探討農村再生與綠色生活圈架構下之消費者綠色購買行為

Exploring Green Purchase Behavior of Consumers under Framework of Rural Regeneration and Green Living Circle

張本圳(Ben-Zhen Zhang) ； 蕭景楷(Ching-Kai Hsiao)

《建國科大學報》 38卷2期 (2019/07) Pp. 33-48

摘要

在這個全球暖化年代，世界各國政府皆致力於節能減碳此政策目標上，在農業領域，農產品能實現在地消費是達成低碳足跡與低碳消費的重要議題；本研究建構｢消費者綠色購買行為分析模型」，並在台灣各大型百貨公司之超市進行問卷調查並回收571份有效問卷，然後使用迴歸分析進行假設驗證以探討各種影響消費者購買綠色農產品之相關因素，研究結果顯示，消費者的綠色認知正向顯著影響農產品的購買意願、消費者的知覺風險負向顯著影響農產品的購買意願、消費者的產品涉入和對農產品的知覺價值會干擾消費者之綠色認知對其購買意願的影響力，根據研究成果，本研究建議農村應專注行銷高綠色認知與高產品涉入之消費者族群，並對農產品進行優質包裝、撥放廣告、載明碳足跡資訊以提高農產品在消費者心中的知覺價值，且實行農產品安全保險、農產品生產履歷制度、推廣休閒農業以降低農產品在消費者心中的知覺風險，進而提升消費者的綠色農產品購買意圖。

關鍵字

節能減碳 ； 低碳足跡 ； 低碳消費 ； 迴歸分析 ； 綠色農產品

並列摘要

In this period of global warming, all of government take effort in the goal of energy saving and carbon reduction. In the field of agriculture, agricultural products can be consumed in the local area is an important issue for approaching low carbon footprint. This research builds ＂Consumer Green Purchasing Behavior Analysis Model＂. 571 questionnaires are collected from each department store in Taiwan. And then, this research uses regression analysis to discuss the relative influence factor which will influence consumer to purchase agricultural products. The research result shows that green cognition of consumer will positive influence purchase intention of agricultural products and perceived risk will negative influence purchase intention of agricultural products. Product involvement of consumer and perceptual value of agricultural products will interfere the influence degree when green cognition affects purchase intention. This research suggests that village government should promote focus on the group of high green cognition and the group of high product involvement. They also should package the product carefully, execute some adventure and contain carbon footprint information to promote perceptual value of product in consumer's mind. This study also recommends that agricultural product safety insurance, agricultural product production history system and leisure agriculture also should be implementing for decreasing perceptual risk of product in consumer's mind. And then, green agricultural product purchase intention will increase because of perceptual value of product in consumer's mind has been enhanced.

並列關鍵字

Energy Conservation and Carbon Reduction ； Low Carbon Footprint ； Low Carbon Consume ； Regression Analysis ； Green Agricultural Product