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題名:環保涉入、訊息溝通與綠色產品購買行為之關連性研究
作者:魏久峰
作者(外文):WEI, CHIOU-FONG
校院名稱:輔仁大學
系所名稱:商學研究所博士班
指導教授:李建裕
學位類別:博士
出版日期:2015
主題關鍵詞:環保涉入資訊效用環保廣告懷疑綠色信任綠色產品態度綠色購買意願綠色購買行為Environmental InvolvementInformational UtilityGreen Advertising SkepticismGreen TrustAttitudes toward Green ProductsGreen Purchase IntentionGreen Purchase Behavior
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隨著環保意識高漲,綠色消費行為在全球已開發國家和新興市場已經是各行各業囑目焦點!其中綠色產品態度在消費者購買決策中扮演關鍵性角色。可是從諸多文獻中發現有些研究主張:消費者的環保關懷以及綠色產品態度並無法確切轉化為綠色產品購買行為。雖然此種論點受到多數學者認同,然而通盤檢視消費者綠色產品態度的影響與背影響因素之模型建構與實證研究仍然缺乏!因此本研究目的整合「推敲可能模式、認知失調、理性行為」三種理論框架,提出一個有效的整體性指標來衡量並探討消費者對綠色產品態度的前因後果,期盼能提供綠色產品市場管理者一個更能深入掌握綠色消費行為的完整解釋模型與可能的決策方向參考。
本研究首先彙整文獻中有關消費者綠色產品態度的心理特質,經由「焦點小組討論」結果建構包含四個前因與二個後果之原始研究模型,並提出六個假設以供後續驗證「環保涉入、訊息溝通和消費者綠色購買行為之間的關聯性」。經由「前導性研究」確保量表的原意後,接著採用心理學研究常使用的便利抽樣方法,選取北部地區環保世代中20-44歲的消費者為對象,進行最終的網路問卷調查。同時,每個構念的題項都以隨機方式呈現給受試者填答。資料收集後使用AMOS,來驗證結構係數和測試假設。
研究結果顯示,(1) 研究對象與先前研究的綠色消費者之人口統計屬性一致,受訪者主要是女性、高學歷、高收入、已婚的消費者。 (2) 「綠色產品態度→綠色購買行為」以及「環保關心→綠色購買行為」之間的差距,並沒有呈現以往研究的嚴重現象。 (3) 綠色購買行為顯著受到消費者綠色購買意願正向影響,而綠色購買意願又顯著被消費者綠色產品態度所正向影響。 (4) 除了綠色廣告懷疑沒有顯著影響消費者綠色產品態度外,環保涉入、資訊效用和綠色信任都顯著並正向影響消費者的綠色產品態度。 (5) 綠色產品態度和其前因之間產生了一些中介作用,本研究據此對原始模型進行修正後發現,修正模型更能完整的解釋消費者綠色產品態度與其前因後果之間的關聯性。
本研究的貢獻除了建構完整的綠色消費行為模型並為後續研究提出建議外,也為綠色市場的經理人提供強化消費者綠色產品態度的可能途徑 (例如:環保涉入→資訊效用→綠色產品態度,資訊效用→綠色信任→綠色產品態度),進而促進消費者的綠色產品購買行為。
Green consumer behavior has become spotlight across global various industries, occurring not only in advanced economies but also in emerging markets. Attitude toward green products plays the most important role in consumer green purchase decisions. However, previous studies indicate that environmental concern and green attitudes toward green products do not clearly translate into green purchasing behavior. The objective of this study is to develop a valid measure of consumers’ attitude toward green products, investigating the antecedents and consequences of consumers’ green attitude toward green products. By literature review and focus group discussion, an integral conceptual model with six postulated hypotheses is proposed. A structured questionnaire is designed to collect field data. The structural equation model with AMOS program is used to estimate the structural coefficients and to test the hypotheses.
The results show that the environmental involvement, informational utility and green trust significantly influence consumer green attitude toward green products, except that of green advertising skepticism. Simultaneously, green purchase behavior is shaped by green purchase intentions, which in turn are driven by consumer attitudes toward green products. Attitude-behavior gap and concern-behavior gap are far less serious than previously thought. Besides, there are some mediating effects occurred between green attitude toward green products and its antecedents.
This study gives a new direction to address the issue of green consumer behavior from adopting theoretical frameworks, such as Cognitive Dissonance Theory, Elaboration Likelihood Model of persuasion, and Reasoned Action Theory, to verify the relationships between environmental involvement, communication and consumers’ purchase behavior of green products. It helps the managers do better keep an eye on green market and reduce the potential impact. Based on the result of this study, the suggestions for further research and the implication for managers of green market to manage green market issue are discussed.
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