區隔綠色消費者及探討影響綠色產品的態度與願付價格之心理決定因子

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邱慧珍(Hui-Chen Chiu) 查詢紙本館藏

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論文名稱

區隔綠色消費者及探討影響綠色產品的態度與願付價格之心理決定因子
(Identify Green Consumers and Psychological Determinants of Attitude towards and Willingness to Pay for Green Products)

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摘要(中)

近年來，大自然已經成為人類很重要的一部分。消費者的環保意識創造許多綠色產品的發展機會。最近，關於綠色行銷、綠色消費者輪廓以及環保標章的研究受到各界的重視（Arminda M. et al., 2009; Derek W. et al., 2009; Paromita, 2008; Mohamed, 2009）。本研究的目的在找出綠色消費者的輪廓、了解消費者的購買意圖以及消費者的願付價格。本研究將採用問卷調查法，選擇油電混合車做為研究標的物，針對中央大學的EMBA及在職專班進行便利抽樣。
本研究結果如下：（1）區隔四個層級的綠色消費者，包含真實綠色消費者、淺綠色消費者、潛在綠色消費者以及漠不關心綠色消費者，而四種消費者對於綠色產品願意多付的價格有顯著的差異。（2）有環保意識和環保知識的消費者對於綠色產品會有較正向的態度，而對於綠色產品的態度會正向影響消費者的綠色購買意圖。除此之外，有環保意識的消費者對於環保標章的認知重要性較高。（3）有較正向綠色產品環保態度以及有環保行為的消費者，較願意多付價格來購買綠色產品。
本研究能夠幫助企業了解綠色消費者的輪廓。另外，企業應善用真實綠色消費者以及淺綠色消費者對於綠色產品價格的接受度高於一般產品5%到10%的特性，創造環保消費的機會。

摘要(英)

Since the dawn of human being, nature has always been an important part of human lives. Awareness of consumers’ environmental concern creates many opportunities for the development of green products. Lately, the research issues of green marketing, profiling of green consumers, and eco-labeling have been emphasized a lot (Arminda M. et al., 2009; Derek W. et al., 2009; Paromita, 2008; Mohamed, 2009). The objective of this study was to explore the profile of green consumers, confirm their purchase intentions, and consumers’ willingness to pay. Convenience sampling method was used to perform the questionnaire survey which is based on hybrid electric vehicle (HEV), and participants in this study are EMBA students and office workers study in National Central University.
The results were as follows: First, the four levels of green consumers were identified as true greens, light greens, potential greens and basic browns. Also, the price premium they are willing to pay was significantly different. Second, consumers who were more concerned and knowledgeable about the environment tended to have more positive attitudes toward green products and, in turn, a stronger intention to purchase green products. Additionally, consumers who were more concerned about the environment tended put more importance on eco-labels. Third, the more positive attitudes towards green products consumers had and the more customers performed their ecological conservation behavior, the higher the likelihood that they were willing to pay a mark-up for green products.
This study is valuable for enterprises to understand the profile of green consumers in Taiwan. Also, those firms who have targeted true green and light green consumers should take advantage of the countless opportunities with environmental consumerism for their acceptance of 5% to 10% price more than original price of green products.

關鍵字(中)

★ 綠色行銷
★ 環保標章
★ 願付價格
★ 綠色區隔

關鍵字(英)

★ Green marketing
★ green segmentation
★ willingness to pay
★ eco-label

論文目次

1. Introduction 1
2. Literature Review 5
2.1. The Trend of Research about Green Marketing 5
2.2. Theory of Reasoned Action 6
2.3. Conceptual Model 6
2.4. Environmental Concern 8
2.5. Environmental Knowledge 9
2.6. Green Purchase Attitude 10
2.7. Importance of Eco-label 13
2.8. Environmentally Friendly Behavior 14
2.9. Green Purchase Intention 15
2.10. Willingness to Pay 16
2.11. Perceived Consumer Effectiveness 17
2.12. Skepticism towards Environmental Claims 18
2.13. Green Segmentation 19
3. Research Method 24
3.1. Research Design 24
3.2. Stimulus 24
3.3. Samples and Data Collection 25
3.4. Measures 25
3.4.1. Environmental Concern 25
3.4.2. Environmental Knowledge 26
3.4.3. Green Purchase Attitude 26
3.4.4. Importance of eco-label 27
3.4.5. Environmentally friendly behavior 27
3.4.6. Green Purchase Intention 28
3.4.7. Willingness to Pay 28
3.4.8. Perceived Consumer Effectiveness 28
3.4.9. Skepticism towards Environmental Claims 29
3.5. Pre-test 29
3.6. Data Analysis Method 30
4. Data Analysis 31
4.1. Descriptive Statistics 31
4.2. Reliability and Validity 33
4.3. Hypotheses Testing 38
4.3.1. Model Fit Estimates 38
4.3.2. Structural Equation Modeling (SEM) 39
4.3.3. Cluster Analysis 41
5. Conclusion and Implications 51
5.1. Conclusion 51
5.2. Managerial Implications 54
5.3. Research Limitations 55
5.4. Further Research 55
Reference 57
Appendix1: Questionnaire (Chinese) 69
Appendix2: Questionnaire (English) 75
Appendix3: Submission Version 79

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指導教授

宋鎧(Kai Sung)

審核日期

2010-7-5

推文