環保標章品牌效應與產品價差之探究

隨著環保意識逐漸抬頭，消費者在選購產品時開始注意產品是否符合環保，而環保標章設立之目的在於鼓勵廠商於產品製造過程中進行節能並降低環境污染。它是一種商標，使符合環保標章認證之產品具有品牌價值，並能與未獲認證之產品產生市場價差，此價差應等同於理性消費者之主觀願付價格(willingness-to-pay, WTP)。本研究以環保標章類中之節能標章為對象，以條件評估法推估消費者在選購符合節能標章認證家電產品之願付價格與品牌價格。結果顯示消費者已能將節能標章認同為品牌，然其願付價格少於品牌價值；且其對具品牌與標章家電之願付價格(WTP)明顯低於不具品牌與標章家電之願受補償(willingness-to-accept, WTA)，顯示消費者對節能標章仍屬理性消費行為。

關鍵字

綠色消費；品牌效應；環保標章；節能標章；願付價格

並列摘要

Consumers are more willing to select and purchase products that are consistent with environmental protection along with the rising of environmental consciousness. The purpose of setting eco-label, however, is to encourage firms for energy-saving production and to reduce environmental pollution. The label could be treated as trademark such that those who with the label and the induced brand value will produces market margin to those who without. The margin should be equivalent to rational consumer's subjective willingness-to-pay (WTA). This research selects energy-saving label from eco-label as an example, and applies Contingent Valuation Method (CVM) to estimate consumer's WTP for electrical appliances with energy-saving label, brand value, or both. Results of the study demonstrate a statistically consistent of label value to brand value, although a relatively less value. The estimated WTPs of products with label and brand are significantly lower than the willingness-to-accept (WTA) for those who without. This is consistent with consumer's rational behavior on Energy-saving Label.