直覺、道德認同與自我效能影響綠色消費倫理信念的理論建構與命題

Theory establishment and Propositions Among Intuition, Moral Identity and Self-Efficacy of Green Consumption Ethic Beliefs

10.6617/GTME.2015.3.1.28

盧龍泉(Long-Chuan Lu)；劉彩鳳(Tsai-Feng Liu)

直覺 ； 自我效能 ； 道德認同 ； 綠色消費倫理信念 ； 自我調節 ； Intuition ； self-efficacy ； moral identity ； green consumption ethic beliefs ； selfregulation

全球科技管理與教育期刊

3卷1期（2015 / 06 / 01）

28 - 52

繁體中文

本研究目的為探索綠色消費倫理的信念與直覺、道德認同以及自我效能影響綠色消費者信念關係，主要運用社會認知理論、計畫行為理論和認知與直覺模式建構本研究架構，透過文獻分析回顧推導理論和命題。包括命題一：個體運用直覺的自動重塑內隱記憶，可以預測綠色消費倫理信念；命題二：具有自我調節機制的道德認同會影響綠色消費倫理信念；命題三：在直覺影響綠色消費倫理信念關係，道德認同會增強自我調節的道德認知作用；命題四：在直覺影響綠色消費倫理信念關係中，自我效能越高會增強對綠色消費倫理信念的承諾。爰此，本研究希據此提供研究結論及後續未來研究可行性建議。

The purpose of this study is to explore the relationships among intuition, moral identity and self-efficacy of green consumption ethic beliefs. Applying the Theory of Planned Behavior, Social Cognition Theory, A Cognitive-Intuitionist Model of Moral Judgment to construct research framework. In literature review process to theoretical derivative and propose the propositions, including Proposition 1: The reasoning of the individual Intuition enables to automatic restore implicit memory internalization and predict the green consumption ethic beliefs. Proposition 2: That moral identity has self-regulatory mechanisms that affect green consumption ethic beliefs. Proposition 3: On the relationships between intuition and green consumption ethic beliefs, moral identity enhance a moral recognition of the self-regulatory. Proposition 4: On the relationships between intuition and green consumption ethic beliefs, more the effect of the self-efficacy are more likely to enhance a promise for green consumption ethic.Moreover, The study presents the summary of the findings and the conclusion and recommendations for future research.

1. 盧品涵(Pin-Han Lu);王淑美(Shu-Mei Wang)(2021)。消費倫理信念對購買社會企業農產品的意願之影響－以雙北地區消費者為例。台灣農學會報。21(3)。182-197。