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題名：綠色行銷工具與消費者願付價格之研究--以羽球器材／設備消費為例
書刊名：嶺東體育暨休閒學刊
作者：蔡耀程
作者(外文)：Tsai, Yao-cheng
出版日期：2013
卷期：11
頁次：頁87-103
主題關鍵詞：願付價格；環保廣告；環保標章；環保品牌；綠色消費；Willing to pay；WTP；Environmental advertisement；Eco-label；Eco-brand；Green consumption
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:83
生態平衡與環境永續得以實現的關鍵在於企業與消費者是否願意參與環境保護活動，肩負起日益受到重視的環境管理之社會責任。再加上，國人對運動觀念日益重視，運動器材／設備的訴求也逐漸增加，因此，本研究以具有羽球器材／設備消費經驗的消費者作為研究對象，以消費者對環保廣告、環保標章與環保品牌等行銷工具的認知，探討消費者不同的認知水準對不同訴求的運動器材／設備產品願付價格的行為。目的旨在瞭解綠色行銷策略對於消費者選購環保運動器材／設備的影響。本研究採用問卷調查法進行資料之蒐集，其中總共發放250份問卷，共計回收179份問卷，回收率72%；經刪除無效問卷47份，有效問卷合計132份，樣本有效率約為53%。實證分析則採用SPSS 17.0 版之統計分析軟體。主要結果發現，當消費者對於企業環保廣告、環保標章及環保品牌等行銷工具的認知不同時，確實影響消費者對不同訴求的羽球器材／設備產品願付價格的行為。其中，以「環保材質且具有環保標章」之羽球器材／設備、「為環保材質且又為環保品牌」之羽球器材／設備兩者，比較會改變消費者綠色消費行為。此外，消費者對於環保廣告、環保標章及環保品牌等行銷工具的認知程度不同時，也有顯著不同的願付價格。更明確地說，環保廣告認知高之消費者其願付價格顯著高於環保廣告認知低消費者的願付價格；環保標章認知高之消費者其願付價格亦顯著高於環保標章認知低的消費者願付價格；而環保品牌認知高之消費者其願付價格也顯著高於環保品牌認知低的消費者願付價格。由此可見，消費者其不同的綠色行銷認知，會產生不同的消費行為。
In recent years, environmental issue has gradually been concerned in purchasing and practiced into business strategy. People also have started to pay attention on environmental protection related information and begun to implement the green consumption to protect the environment. This research conducted questionnaire surveys, which completed by customers who had experience consuming sports products in middle of Taiwan, aiming to investigate the green marketing tools' effect on consumers' willing to pay. A total of 250 questionnaires are distributed, 132 pieces of usable data were obtained finally after deleting missing data. In this research we used SPSS 17.0 to probe hypothesis research. The empirical results indicate that the cognitive of environmental advertisement, eco-label, and eco-brand has different effect on consumers' behaviors. More specifically, consumers with high cognitive of environmental advertisement tend to purchase green sports facilities than those consumers with low cognitive of environmental advertisement. And, consumers with high cognitive of eco-label tend to purchase green sports facilities than those consumers with low cognitive of eco-label. Finally, consumers with high cognitive of eco-brand tend to purchase green sports facilities than those consumers with low cognitive of eco-brand.
期刊論文
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2.Phillips, L. E.(1999)。Green Attitude。American Demographics，21(4)，46-47。  new window
3.Bjorner, T. B.、Hansen, L. G.、Russell, C. S.(2004)。Environmental Labeling and Consumers' Choice--An Empirical Analysis of the Effect of the Nordic Swan。Journal of Environmental Economics and Management，47(3)，411-434。  new window
4.Lee, Kaman(2008)。Opportunities for green marketing: young consumers。Marketing Intelligence and Planning，26(6)，573-586。  new window
5.Nyborg, K.、Howarth, R. B.、Brekke, K. A.(2006)。Green consumers and public policy: On socially contingent moral motivation。Resource and Energy Economics，28(4)，351-366。  new window
6.Leonidou, L.、Hultman, M.(2011)。Evaluating the green advertising practices of international firms: a trend analysis。International Marketing Review，28(1)，6-33。  new window
7.Srivastava, P. K.、Fahey, L.、Christensen, H. K.(2001)。The Resource-Based View and Marketing: The Role of Market-Based Assets in Gaining Competitive Advantage。Journal of Management，27(6)，777-802。  new window
8.Romaniuk, Jenni、Sharp, Byron(2003)。Measuring brand perceptions: Testing quantity and quality。Journal of Targeting, Measurement and Analysis for Marketing，11(3)，218-229。  new window
9.Rashid, Nik Ramli Nik Abdul(2009)。Awareness of eco-label in Malaysia's green marketing initiative。International Journal of Business and Management，4(8)，132-141。  new window
10.Chan, R. Y. K.(2004)。Consumer responses to environmental advertising in China。Marketing Intelligence and Planning，22(4)，427-437。  new window
11.Connolly, J.、Prothero, A.(2003)。Sustainable consumption: Consumption, consumers and the commodity discourse. Consumption。Markets and Culture，6(4)，275-291。  new window
12.Hansla, A.(2011)。Value orientation and framing as determinants of stated willingness to pay for eco-labeled electricity。Energy Efficiency，4(2)，185-192。  new window
13.Hartman, P.、Ibanez, V. A.(2006)。Green value added。Marketing Intelligence and Planning，24(7)，673-680。  new window
14.Elham, R.、Nabsiah, A. W.(2011)。Investigation of green marketing tools' effect on consumers' purchase behavior。Business Strategy Series，12(2)，73-83。  new window
15.D'Souza, C.、Taghian, M.、Lamb, P.(2006)。An empirical study on the influence of environmental labels on consumers。Corporate Communication: An International Journal，11(2)，162-173。  new window
16.Bech-Larsen, T.(1996)。Danish Consumers Attitudes to the Functional and Environmental Characteristics of Food Packaging。Journal of Consumer Policy，19(3)，339-363。  new window
17.Davis, J. J.(1994)。Consumer response to corporate environmental advertising。Journal of Consumer Marketing，11(2)，25-37。  new window
18.Leire, C.、Thidell, A.(2005)。Product related environmental information to guide consumer purchases e a review and analysis of research on perceptions, understanding and use among Nordic consumers。Journal of Cleaner Production，13(10)，61-70。  new window
19.Shen, J.(2012)。Understanding the determinants of consumers' willingness to pay for eco-labeled products: an empirical analysis of the China environmental label。Journal of Service Science and Management，5(1)，87-94。  new window
20.Schrum, L. J.、McCarty, J. A.、Lowrey, T. M.(1995)。Buyer characteristics of the green consumer and their implications for advertising tool。Journal of Advertising，24(2)，71-82。  new window
21.Schlossberg, H.(19920330)。Marketers warned to heed message of 'Ecologism'。Marketing News，26(7)，6。  new window
22.Sammer, K.、Wustenhagen, R.(2006)。The influence of eco-labeling on consumer behavior: results of a discrete choice analysis for washing machines。Business Strategy and the Environment，15(3)，185-199。  new window
23.Xu, P.、Zeng, Y.、Fong, Q.、Lone, T.、Liu, Y.(2012)。Chinese consumers' willingness to pay for green- and eco-labeled seafood。Food Control，28(1)，74-82。  new window
24.Chan, Ricky Y. K.、Leung, T. K. P.、Wong, Y. H.(2006)。The effectiveness of environmental claims for services advertising。Journal of Services Marketing，20(4)，233-250。  new window
25.Ginsberg, J. M.、Bloom, P. N.(2004)。Choosing the Right Green Marketing Strategy。MIT Sloan Management Review，46(1)，79-84。  new window
26.Rex, E.、Baumann, H.(2007)。Beyond ecolabels: What green marketing can learn from conventional marketing?。Journal of Cleaner Production，15(6)，567-576。  new window
27.Peattie, K.、Crane, A.(2005)。Green marketing: legend, myth, farce or prophesy?。Qualitative Market Research: An International Journal，8(4)，357-370。  new window
28.Netemeyer, Richard G.、Krishnan, Balaji、Pullig, Chris、Wang, Guangping、Yagci, Mehmet、Dean, Dwane、Wirth, Ferdinand、Ricks, Joe(2004)。Developing and Validating Measures of Facets of Customer-Based Brand Equity。Journal of Business Researchy，57(2)，209-224。  new window
29.Carroll, Barhara A.、Ahuvia, Aaron C.(2006)。Some antecedents and outcomes of brand love。Marketing Letters，17(2)，79-89。  new window
30.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research，32(6)，RC6-RC12。  new window
31.Hsieh, Ming-huei、Pan, Shan-Ling、Setiono, Rudy(2004)。Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis。Journal of the Academy of Marketing Science，32(3)，251-270。  new window
32.Aragón-Correa, J. Alberto、Sharma, S.(2003)。A Contingent Resource-based View of Proactive Corporate Environmental Strategy。Academy of Management Review，28(1)，71-88。  new window
學位論文
1.Jiménez, M.(2007)。Guilt factors influencing the effectiveness of green advertising(博士論文)。University of Texas at El Paso。  new window
圖書
1.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
單篇論文
1.Jiménez, M.，Yang, K. C. C.(2008)。How guilt level affects green advertising effectiveness?，American Academy of Advertising。  new window
其他
1.行政院環境保護署(2002)。綠色消費綠色採購，http://www.cycepb.gov.tw/edu-greenbuy.asp。  延伸查詢new window
圖書論文
1.Belz, F.、Dyllik, T.(1996)。Okologische positionierungsstrategien。Positionierung- Kernentscheidung des Marketing。St. Gallen：Thexis Verlag。  new window
 
 
 
 
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