環保意識對綠色產品知覺與再購意願之影響

The impact of environmental awareness on green product perception and repurchase intention

許美玲(Mei-Ling Hsu)

指導教授 ： 楊立人

共同指導教授 ： 李雅婷

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00570

摘要

全球環境汙染問題日漸嚴重，環保意識紛紛受到眾人的注重，不僅各國政府制定相關環保規範外，進而推行綠能及電動車等環保經濟議題，企業們也紛紛針對綠色管理做進一步的研討。本研究著重環保意識影響綠色產品的覺醒，環保意識理念化為執行購買綠色產品的行動，再增購買率。研究方法主要探討環境知識與環境態度的認知，有關文獻分析下，延伸對綠色產品的知覺價值與知感程度更加具體化。研究結果顯示，環保意識與綠色產品知覺是綠色產品購買意願重要的影響力，也有機會增添綠色產品再購意願，進而邁向環保的永續性，愛地球才讓萬物續生存。
本研究以一般消費者為研究對象，採取便利抽樣方式發放問卷，問卷收集期間為2021年2月至2021年3月，總計發放問卷400份，回收有效問卷368份進行分析，這項研究結果如下：
1.環保意識對綠色產品知覺具有正向影響。
2.綠色產品知覺對再購意願具有正向影響。
3.環保意識對再購意願具有正向影響。
4.綠色產品知覺對環保意識與再購意願之關係具有中介效果。

關鍵字

環保意識 ； 綠色產品知覺 ； 再購意願

並列摘要

The environmental awareness has been attention by people from the serious problem of global environmental pollution, except to formulate relevant environmental regulations from a lot of country governments, and promote green energy and electric vehicles about the environmental economic issues. Many company have also made further discussions on green issues. The thesis focuses on the awakening of environmental awareness that affects green products. The concept of environmental awareness is transformed into the implementation of the action of purchasing green products, and the purchase rate is increased. Mainly studies the cognition of environmental knowledge and environmental attitude, and under the analysis of relevant literature, extends the perceptual value and perception degree of green products to be embodied.The results show that environmental awareness and green product perception for the green product purchase will be an important influence, but also have the opportunity to increase the willingness to buy green products, and then towards environmental protection sustainability, protect the Earth so that everything can survive.
The research object of this thesis is the general public, the sampling method is to issue questionnaires, and the questionnaire collection period was from February 2021 to March 2021, a total of 400 questionnaires were distributed and 368 valid questionnaires were recovered for analysis, the results of which are as follows:
1. Environmental awareness has a positive impact on the perception of green products.
2. The perception of green products has a positive impact on the willingness to re-purchase.
3. Environmental awareness has a positive impact on re-purchase intention.
4. The perception of green products has an intermediary effect on the relationship between environmental awareness and re-purchase intention.

並列關鍵字

environmental awareness ； green product perception ； re-purchase intention

參考文獻

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