導入綠色價值消費者對綠色產品購買態度影響性之研究

Abstract

本研究旨在探討消費者之個人特質與購買綠色產品時可能考慮因素對綠色購買態度與綠色購買意向可能造成之影響進行研究。 由於綠色消費者行為研究近年來已被廣泛地研究，然而探討層面卻多半未涉及價值理論的部分，故本研究以計畫行為理論為主體加入產品價值與綠色價值構念，以及可能影響的外生變數，發展出一套新的概念性架構，試圖解釋消費者在進行綠色購買行為時，感性層面的影響效果。為此本研究建立了15項研究假設，根據隨機抽樣向同一群樣本針對兩項不同產品的調查數據，進行結構方程式(Structural equation model)的模式驗證。在後續討論分析中，針對不同消費者背景條件對各構念做變異數分析，以及將樣本分群針對不同性別與是否參加過特定環保組織或宗教團體兩項變數做出特定族群的綠色購買行為模型，可以發現綠色消費者之填答結果確實在綠色價值以及利他主義、集體主義、綠色資訊、環境意識等構念較非綠色消費者之填答結果為顯著；而女性在這些構念中也較男性為顯著。 簡言之，無論是在高單價與低單價的商品上，綠色價值、利他主義、集體主義、綠色資訊、環境意識等構念，對於綠色消費者族群有顯著地影響，因此重點就是透過環境教育將消費者導向正確的綠色消費行為。

This research aims to the impact of investigate characteristic of consumer and considerate factors of green consumption to green purchase attitudes and intentions.

Because of green consumer behavior research had been studied for a long time. However, those research papers seldom refer to consumption value theory. So that this research based on Theory of planned behavior, introduce produt value and green value and its influence factors, to establish a new conceptual framework. Try to explain the effect of sensibility factors when consumers purchase green products. For the purpose, this research creates fifteen research hypotheses. Base on the random sampling to the same consumers on two products, and then use Structural equation model to test the research hypotheses and validate conceptual framework. In the discussion section, use analysis of variance (ANOVA) in the different consumer characteristics, and distinguish sampling data from gender and whether joined environmental organizations or religious sects to produce green purchase model for some special groups. As the result of this, discovered green consumers indeed perform better than common consumers in green value, altruistism, collectivism, green informations, environmental awareness constructs. And female is also better than male.

In a word, green value, altruistism, collectivism, green information, environmental awareness, had a significant effect on green consumers, whatever on the higher price product or lower price product. So that environmental education is the key point.