永續價值值多少錢？兩個實驗的驗證;The Monetary Value of Sustainability: A Two-Experiment Examination of Consumer Attitudes and Willingness to Pay

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Title:	永續價值值多少錢？兩個實驗的驗證;The Monetary Value of Sustainability: A Two-Experiment Examination of Consumer Attitudes and Willingness to Pay
Authors:	洪家慧;Hung, Chia-Hui
Contributors:	企業管理學系
Keywords:	永續價值;產品態度;願付價格;從眾心理;犬儒主義;Sustainability Value;Product Attitude;Willingness to Pay (WTP);Conformity;Cynicism
Date:	2026-01-19
Issue Date:	2026-03-06 18:25:19 (UTC+8)
Publisher:	國立中央大學
Abstract:	隨著全球永續發展意識抬頭，企業面臨將ESG（環境、社會與公司治理）投入轉化為實質市場價值的挑戰。儘管消費者普遍對永續議題抱持正面態度，卻未必反映在實際的願付價格（Willingness to Pay, WTP）上。本研究旨在探討不同永續訊息對消費者產品態度與願付價格之影響，並檢驗消費者心理特質（從眾心理、犬儒主義）與人口統計變數在其中的干擾效果。本研究採實驗設計法，針對國立中央大學學生進行問卷調查，共設計兩個實驗。實驗一聚焦於環境面向，以咖啡為標的，操弄成本內涵、企業虛偽感及消費動機；實驗二聚焦於社會面向，以麵包為標的，操弄社會價值議題、表述方式及捐贈方式。研究結果顯示，在環境面向中，成本內涵是影響消費者決策的最關鍵因素，成本內部化能顯著提升產品態度與願付價格。此外，消費動機具有顯著調節作用：在享樂傾向動機下，消費者更看重企業的實質善行以降低消費罪惡感；而在工具傾向動機下，消費者對缺乏環保屬性的產品容忍度較低。在社會面向中，社會價值議題對產品態度具顯著影響，且存在性別差異。女性對流浪動物議題展現高度偏好，男性則傾向支持失依老人。此外，從眾心理顯著干擾了捐贈模式的偏好，高從眾者偏好具象溫暖的食物捐贈，低從眾者則偏好具效率彈性的金錢捐贈。本研究證實永續價值並非單一維度，而是受訊息呈現方式、消費情境及個人特質交互影響。研究結果釐清了永續消費的態度—行為落差機制，並為企業針對不同目標客群制定精準的ESG行銷與定價策略提供實務建議。 ;Despite positive consumer attitudes toward sustainability, transforming ESG investments into actual Willingness to Pay (WTP) remains challenging. This study investigates how different sustainability messages influence product attitude and WTP, examining the moderating roles of psychological traits (conformity, cynicism) and demographics. Two experiments were conducted. Experiment 1 (Environmental) found that cost internalization is critical for enhancing WTP. Consumption motivation moderates this effect: hedonic consumers value substantive corporate actions to alleviate guilt, while utilitarian consumers show low tolerance for environmental negligence. Experiment 2 (Social) revealed that social value issues significantly impact attitude, with notable gender differences (females prefer animal welfare; males prefer elderly care). Furthermore, conformity moderates donation preferences: high conformists favor tangible food donations, whereas low conformists prefer monetary donations. The findings confirm that sustainability value is multidimensional. This study clarifies the attitude-behavior gap in sustainable consumption and provides actionable insights for targeted ESG marketing strategies.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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