The Mediating Effect of Green Word-of-Mouth on Perceived Green Value, Environmental Awareness, Environmental Concern, Environmental Knowledge and Green Purchase Intention

綠色口碑在知覺綠色價值、環境意識、環境關注與環境知識對綠色購買意圖之中介影響

10.6202/THJ.202312_(19).0001

Shih-Wei Wu(吳斯偉)；Pei-Yun Chiang(江沛昀)

Perceived Green Value ； Environmental Awareness ； Environmental Concern ； Environmental Knowledge ； Green Word-of-Mouth ； Green Purchase Intention ； 知覺綠色價值 ； 環境意識 ； 環境關注 ； 環境知識 ； 綠色口碑 ； 綠色購買意圖

慈惠學報

19期（2023 / 12 / 01）

1 - 31

英文;繁體中文

This article investigating the impact of four independent variables (perceived green value, environmental awareness, environmental concern and environmental knowledge) on green purchase intention, the study also focuses on whether green word-of-mouth plays a mediating role in the relationship between antecedents variables and green purchase intention, in order to understand the full impact of green word-of-mouth on consumers' green purchase decisions. The study used the Likert seven-point scale to measure variables, conducted a questionnaire survey through snowball sampling, used linear regression to analyze the relationship between variables, and further used hierarchical regression to analyze the mediating effects of green word-of-mouth among the variables and whether the research hypothesis is supported. The final results showed that the four independent variables had a positive significant impact on green word-of-mouth, and green word-of-mouth played a mediating role in the study.

本研究探討知覺綠色價值、環境意識、環境關注與環境知識對綠色購買意圖之影響。此外聚焦於綠色口碑是否在綠色購買的前因變數和綠色購買意圖之間扮演中介角色，以了解綠色口碑對消費者綠色購買決策的完整影響。本研究使用Likert七點量表測量各變數，採用雪球抽樣進行問卷調查，並以線性迴歸分析變數之間的關係，然後進一步透過階層迴歸分析綠色口碑在各變數之間的中介效果以及研究假設是否得到支持。最終結果顯示，四個獨立變數對綠色口碑有正向的顯著影響，且綠色口碑在研究中扮演了中介角色。