustainable production. Subjective norms significantly influence sustainable purchasing intentions through mindful consumption, while perceived behavioral control significantly influences sustainable purchasing intentions through sustainable production. When considering social responsibility as a moderating factor, perceived behavioral control shows a significant positive relationship with mindful consumption and sustainable production. Additionally, environmental attitudes moderated by social responsibility show a significant positive relationship with sustainable production.This research provides valuable insights into consumer behavior towards sustainable purchases, offering businesses and brands a better understanding of consumer willingness to buy sustainable products. The findings suggest that consumer awareness is a critical factor in purchasing sustainable products. Businesses should consider consumer awareness when developing sustainable marketing strategies. Moreover, both mindful consumption and sustainable production have significant positive impacts onsustainable purchasing intentions. This study demonstrates the beneficial effects of mindful consumption and sustainable production on sustainable-related economic development. The interplay between consumers and social responsibility also influences individual perceived behavior, suggesting that enhancing consumer awareness of social responsibility can promote stronger connections between businesses and consumers, thereby advancing sustainable economic progress.