THE EFFECT OF CULTURAL DIFFERENCES ON GREEN CONSUMPTION INTENTION-- ENVIRONMENTAL PROTECTION CONSCIOUSNESS, SELF-CONSTRUAL AND FINANCIAL CONSTRAINTS AS MODERATORS
| Autor: | Yu-Han Cheng, 鄭聿涵 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 As the global environmental problems become more and more serious, the harm caused by environmental problems to human beings makes people all over the world realize the importance of protecting the environment. Green consumption is a new consumption concept, which advocates consumers to choose green products that are conducive to environmental protection and public health. As an environment-friendly consumption pattern, green consumption has been advocated by more and more countries. With the rise of green consumption upsurge, the research on green consumption has gradually increased in recent years. Green consumption originated from western countries, such as Germany, a country that pays more attention to the development of environmental protection industry, and more people attach importance to green consumption and are more willing to pay a high price to buy green products. Although in recent years Taiwan has also vigorously promoted green consumption, due to the late start, consumers' concept of green consumption is not comprehensive, so there is still a lot of room for development and discussion. Consumption intention is an important explanatory variable of consumer behavior. Probing into consumers' green consumption intention is helpful to better understand the forming mechanism of their green consumption behavior. Self-construal can be divided into independent type and interdependent type. Consumers of independent self-construal are more self-centered and less susceptible to the opinions of others. Interdependent type are more likely to be influenced by others. The consciousness of environmental protection refers to the concept of environmental protection which is gradually formed in the process of learning environmental protection knowledge, and applies this idea to guide one's own environmental behavior. Financial constraints are when people believe that their financial position limits their desire to spend. Consumers with financial constraints are more sensitive to price and value than consumers with low financial constraints. Therefore, in order to study green consumption intention more deeply, this paper starts with the influencing factors of green consumption intention, takes cultural difference as a new research angle, and uses quantitative method to study the effects of cultural differences, self-constructions, environmental protection awareness and financial constraints on green consumption intentions. This study is conducted by questionnaire survey, collected questionnaires from different Internet platforms, and obtained 176 valid questionnaires in Chinese and 183 in English, with 359 valid samples in total. This paper makes descriptive statistics analysis, reliability analysis, operational verification and analysis of variance for collected data by using SPSS20.0 comprehensively. Through the analysis of the data, this paper draws the following conclusions: (1) Cultural differences between East and West will influence consumers' Green consumption intention. (2) Self-Construal type would moderate the effect of cultural differences on consumers' Green consumption intention. (3) Environmental protection consciousness does not significantly moderate the impact of cultural differences on consumers' Green consumption intentions. (4) Degree of Financial constraints would moderate the effect of Cultural differences on consumers' green consumption intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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