||The research subject in the study is conducted on the members of Consumers’ Foundation, and the study intends to realize their behavior intention of ethical consumerism. The study derives from the theory of planned behavior of Ajzen, by utilizing questionnaires and surveys to verify those pre-factor variables for the inclusion of personal aspect toward the behavior (AT), subject norm (SN), and perceived behavior control (PBC), and those post-factor variables are identified by personal behavior intention of ethical consumerism. Ultimately statistical analysis is performed based on information obtained from the survey.|
75 copies of valid questionnaires are acquired from those 100 published, among them 23 copies from males (30.7%) and 52 from female (69.3%) in the study. The statistical analysis finds that the factors which affect the members to take action in behavior intention of ethical consumerism include “subject norm (SN, β=0.471)”, “attitude toward the behavior (AT, β=0.454)”, and “perceived behavior control (PBC, β=0.387)” and that subject norm being the most influential.
Furthermore, the result also finds the participants agree on the following conclusions:
1. Ethical consumerism manifests to be most effective in minimizing the damage to the natural environment.
2. Organizations of consumer protection concur on ethical consumerism and it is executed based on their opinions and inputs.
3. Relevant information related to ethical consumerism can be difficult to acquire; therefore, the key factor is rather informational rather than financial.
4. Information on ethical consumerism is obtainable from organization of consumer protection, magazines, periodicals and experts. Nevertheless, 11.7% of the surveyed participants are unfamiliar with the terminology and practice.
5. The anticipation of willingness to adopt ethical consumerism will elevate.