綠色行銷對知覺品質、知覺價格、知覺風險、知覺價值及購買意願的影響－以有機食品為例

The Influence of Green Marketing on Perceived Quality, Perceived Price, Perceived Risk, Perceived Value and Purchase Intention-An Example of Organic Food

吳淑鶯(Shwu-Ing Wu) ； 蕭雅如(Ya-Ru Shiao) ； 林婉婷(Wan-Ting Lin) ； 何雅琳(Ya-Lin Ho) ； 黃詩莤(Shih-Yu Huang) ； 紀伯融(Po-Jung Chi)

《創新與經營管理學刊》 3卷1期 (2012/07) Pp. 19-41

https://doi.org/10.6270/JIBM.2012.3(1)19

摘要

本研究即以有機食品為研究標的，探討有機食品之綠色行銷理念對消費者知覺品質、知覺價格、知覺風險、知覺價值及購買意願的影響，經調查745位消費者後，發現（1）綠色行銷對知覺品質有顯著的正向影響。（2）綠色行銷對知覺風險有顯著負向影響。（3）知覺品質對知覺價值有顯著的正向影響。（4）知覺價格對知覺價值有顯著負向影響。（5）知覺風險對知覺價值有顯著的負向影響。（6）知覺價值對於購買意願呈現顯著正向影響。可見綠色行銷理念主要經由知覺品質及知覺價值影響消費者的購買意願。

關鍵字

綠色行銷 ； 知覺品質 ； 知覺價格 ； 知覺風險 ； 知覺價值 ； 購買意願

並列摘要

This study uses the organic foods as an example, to explore the influence of green marketing on perceived quality, perceived price, perceived risk, perceived value, and purchase intention. An analysis of 745 effective questionnaires produces six main findings: (1) Green marketing has significantly positive impact on the consumer perceived quality. (2) Green marketing has significantly negative impact on the consumer perceived risk. (3) Consumer perceived quality has significantly positive impact on perceived value. (4) Perceived price has significantly negative impact on perceived value. (5) Perceived risk has significantly negative impact on perceived value. (6) Perceived value has significantly positive impact on purchase intention. According to the results of this study, we find that green marketing awareness influence consumer's purchase intention through perceived quality and perceived value.

並列關鍵字

Green marketing ； Perceived quality ； Perceived price ； Perceived risk ； Perceived value ； Perceived intention