綠色行銷下消費者之綠色消費行為分析

Abstract

環保是近年來的趨勢，許多國家已經發布規章來控制消費者和企業對環境所造成的影響。如今不只是政府，消費者也越來越有環境意識。因此，綠色消費和綠色行銷逐漸風行於商業活動中。但是綠色市場的表現卻是令人失望的。 先前的研究專注在綠色消費的心理因素影響，但是消費者的需求仍然是需要被滿足的。因此我們結合心理學和行銷學為綠色消費提出一套新的概念性架構。 為此，我們選擇了低價格和高價格的產品成為我們的分析目標並且提出十四項 假說。我們建立流程圖來檢驗所提出的因素以及相關假設。根據隨機抽樣的調查數據，我們使用LISREL來進行分析。我們先做整體消費者的測試，之後再隨著收入水準和教育水準將消費者分群。驗證的結果顯示每條假說被接受或者拒絕取決於不同種類的消費者和產品。根據我們的分析，我們發現每個因素造成的影響會隨不同種類的消費者和綠色的產品而變。不僅是環境意識，業界常使用的行銷工具也能有效影響綠色的購買意圖。這表示銷售人員想要推銷不同綠色產品給不同消費者的時候，他們應該首先分辨消費者和產品的類型然後使用不同的銷售工具。簡言之，雖然我們不能只用環境意識銷售綠色的產品，但是它確實會影響消費者，而綠色產品實際上也是可以被行銷的。

“Green” has been a trend for several years. Many countries have issued regulations to control the impact caused by consumers and companies. Nowadays, not only government but also consumers have more and more awareness about environment. Thus, green consumption and green marketing are gradually prevailed among business area. But performance of green market is still disappointing. Previous researches concentrate on analyzing the psychological effect on green consumption. But the consumers` requirements of product attributes still need to be satisfied. Thus we combine psychology and marketing concept to propose a new conceptual framework for green consumption. To do so, we choose low-price and high-price products to be our objects and postulate fourteen respective hypotheses. A hypothetical model is established to analyze these constructs and their correlations in the proposed conceptual framework. Based on the survey data collected randomly in Taiwan, we use the LISREL analytical approach. At first, we use total samples to test our conceptual framework, and then we separate our samples with income-level and education-level and we test both low-price and high-price products with every kind of consumers. The empirical results indicated that every hypothesis is accepted or rejected depends on different kinds of consumers and products. According to our analysis, we find the effects of every construct are changed with different kinds of consumers and green products. Not only environment awareness but most used marketing tools can effectively affect green purchase intention. That means when marketers want to promote different green products to different consumers, they should identify the type of consumers and products first and then use diverse marketing tools. In brief, although we can`t market green products only with environment awareness, it does affect consumers and we also find that green products actually can be marketed.