探討綠色自我認同、認知參與和情感涉入對消費者購買綠色食品意願之影響

Exploring the Effect of Green Self-Identity and Cognitive Participation and Emotional Involvement to Green Purchasing Intention

林鴻美(Hung-Mei Lin)

指導教授 ： 牛涵錚

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00761

摘要

本研究主旨在探討自我認同、認知參與和情感涉入對購買綠色食品意願進行研究，對綠色食品的自我認同產生消費行為，藉此探討消費者產生購買意願的影響因素、流程。研究設計採量化的問卷調查法，佐以「SPSS」和「AMOS」問卷調查方法收集彙整及分析資料。本研究採「問卷調查」，對象以臺灣地區居民，抽樣數為533份，回收資料統計及結構方程模式分析法分析。研究結果自我認同會影響綠色食品購買意願透過認知參與和情感涉入進行驗證，結果表明認知參與和情感涉入會受到不同因素的驅動，是綠色食品購買意願重要決定因素。研究得知消費者對綠色食品自我認同、認知參與和情感涉入相互影響作用而購買綠色食品意願，研究驗證具有正向顯著性。藉由本研究強化綠色食品的獨特屬性，可持續發展其效能強調審視消費者對購買綠色食品的自我認同、認知參與和情感涉入之行為，以便開發有效的購買意願。讓消費者瞭解其背後帶來的價值，驅使產生購買綠色食品意願之影響。

關鍵字

自我認同 ； 認知參與 ； 情感涉入 ； 綠色購買意願

並列摘要

The main purpose of this research is to explore self-identity, cognitive participation, and emotional involvement to study the willingness to purchase green food, and to produce consumption for self-identification of green food, in order to understand the effect to consumers' purchase intention. The research design adopts a questionnaire survey method, the number of samples was 533, and the statistics was adopting SPSS and AMOS to structural equation analysis were used. The research results show that self-identity will affect the purchasing intention of green food through cognitive participation and emotional involvement. The results show that cognitive participation and emotional involvement will be driven by different factors and are important determinants of green food purchase intention. The study found that consumers' self-identity, cognitive participation and emotional involvement of green food interacted to purchase green food, and the research verified that it was positively significant. Through the research to strengthen the unique attributes of green food, the effectiveness of sustainable development emphasizes the review of consumers' self-identity, cognitive participation and emotional involvement in the purchase of green food in order to develop effective purchase intentions. Let consumers understand the value behind it and drive the impact of their willingness to buy green food.

並列關鍵字

Self- Identity ； Cognitive ； Emotional ； Green Purchasing Intention

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