綠色價值觀和綠色態度對綠色運動行銷推廣消費意願關係之研究

因應永續發展趨勢，綠色永續生產和消費日益受到重視，誘發本研究欲調查以綠色為推廣主軸是否有效之研究動機。本研究以自行車為例，調查若自行車業者以綠色運動為主題進行廣告推廣時，對消費意願的影響。研究假設：重視綠色價值的人，有較正面的綠色態度。較重視綠色價值和有較正面綠色態度的人，會對以綠色運動為推廣訴求的自行車廣告，有較高的購買該自行車的消費意願。本研究進行準實驗設計，以問卷收集資料。設計文案AA強調綠色環保運動類型的自行車；文案BB則訴求美美品質好的自行車。受訪者同時看過這兩個文案之後，填答三個題項，有關對AA或BB的購買意願。綠色價值包括普世性價值和環境保護價值，綠色態度包括低碳綠色運動態度和綠色環境下從事運動態度。問卷在彰化田尾公路花園針對騎自行車的遊客，收回有效206份。量表信度皆大於0.70。相關分析顯示，消費者綠色價值對綠色態度有顯著正相關，但對於綠色推廣主題的自行車消費意願，無直接相關。而綠色態度對於綠色推廣主題的自行車消費意願有顯著正相關，顯示綠色價值透過綠色態度，對消費意願產生間接影響。本研究結論自行車業者以綠色運動為行銷推廣主題的情況下，對於重視綠色價值的消費者的自行車消費意願，透過綠色態度有間接影響，因此可以針對此市場區隔採用以綠色為主題來進行溝通。

關鍵字

自行車；綠色運動；環境保護；普世性價值

並列摘要

In response to the trend of sustainable development, green sustainable production and consumption are increasingly emphasized. This has prompted this study to investigate the effectiveness of promoting a green-centric approach in a marketing activity. This study used cycling as an example to examine the influence of an advertisement with a green theme on the purchasing intention. The hypothesis was that individuals who emphasized more on green values and had more positive green attitudes would be more willing to buy a bike advertised with a green theme. Those who emphasized more on green values would have more positive attitudes. This study adopted a quasi-experimental design and used questionnaires to collect data. AA bicycle was advertised with a green theme, whereas BB bicycle was advertised as beautiful with good quality. The interviewees saw AA and BB advertisements and decided the level of extent in which they tended to buy AA or BB in three questions. Green values included universalism values and environmental protection values. The green attitude encompasses a low-carbon green sports attitude and an attitude of engaging in sports within a green environment. Questionnaires were distributed to cycling tourists in Chang-Hua Tian-Wei Road Garden. A valid sample of 206 tourists was recruited. All scale reliabilities were greater than .70. Correlation analyses showed that the relationships were not significant between consumers' green values and their purchasing intention to the bike advertised with a green theme. However, positive relationships were significant between consumers' green values and green attitudes. Further, the positive relationship was significant between consumers' green attitudes and their purchasing intention to the bike advertised with a green theme. These indicated that the consumers' green values had indirect influences on their purchasing intention to the bike advertised with a green theme. The study concluded that bicycle managers can use a green promotion theme in marketing to communicate with the segment of consumers who emphasize green values.

並列關鍵字

Cycling ； Green exercise ； Environmental protection ； Universalism

參考文獻

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