企業綠色行銷對消費者購買意願之影響－以道德強度為干擾變數

THE EFFECTS OF ENTERPRISES GREEN MARKETING ON PURCHASE INTENTION OF CONSUMER-USING MORAL INTENSITY AS MODERATING VARIABLES

盧龍泉(Long-Chuan Lu) ； 王晨宇(Chen-Yu Wang) ； 莊世杰(Shih-Chieh Chuang) ； 游蓓怡(Pei-I Yu)

《南亞學報》 37期 (2017/12) Pp. 197-215

摘要

由於地球暖化所造成的氣候變遷以及PM2.5對人體造成的危害,間接促使企業界開始擔負更多的社會責任與實施行銷倫理的理念。本文探討消費者綠色行銷、道德強度和購買意願之間的關係，並探討道德強度在綠色行銷與購買意願之間的干擾效果。本篇研究問卷總共發放400份，回收有效問卷361份，回收率90.25％。其結果顯示綠色行銷對購買意願有顯著正向的影響，道德強度對購買意願有顯著正向的關係。而道德強度在綠色行銷以及購買意願之間並沒有產生干擾效果。本研究建構消費者對於企業推行綠色行銷的購買意願，不僅可以做為解釋及預測消費者的購買意願，並可以提供未來廠商推出相關綠色產品之策略參考。

關鍵字

綠色行銷 ； 購買意願 ； 道德強度

並列摘要

According to the Climate change serious of the global warming and PM2.5 cause harm to health. It leads business circles to bear more social duty and carry out the idea of ethics indirectly. This study was to discuss the relationship between customer's Green Marketing, Moral Intensity and Purchase Intention, also the moderating effects between green marketing and Purchase Intention under the moral intensity. In this study, totally 400 questionnaires were sent out and 361 valid ones were retrieved. Overall response rate are 90.25%. The result shows that the influence of the green market to purchase intention is significantly positive, the relationship between moral intensity and Purchase Intention are significantly positive. There is no moderating effect between green marketing and Purchase Intention under the moral intensity. This study builds the structure of consumers' purchase intention about enterprises to promote green marketing and moral intensity, It not only explain and predict the customer's purchase intention, but also provide the reference of marketing strategy of green products.

並列關鍵字

green marketing ； purchase intention ； moral intensity