| 摘要: | 隨著地球暖化、海平線上升等環境破壞問題日趨嚴重，無論是政府、企業、乃至消費者皆相當重視環保議題。近年來，企業亦紛紛推出環保產品，從生活用品至3C產品皆能夠發現環保產品之蹤跡，然而，企業之努力卻無法直接反映在市佔率上，故對於企業而言，如何運用正確的行銷策略，提升消費者對於環保產品之購買意圖，為相當重要的議題。 本研究透過閱讀相關文獻回顧以發展本研究之研究架構與假說，主要探討環保產品之特性，即產品之功能風險(Functional Risk)與環境相關資訊，對於消費者購買環保產品之影響。其中功能風險由認知風險中之效能、財務與生理等三構面組成，而環境相關資訊則指環保產品提供購買該產品後，能夠對環境所帶來之實際影響的相關資訊。此外，亦探討消費者個人與社會大眾對於環保產品購買意圖之影響，分別採用環境關注(Environmental Concern)與社會價值(Social Value)進行探討，環境關注表示消費者在認知與情感上對於環境保護的一種態度，而社會價值則定義為從產品本身衍伸出的感知效用(Perceived utility)，能夠加強個人之社會自我觀感。 本研究以國立中央大學在職專班與EMBA學生為主要研究對象，主要以發放實體問卷進行施測，共回收217份有效問卷，研究結果如下所述：(1) 環保產品提供正向環境相關資訊時，能顯著提升消費者對環保產品之購買意圖。(2) 當環保產品為低功能風險時，能顯著提升消費者之購買意圖。(3) 消費者之環境關注程度，對於消費者之購買意圖具有正向顯著之影響。(4) 消費者對於產品之認知社會價值，能夠顯著影響消費者之購買意圖。(5) 當環保產品提供正向環境相關資訊時，能夠提升消費者對於高功能風險產品之購買意圖。(6) 當環保產品提供環境相關資訊時，能提升環境關注與社會價值對購買意圖之影響，達到顯著之調節效果。As governmental agencies, enterprises, and consumers became aware of environmental issues such as global warming and the rising of sea level, the importance of environmental protection had been receiving increasing attention over time. In recent years, a wide variety of green products have become available, ranging from daily necessities to computer products. However, despite the attempts to introducing green products to the market, the market share of green product remained low. Therefore, understanding how to apply marketing strategies to influence customer’s intent to purchase had become an important topic for the enterprises. The conceptual structures and hypotheses of this study were based on literature reviews on green products. It was primarily discussing the attributes of functional risk and the environmental information to the consumer’s intent to purchase green products. The concept of functional risk was derived from perception risk, and included performance, physical and financial risk. Environmental information meant the information the green product provided “about the environmental impacts associated with the production or use of a product”. On the other hand, this study also discussed whether the personality and social attitude of consumers influence their intent to purchase intent, with environmental concerns and social values as variables in this study. Environmental concern refers to the attitude toward environmental protection both cognitively and emotionally, while social value referring to the perceived utility derived from an alternative association with one or more specific social groups. The subjects in this study were selected from the EMBA class in National Central University, 240 paper questionnaires were distributed, and 217 effective questionnaires were returned. Research findings are as follows：(1) Consumer’s intent to purchase is effectively stimulated when positive information are provided by green products intent. (2) Consumer’s intent to purchase is effectively increased, when green products is presented to be low on functional risk. (3) The level of environmental concern of consumer applies, positive influence on their intent to purchase intent. (4) With green products recognized with high social value, consumer’s intent purchase is stimulated intent. (5) Green products providing positive environmental information stimulates consumer’s intent to purchase high functional risk product are raised. (6) Positive environmental information moderates the relationship between environmental concern, social value and the intent to purchase. |
