遊客的綠色購買行為：以旅遊當地農產品為例

The Green Buying Behavior of Tourists: A Study of Agricultural Products of Scenic Spots

根據計劃行為理論與永續消費行為研究，本研究提出一個理論模型解釋遊客對於旅遊地綠色農產品的購買行為；利用問卷調查法蒐集南投地區遊客的樣本，以結構方程模型進行實證，結論如下：遊客對於購買綠色農產品的態度、知覺購買綠色農產品的主觀規範及行為控制力，會正向影響遊客的購買意圖；而購買意圖也會正向影響實際的購買行為。遊客對於環境的關注程度，會正向影響其環境意識行為及購買綠色農產品的態度；而遊客的環境意識行為亦會對綠色購買行為有正向的影響。本研究確認了計劃行為理論能解釋遊客的綠色農產品購買行為；也確認了遊客的環境關注及環境意識行為對於購買態度與意圖會有影響，成功地結合這兩個觀點來解釋遊客的綠色消費行為。

Based on the theory of planned behavior and sustainable consumer behavior research, this study proposes a theoretical model that attempts to explain the behavior of tourists buying local green agricultural products. This study investigates the tourists visiting Nantou by survey and empirically tests this model with structural equation modeling and produces the following conclusion. When buying green agricultural products, tourists'attitude, subjective norms, and perceived behavior control positively impact on their intention to buy. The tourists' intention to buy green agricultural products indeed results in their actual buying behavior. The environmental concerns of tourists positively impact their environmentally conscious behavior and their attitudes towards purchasing green agricultural products; their environmentally conscious behaviors also positively impact on their purchase intentions to buy green agricultural products. This study confirms the theory of planned behavior which can explain tourist behaviors when buying green local agricultural products. Environmentally conscious behavior and the level of tourist environmental concerns impact attitudes and behaviors towards buying green agricultural products. This study combines the theory of planned behavior and the studies of sustainable consumption behavior to successfully explain tourists' buying behaviors of green agricultural products.