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題名 Ｚ世代環保意識與綠色消費之關聯──以企業綠色行銷與新冠肺炎為干擾變數
The relationship between generation Z‘s environmental awareness and green consumption ── green marketing and COVID-19 as moderating variables
作者 黃珮瑄
Huang, Pei-Hsuan
貢獻者 黃正忠<br>黃秉德
黃珮瑄
Huang, Pei-Hsuan
關鍵詞 綠色行銷
綠色消費
綠色產品
環保意識
COVID-19
購買意願
日期 2021
上傳時間 1-Jul-2021 21:26:37 (UTC+8)
摘要 由於全球經濟快速起飛，人類燃燒化學燃料及拓墾林地，經濟活動中為求便捷而忽視環保，造成氣候變遷與全球暖化問題日趨嚴重。近十年內，人們開始意識到環境議題造成生活的困擾或是環境的動盪，因此環保議題成為每個國家政府與每位人民皆須負起責任的重要難題。
不僅透過政府政策推廣「節能、減碳、愛地球」，消費者也逐漸建立綠色消費與環保意識，企業與廠商更承著政府政策與消費者需求，逐漸構築永續意識於產品與商業模式之中，透過多方的合作與意識傳播，期盼能打造出重視綠能與永續的社會環境。
因此本研究採用問卷調查法，旨在了解當前消費力強大的Ｚ世代消費者之環保意識與綠色消費意願，以及企業實行綠色行銷手法或者環境出現劇烈變化（如COVID-19）之餘，消費者的環保意識與綠色消費意願是否因此改變。
本研究目的如下：（1）探討Ｚ世代消費者環保意識與綠色消費意願之關聯。（2）探討企業實行綠色行銷手法，是否正向影響Ｚ世代消費者環保意識與綠色消費意願。（3）探討外部環境變化（本文以COVID-19為例）是否正向影響Ｚ世代消費者環保意識與綠色消費意願。
研究之結果顯示：（1）普通消費者與Ｚ世代消費者的環保意識對於綠色消費意願有正向影響。（2）品牌施行綠色行銷的情況下，對普通消費者與Ｚ世代消費者環保意識與綠色消費意願會有正向干擾效果。（3）COVID-19（新冠肺炎）對普通消費者與Ｚ世代消費者環保意識與綠色消費意願並沒有正向干擾效果。並依照本研究之研究結果，建議企業可以重視促銷與價格，推廣並影響Ｚ世代消費者之消費決策。
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363018
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363018
資料類型 thesis
dc.contributor.advisor 黃正忠<br>黃秉德zh_TW
dc.contributor.author (Authors) 黃珮瑄zh_TW
dc.contributor.author (Authors) Huang, Pei-Hsuanen_US
dc.creator (作者) 黃珮瑄zh_TW
dc.creator (作者) Huang, Pei-Hsuanen_US
dc.date (日期) 2021en_US
dc.date.accessioned 1-Jul-2021 21:26:37 (UTC+8)-
dc.date.available 1-Jul-2021 21:26:37 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2021 21:26:37 (UTC+8)-
dc.identifier (Other Identifiers) G0108363018en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136022-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 108363018zh_TW
dc.description.abstract (摘要) 由於全球經濟快速起飛，人類燃燒化學燃料及拓墾林地，經濟活動中為求便捷而忽視環保，造成氣候變遷與全球暖化問題日趨嚴重。近十年內，人們開始意識到環境議題造成生活的困擾或是環境的動盪，因此環保議題成為每個國家政府與每位人民皆須負起責任的重要難題。
不僅透過政府政策推廣「節能、減碳、愛地球」，消費者也逐漸建立綠色消費與環保意識，企業與廠商更承著政府政策與消費者需求，逐漸構築永續意識於產品與商業模式之中，透過多方的合作與意識傳播，期盼能打造出重視綠能與永續的社會環境。
因此本研究採用問卷調查法，旨在了解當前消費力強大的Ｚ世代消費者之環保意識與綠色消費意願，以及企業實行綠色行銷手法或者環境出現劇烈變化（如COVID-19）之餘，消費者的環保意識與綠色消費意願是否因此改變。
本研究目的如下：（1）探討Ｚ世代消費者環保意識與綠色消費意願之關聯。（2）探討企業實行綠色行銷手法，是否正向影響Ｚ世代消費者環保意識與綠色消費意願。（3）探討外部環境變化（本文以COVID-19為例）是否正向影響Ｚ世代消費者環保意識與綠色消費意願。
研究之結果顯示：（1）普通消費者與Ｚ世代消費者的環保意識對於綠色消費意願有正向影響。（2）品牌施行綠色行銷的情況下，對普通消費者與Ｚ世代消費者環保意識與綠色消費意願會有正向干擾效果。（3）COVID-19（新冠肺炎）對普通消費者與Ｚ世代消費者環保意識與綠色消費意願並沒有正向干擾效果。並依照本研究之研究結果，建議企業可以重視促銷與價格，推廣並影響Ｚ世代消費者之消費決策。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 Ｚ世代 4
第二節 綠色行銷 7
第三節 綠色消費 19
第四節 消費者購買意願 23
第五節 COVID-19（新冠肺炎） 30
第三章 研究方法 31
第一節 研究流程 31
第二節 研究架構 33
第三節 研究假說 34
第四節 研究方法與研究對象 37
第五節 問卷設計 41
第四章 資料分析 48
第一節 樣本結構分析 48
第二節 整體研究變項之敘述性統計分析 55
第三節 各研究構面之 T 檢定與 ANOVA 分析 69
第四節 信度分析 73
第五節 研究假設驗證 74
第五章 研究結果討論與建議 77
第一節 研究發現與研究結論 77
第二節 管理意涵 84
第三節 研究限制與後續研究建議 90
參考文獻 93
附錄 105		zh_TW
dc.format.extent 4013193 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363018en_US
dc.subject (關鍵詞) 綠色行銷zh_TW
dc.subject (關鍵詞) 綠色消費zh_TW
dc.subject (關鍵詞) 綠色產品zh_TW
dc.subject (關鍵詞) 環保意識zh_TW
dc.subject (關鍵詞) COVID-19zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.title (題名) Ｚ世代環保意識與綠色消費之關聯──以企業綠色行銷與新冠肺炎為干擾變數zh_TW
dc.title (題名) The relationship between generation Z‘s environmental awareness and green consumption ── green marketing and COVID-19 as moderating variablesen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202100588en_US