政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136022

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136022

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题名:	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
贡献者:	黃正忠黃秉德黃珮瑄 Huang, Pei-Hsuan
关键词:	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
上传时间:	2021-07-01 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
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DOI:	10.6814/NCCU202100588
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