以聯合分析探討碳標籤對消費者購買決策之影響;The Application of Conjoint Analysis on Consumer Purchasing Decision for Carbon Label

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/54766

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Title:	以聯合分析探討碳標籤對消費者購買決策之影響;The Application of Conjoint Analysis on Consumer Purchasing Decision for Carbon Label
Authors:	王亭之;Wang,Ting-chih
Contributors:	企業管理研究所
Keywords:	綠色消費;聯合分析;綠色行銷;碳足跡;碳標籤;購買決策;利己利他;purchasing decision;self-serving;altruism;green marketing;green consumption;conjoint analysis;carbon footprint;carbon label
Date:	2012-06-27
Issue Date:	2012-09-11 19:01:36 (UTC+8)
Publisher:	國立中央大學
Abstract:	碳標籤的出現，旨在揭露商品從原料、製造、使用至廢棄整個生命週期，所產生的二氧化碳排放量，藉此幫助消費者進行綠色消費。台灣至2009年開始研議台灣碳標籤機制，至今市面上已有約一百項碳標籤商品。本研究旨在瞭解台灣消費者對碳標籤的認識和態度，並由現在市面上的三大類碳標籤商品：食品飲料、電子產品和民生用品中各選取一項產品做代表：瓶裝茶飲料、數位相機和洗髮精。使用聯合分析法，分解出碳標籤對消費者的效用值，並比較是否會因為產品類別、人口統計變數或利己利他的傾向，而產生效用上的差異。本研究使用問卷調查法，以台灣消費者為研究對象，回收有效問卷193份。實證結果發現，大部分的消費者會將碳標籤和環保商品劃上等號，並認為碳標籤在選購商品時是一項重要資訊;但大部分的消費者卻沒有實際看過碳標籤和購買過碳標籤的商品。又碳標籤對消費者的效用值，居所有商品屬性之末;以產品類別作比較，碳標籤在食品飲料的效用大於民生用品，民生用品又大於電子產品。以人口統計變數作比較，女性對碳標籤的重視程度高於男性;隨年齡和所得的增加對碳標籤的重視程度也增加;唯隨學歷的增加而減少。碳標籤的商品也對有利他傾向的消費者較有吸引力。Carbon label is designed to expose the carbon dioxide emission of goods in its entire life cycle. Carbon label helps consumers in green consumption. In Taiwan, we have deliberated carbon labels mechanisms since 2009. There are about one hundred carbon label goods in the market now.The purpose of this study is to understand Taiwan consumers’ knowledge and attitude to the carbon label. By selecting three carbon label products: bottled tea drinks, digital cameras and shampoo from three main types of goods: food and beverage, electronic products and consumer goods. Using conjoint analysis, we want to know the utility value of carbon label to consumers and the effect on utility value of product categories, demographic variables, and self-serving or altruistic tendencies.This study adopted questionnaire survey, and subjects are Taiwan consumers. 193 valid samples are collected. The empirical results show that most consumers know carbon label and draw an equal sign with environmental goods, and also carbon label is important information while purchasing. But most consumers have not actually seen carbon label and purchased carbon label goods. Utility value of the carbon label is of the lowest importance among all product attributes; carbon label is more effective in the food and beverage than consumer goods and electronic products. Demographic analysis shows that carbon label has higher importance to female than male; the increase of age and income also increase emphasis on the carbon label; but with increasing of education level, utility value is decreasing. Carbon label has higher importance to consumers who is more altruistic.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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