消費者之綠色行銷因子認知與產品知識關係之研究

Relationship between the Consumer’s Cognition on Green Marketing Factors and the Product Knowledge

施志龍(Chih-Lung Shih)

指導教授 ： 王居卿

共同指導教授 ： 楊立人(Li-Ren Yang)

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00133

摘要

人類對自然界資源的需求與日劇增並快速消耗後，自然環境已無法負擔，因而造成全球暖化現象，至此人類才逐漸意識到地球生態的危機。在消費者環保意識高漲下，企業為瞭解客戶需求，因此衍生出所謂的「綠色行銷」。本研究主要針對綠建築住宅產品，探討消費者對各項綠色行銷因子有何認知差異?而消費者在不同的綠建築產品知識程度下，對上述認知將產生何種影響?並進一步瞭解消費者在不同產品知識程度及綠色行銷因子認知差異下，對於綠建築建商形象的看法與對綠建築住宅之選擇意願，將產生何種影響?針對樣本進行實證分析與討論後，有以下重要發現：
1.消費者最重視的前三項綠色行銷因子依次為 (1)住宅的自然通風良好；(2)住宅的自然採光充足；(3)住宅具有窗戶遮陽設計。
2.消費者之產品知識程度對綠色行銷因子認知具正向影響。主觀產品知識若愈高，對綠色行銷因子的綠色產品及綠色企業的認知也愈強。
3.消費者之產品知識程度對綠建築建商形象的看法與綠建築住宅之選擇意願皆具正向影響。消費者之主觀產品知識若愈高，對綠建築建商形象的看法也愈趨向於正面肯定；而客觀產品知識若愈高，則對綠建築住宅之選擇意願也愈高。
4.消費者之綠色行銷因子認知差異對綠建築建商形象的看法與綠建築住宅之選擇意願皆具正向影響。消費者不論是對於綠色產品或綠色企業之認知若愈強，對綠建築建商形象的看法也愈趨向於正面肯定；而綠色產品之認知若愈強，則對綠建築住宅之選擇意願也愈高。

關鍵字

綠色行銷 ； 綠建築 ； 消費者認知 ； 產品知識

並列摘要

Because human demand for nature resources is increasing sharply day after day, and our natural environment has also been deeply harmed, that results in global warming phenomenon. People gradually realizes that the earth is facing the crisis of ecology. Under the soar of the consumer environmental consciousness, the enterprises have created ”the green marketing” in order to understand the customers’ demand. This research mainly aims at the green construction housing product, and we’ll discuss about what cognition difference of each green marketing factor the consumer would have. Also, we’ll discuss about that what kind of influence to the above cognition the consumer under the different green construction product knowledge degree would have. And further more, we will try to find out how do the different product knowledge and the different green marketing factor cognition the consumer have would influent them to regard construction business image and choose the green construction housing. After Carrying on the empirical analysis and the discussion after the sample, we have several findings :
1.The most three green marketing factors which consumer take seriously are (1) Naturally-ventilated residence. (2) Naturally-daylight residence. (3) The residence with balconies and good shading design.
2.There’s a positive relation of consumer’s product knowledge on the green marketing factors cognition, if they have the stronger subjective product knowledge, they would have the stronger cognition about the green marketing factor’s product and the enterprise image.
3.The different product knowledge and the different green marketing factor cognition the consumer have will influence them to make a choice positively. If they had more consumer subjective product knowledge, they would regard the construction business image more positively and also be tend to choose the green construction housing.
4.Green marketing factors cognition difference of the consumer is positive-related to the consumer’s image about construction business and their choices of the green construction housing. If consumer had the stronger cognition of green product or Green enterprise, they would regard the construction business more positively; if consumer had the stronger cognition of the green product, they would choose the green construction housing more possibly.

並列關鍵字

Green Marketing ； Green Building ； Product Knowledge ； Consumer Cognition

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