以計劃行為理論探討綠色消費意圖與行為之研究-大愛感恩科技產品為例

Abstract

本研究以計畫行為理論為基礎，探討態度、主觀規範、知覺行為控制是否為影響消費者購買大愛感恩科技產品的意圖和行為的關鍵因素。參與者共有455人，其中包括詞及志工263人，一般消費者192人。研究結果顯示，無論是慈濟志工或一般消費者，其態度、主觀規範、知覺行為控制對購買意圖均具有顯著正向影響，同時知覺行為控制與購買意圖也都對購買行為具有顯著正向影響，其中一般消費者行為意圖受到態度與主觀規範的影響比慈濟志工來得高，可能反映出他們在決策過程中更依賴個人觀點和社會影響，而一般消費者實際購買行為受到知覺行為的影響也比慈濟志工來得高，可能反映出一般消費者在形成購買意圖後，更容易付諸行動。基於研究結果，本研究建議大愛感恩科技從態度、主觀規範和知覺行為控制三個方面制定差異化策略，以針對慈濟志工和一般消費者。在態度方面，對志工強化環保理念，對一般消費者則普及基礎知識；在主觀規範方面，利用志工群體內部影響力，同時借助外部意見領袖影響一般消費者；在知覺行為控制方面，為志工提供專屬通路，為一般消費者拓展多元購買途徑。通過這些策略，大愛感恩科技可以更有效地提升不同群體的購買意願，同時推廣環保理念，實現商業和社會效益的共同提升。

This study, based on the Theory of Planned Behavior, explored whether attitude, subjective norms, and perceived behavioral control were key factors influencing consumers' intention and behavior to purchase Da Ai Technology products. Four hundred and fifty-five Participants were recruited from Tzu Chi volunteers (n=263) and general consumers (n=192) to understand their potential for future purchases of Da Ai Technology products. The results showed that for both Tzu Chi volunteers and general consumers, attitude, subjective norms, and perceived behavioral control had significant positive effects on purchase intention. Additionally, perceived behavioral control and purchase intention both had significant positive effects on purchasing behavior. Notably, general consumers' behavioral intentions were more influenced by attitudes and subjective norms compared to Tzu Chi volunteers, possibly reflecting a greater reliance on personal views and social influences in their decision-making process. Furthermore, general consumers' actual purchasing behavior is more influenced by perceived behavioral control than that of Tzu Chi volunteers, potentially indicating that general consumers were more likely to act while their purchase intentions were formed.Based on these findings, this study recommends that Da Ai Technology develop differentiated strategies in terms of attitude, subjective norms, and perceived behavioral control for Tzu Chi volunteers and general consumers. Regarding attitude, the company should reinforce environmental concepts for volunteers while popularizing basic knowledge for general consumers. For subjective norms, they should leverage the internal influence within the volunteer group while utilizing external opinion leaders to influence general consumers. In terms of perceived behavioral control, they should provide exclusive channels for volunteers and expand diverse purchasing options for general consumers. Through these strategies, Da Ai Technology can more effectively enhance purchase intentions across different groups while promoting environmental concepts, achieving both commercial and social benefits.