How Personality and Environmental Concern Affect Consumer Values, Attitudes, and Behavior Formation toward Green Products: An Application of the 3M Hierarchical Model

人格特質與環保意識對消費者綠色產品之價值、態度及行為形成之研究：3M 階層模式之應用

This study attempts to find out the reasons and motivations that underlie consumer purchase intentions toward green products. This study extends the concept of Mowen’s (2000) Meta- theoretic Model of Motivation (aka, the 3M Model) to develop a hierarchical model of green purchase intention. The results indicate that of the Big Five personality traits, emotional instability has a negative relationship with environmental concern, whereas conscientiousness and openness to experience both positively influence it. Furthermore, environmental concern has a significantly positive relationship with perceived values toward green purchases. Green purchase attitude also serves as a critical mediator in the relationship between perceived value and green purchase intention. 在科技的進步及商業化下，天然資源逐漸殆盡，而自然環境也遭受惡化。本研究的主要目的在探討消費者購買綠色商品的原因和動機。本研究引申Mowen 學者在2000 年提出的3M 模式，試圖整合購買綠色商品的一般性決定因素，以發展消費者對綠色商品的購買意願的階層模型。本研究結果顯示，消費者五大人格特質中的神經質對於環保意識有反向的影響，而勤勉正直性與經驗開放性皆對環保意識有正向關係。環保意識會直接影響消費者對綠色產品知覺價值。