探討綠色品牌知識和綠色供應商選擇知覺對綠色品牌態度與綠色採購意願之影響

The Effects of Green Brand Knowledge and Green Supplier Perception of Choice on Green Brand Attitude and Green Procurement Intention

周秀蓉(Hsiu-Jung Chou)

《商業現代化學刊》 6卷4期 (2012/09) Pp. 87-110

https://doi.org/10.6132/JCM.2012.6.4.05

摘要

台灣是第一個綠色採購通過立法的國家，在宣示環保行動的決心上有其重要的意義。為因應綠色採購及綠色消費之風潮，企業實施綠色採購已為時勢所趨。而企業採購行為較一般消費者行為複雜，故有必要瞭解綠色採購對業者產生的影響。因此，本研究以L品牌之銷售通路為主要研究對象，共發放235份，有效問卷220份，有效問卷回收率為94%。透過描述性統計、相關、迴歸等分析方法進行餐飲通路綠色採購意願之調查。研究結果發現：綠色品牌知識之品牌形象與綠色品牌態度會影響綠色採購意願，受訪者會因為品牌吸引力以及品牌聯想影響購買綠色商品的意願，因此建議L品牌塑造品牌故事，強化餐飲通路業者對L品牌的綠色品牌態度，進而產生綠色採購意願。

關鍵字

綠色品牌知識 ； 綠色供應商選擇知覺 ； 綠色品牌態度 ； 綠色採購意願

並列摘要

Taiwan is the first country that the green procurement clause was legislated. It is significant on the resolution of advocating the environmental protection action. Green procurement is one of the governmental concrete policies for the environment to step forward toward the everlasting development. The industrial procurement is obviously more complicated than the general consumer behavior, so it is essential to understand the impact to the process and decision-making of procurement while implementing green procurement. The research will take L Company's sales channel as the research object; out of the 235 questionnaires distributed, 220 valid ones were chosen for analysis. Our research method adopted the descriptive analysis, correlation analysis, and regression analysis to analyze the green procurement intention of the food and beverage sales channel. According to the study results, brand image of green brand knowledge and green-brand attitude had significant positive impact on green procurement intention. Because brand attractiveness and brand association affect the purchase of green products, therefore, to shape the brand story and to strengthen the green brand attitude for L Company, will increase buyer's green procurement intention.

並列關鍵字

Green Brand Knowledge ； Green Supplier Perception of Choice ； Green Brand Attitude ； Green Procurement Intention