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研究生：	韋潘瓦 Vinod Panwar
論文名稱：	The relationships among fear of death, social responsibility and green purchase intention- with a special refere
指導教授：	鄭明松 Ming sung Cheng
口試委員:
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理碩士學位學程 International Master of Business Administration Program(IMBA)
論文出版年：	2013
畢業學年度：	101
語文別：	英文
論文頁數：	61
中文關鍵詞：	自尊心、死亡恐懼、社會責任、環境關懷、綠色消費態度、綠色消費傾向
外文關鍵詞：	Self-esteem, Death anxiety, Social responsibility, Environmental concern, Green purchase attitude, Green purchase intention
相關次數：	點閱：9 下載：0
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Abstract
This study examines the influence of various psychological factors on the green purchase intention of the consumers. A conceptual model has been developed based on a survey sample of 280 consumers. The survey results obtained in the capital of Taiwan provides reasonable support for the validity of the proposed model. Specifically, the findings from the Terror management theory confirm the influence of the consumers’ self-esteem, threat, anxiety for the fear of death and social responsibility affect their attitudes towards green purchase via the mediator role of environmental concern and pro-environmental behavior. Consumers’ attitudes toward green purchase, in turn, also found to affect their green purchase intention. In other words, on a declarative level, more and more consumers in Taiwan express their concern over the ecological situation and declare their willingness to contribute somehow to the protection of environment by showing intention towards green products.

Keywords: Self-esteem, Death anxiety, Social responsibility, Environmental concern, Green purchase attitude, Green purchase intention.

摘要

本研究主要是探討各種心理因素對於綠色產品消費者的影響並以台北市兩百八十名消費者作為此研究之樣本。具體來說，恐怖管理理論的研究證實了消費者的自尊心，面對威脅、焦慮、對死亡的恐懼及社會責任都會影響消費者開始關注社會環境及維護環境的行為，並因此選購綠色產品。換句話說，在台灣，越來越多的消費者開始關注生態環境，並宣示他們願意對環境保育做貢獻，顯示對綠色產品的支持。

關鍵字：自尊心、死亡恐懼、社會責任、環境關懷、綠色消費態度、綠色消費傾向

Table of Contents
摘 要..............................................................................................................i
Abstract.........................................................................................................ii
Acknowledgements......................................................................................iii
List of tables and figures............................................................................vii
1. Introduction...............................................................................................1
2. Literature review, proposed model and hypothesis development........3  
          2.1 Terror management theory ...................................................................4  
          2.2 Hypothesis development.......................................................................6 
               2.2.1 Self-esteem and Environmental concern.......................................6
        2.2.2 Death anxiety and Environmental concern....................................7
        2.2.3 Mortality salience and Environmental concern.............................9
         2.2.4 Mortality salience and Pro-environmental behavior....................10
         2.2.5 Threat from pollution and Pro-environmental behavio................11
         2.2.6 Social responsibility and Pro-environmental behavior................13
         2.2.7 Environmental concern and Green purchase attitude..................14
         2.2.8 Pro-environmental behavior and Green purchase attitude..........16
        2.2.9 Green purchase attitude and Green purchase intention................17
          2.3 Proposed Model.....................................................................................19
      3. Research Methodology……………………..............................................19
    3.1 Scale operationalization..........................................................................19
    3.2 Data collection........................................................................................21
    3.3 Sample characteristics............................................................................23
4. Data analysis and results...........................................................................24
         4.1 Accuracy analysis ..................................................................................24
         4.2 Common method bias ............................................................................27
         4.3 Hypothesis testing: direct hypothesised effects .....................................28
        4.4 Overall fit of the proposed model............................................................29
5. Conclusion, Implication, Limitation and future research......................29
    5.1 Conclusion and Implication....................................................................29
    5.2 Limitaions and future research...............................................................33
References........................................................................................................35
Appendix..........................................................................................................44



List of tables and figures
1.    Table 3.1 Sample Demographic Characteristics..........................................23
2.    Table 4.1: Scale accuracy analysis ..............................................................26
3.    Table 4.2: Hierarchical measurement model results....................................26
4.    Table 4.3: CMB testing results.....................................................................27
5.    Table 4.4: Hypothesis testing results............................................................28
6.    Figure 2.1. The Proposed Research Framework and Related Hypotheses....19
7.    Figure 4.1. Main Effect Hypotheses-Testing Results...................................29


                                

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