探討高等教育學生對循環經濟產品的轉換意圖──推力－拉力－維繫力理論的觀點

Exploring Higher Education Students’Switching Intention to Circular Economy Products - A Perspective from Push-Pull-Mooring Theory

消費者越來越關注環境惡化對人們的不利影響，消費偏好逐漸從一般線性經濟產品轉向低汙染、減少廢棄物和再利用的循環經濟產品。儘管採用循環經濟產品是促進環境永續的有效工具，但很少有研究檢視高等教育學生採用循環經濟產品轉換意圖。這項研究應用推力－拉力－維繫力框架來描述高等教育學生在一般線性經濟產品和循環經濟產品間轉換意圖的決定因素。本研究對486位高等教育學生的數據進行結構方程模式分析。研究結果表明，推力因素（知覺環境威脅、漂綠）對轉換意圖無影響。拉力因素（環境意識、綠色自我認同）對轉換意圖產生正向影響。
此外，慣性不僅對轉換意圖有直接影響，而且還在知覺環境威脅和轉換意圖、綠色自我認同和轉換意圖間產生干擾效果。這種理解有助於企業管理者制定能透過循環經濟產品有效留住消費者的策略。

Consumers have become increasingly concerned about the adverse impacts of environmental degradation. Consequently, their consumption patterns are gradually shifting from products that are manufactured using the traditional linear economy model to those made using the circular economy model. Products made using the circular economy model feature reduced pollution, waste, and follow reuse principles. Although the adoption of circular economy is an effective tool for promoting environmental sustainability, only a few studies have examined the switching intentions of higher-education students to adopt circular economy products. This study aimed to apply the push-pull-mooring (PPM) framework to delineate the determinants of higher education students' switching from normal linear products to circular economy products. Structural equation modelling analysis was conducted using data collected from 486 higher education students. These findings indicate that push factors (such as perceived environmental threats and greenwashing) have no effect on switching intentions, while pull factors (such as environmental awareness and green self-identity) positively affected switching intentions. Additionally, inertia had a direct effect on switching intention, while also moderating the relationship between perceived environmental threats, green self-identity, and switching intention. This understanding will help managers develop strategies to retain consumers effectively through products of circular economy.