心智會計應用於消費者綠色消費行為之決策模式

Abstract

近年來環保意識逐漸提昇的情況下，不少廠商推出具環保特性之產品，而消費者行為的研究是發展行銷策略重要的一環，故預測消費者行為成為行銷的重要工作。本研究擬以綠色食品為研究目標提出一模式分析消費者對於綠色食品與非綠色食品之間的決策選擇，並藉此了解消費者衡量購買的決策要素。本研究收集各食品之選擇因素並以心智會計中消費者決策的依據為參考篩選出適合綠色食品的選擇因素。研究方法擬以建構二元羅吉特模式為主軸，試圖求出消費者選擇有機食品的機率。初步結果得出消費者選擇有機食品之機率約為七成，代表消費者對於目前的有機食品價格是可接受的，雖不排除跟現實情況比較起來偏高。之後以實例有機食品代入模式則得出約65%，可得知商店內有機食品價格在消費者考量的合理範圍之內，如搭配價格優惠或限量商品等方式可望打動消費者的心。此結果與現實情況貼近，代表此模式整體的準確度是可信的且對於消費者對於有機食品的選擇有參考價值。

There are many green product in the market as the issue of environment protection rises. Consumers’ behavior is a indispensable link to marketing. Hence, the prediction of consumers’ behavior is potent to marketing.

In this study we want to present a model to analyze how do consumers make a dicision between organic food and non-organic food and find out the factors which have an impact on consumers’ measurement of purchase. We collect a variety of food purchase factors and use mental accounting in order to filter out the factors which can’t fit in the organic food purchase.We use binary logit model as research method for its simplicity and adequancy of binary choice.Getting the probability of choosing organic food is our primary goal.

The result shows that the probability of choosing organic food is about 70%, which reveals that consumers towards buying organic food. We bring the value of existing organic food into model, and the probability of choosing organic food is 65%. From the result mentioned above, we know that the price of organic food is accetptable and resonable in consumers’ mind. Our suggestion to increase sales is temporary price promotion or limited number of new product goods. To sum up, the model has good prediction rate and credibility in choosing organic food.