綠色品牌形象、從眾行為與綠色購買意願之研究－以戶外運動品牌服飾為例

The Relationship among Green Brand Image, Conformity and Green Purchase Intention-The Case of Outdoor and Sportswear

辜郁婷(Y. T. Ku) ； 蔡淑梨(S. L. Tsai) ； 楊濱燦(B. T. Yang)

《紡織綜合研究期刊》 31卷1期 (2021/01) Pp. 57-67

https://doi.org/10.6439/TTRJ.202101_31(1).0005

摘要

隨著經濟蓬勃發展，資源過度使用與開發已造成生態平衡的損害，使得全球開始關注環保相關議題，紛紛朝向永續經營之發展。企業在擔負著永續經營與社會責任使命的同時，開始以綠色品牌作為形象經營，無論對環境、消費者、企業等，皆是一種善的循環。本研究之研究目的有二：（1）探討綠色品牌形象對綠色購買意願之影響、（2）探討消費者的從眾行為在綠色品牌形象與綠色購買意願間之干擾效果。本研究將以戶外運動品牌消費者為研究對象，以便利抽樣方式進行取樣，共發放312份，有效問卷回收率為77.88 %。研究結果顯示，戶外運動品牌服飾綠色品牌形象會正向影響綠色購買意願。此外，規範性從眾行為於綠色品牌形象與綠色購買意願之間具有干擾效果，但資訊性從眾行為則不具有干擾效果。

關鍵字

綠色品牌形象 ； 從眾行為 ； 綠色購買意願

並列摘要

As the economic growing rapidly, unsustainable resource exploitation becomes a major environmental issue. As the global environmental change, enterprise undertaking sustainable development and corporate social responsibility. The corporate has started engage in green brand, because they trust it is a virtuous circle of environment, customer and corporate. Therefore, the purpose of this study were to explore the influence of green brand image on customer's green purchase intention and to examine the moderating effect of conformity on the relationship between green brand image and green purchase intention. The 312 questionnaires were completed and total recovery was 77.88 % in this study. Results showed that positive green brand image of outdoor and sportswear would enhance consumers' green purchase intentions positively. Normative conformity has moderating effect on the relationship between green brand image and green purchase intention. However, informational conformity does not have moderating effect on the relationship between green brand image and green purchase intention.

並列關鍵字

Green brand image ； conformity ； green purchase intention