綠色餐廳消費者價值認知與行為意圖之研究

Consumer Value Cognition and Behavioral Intention in Green Restaurant

鄭美圓(Mei-Yuan Jeng) ； 葉子明(Tsu-Ming Yeh)

《行銷評論》 15卷3期 (2018/09) Pp. 331-353

摘要

環保意識的抬頭，改變消費者需求與價值觀，綠色餐廳面臨的最大挑戰在於他們的綠色品牌如何進入到消費者的決策中，本研究主要探討消費者價值認知對綠色餐廳消費意圖，研究首先利用階梯訪談法針對20名受訪者做深入訪談，以內容分析法分析結果得出4個綠色屬性（贊助環保費用、節能減碳、採用當地食材與使用可回收與生物分解的產品）、5個綠色結果（好的環保習慣、增加消費頻率、身體更健康、心情愉快、我幫助了環境）與2個綠色價值（與他人更好關係及生活更幸福），其次以訪談資料為基礎發展出綠色屬性，綠色結果及綠色價值三個量表，最後針對350位餐廳消費者以結構式問卷方式收集資料，資料分析結果發現不論綠色屬性對綠色結果，綠色結果對綠色價值，綠色價值對行為意圖都達顯著水準，顯示所有的假設皆獲得支持，這說明了消費者在消費的當時，著重綠色餐廳的「屬性」所帶來的有利「結果」，更慮及此有利的「結果」是否可達成他們所追求的最終價值目標。本研究主要貢獻在於讓綠色餐廳了解消費者的整個決策過程，以作為餐廳綠色定位之依據，對於餐廳業者在行銷管理上亦有多方面的意涵。

關鍵字

綠色餐廳 ； 綠色屬性 ； 階梯訪談

並列摘要

The rising of environmental awareness has changed consumer demands and value. One of the greatest challenges for green marketing of a restaurant presents on the introduction of Green Positioning to Consumer Decision. This study research on consumer value cognition and behavioral intention in green restaurant. The first conducted in-depth interviews with 20 respondents and analyzed the results using content analysis to derive 4 green attributes (sponsorship of environmental protection costs, energy conservation and carbon reduction, use of local ingredients, and use of recyclable and biodegradable products). 5 green consequences (good green habits, increased consumption frequency, healthier body, pleasant mood, I helped the environment) and 2 green values (better relationship with others and happier life). Secondly, based on the interview data, the development of green attributes, green consequences and green values three scales. Finally, 350 restaurant consumers collected data by structured questionnaires. results showed that green attribute, green consequences and green value, green value and behavioral intention all have significant positive relationships. It shows that all the hypotheses are supported, Explain that consumers are focusing on the consequences brought about by the attributes of green restaurants at the time of consumption. It is more important to consider whether this favorable consequences can achieve the ultimate value goal they are pursuing. The contribution of this research is to let the green restaurant understand the whole decision-making process of the consumer, as the basis for the green positioning of the restaurant and also has many implications for the restaurant business in marketing management.

並列關鍵字

green restaurant ； green attribute ； laddering interview

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