摘要
近來，消費者更加注重其購買之產品對於生態環境的影響。而環保標章（Green Mark）則扮演可以減少生產者與消費者之間產品環境屬性資訊不對稱的重要角色。然而，消費者是否願意支付溢價購買具環保標章（Green Mark）之產品則是值得探討的重要課題。本研究以洗衣清潔用品作為研究對象，並應用衡量非市場財產之價值之條件評估法（Contingent Valuation method, CVM），估算消費者對具環保標章（Green Mark）產品之願付價值（WTP）。 其次，本研究亦探討影響願付價值之因素。此外因洗衣清潔用品之環保標章（Green Mark）同時涵蓋環境保護與避免危害健康兩種屬性。但本研究並無法確定消費者選擇環保標章的主因是基於環境保護屬性或是避免危害健康屬性。因此，本研究也在研究中比較了消費者對環保標章之環境保護屬性與避免危害健康屬性之願付價值的差異。 實證結果顯示，不論環保標章的環境保護屬性或避免危害健康屬性，環境意識較低消費者，對於環保標章之願付價格均較高。此外，本研究發現消費者之主觀規範影響與環保標章之願付價值，呈現負向關係。然而，當消費者具有較高的環境意識時，會減緩主觀規範對願付價格造成的負向影響。 最後，環保標章環境保護屬性的平均願付金額約為107元/人，而在避免危害健康屬性的平均願付金額約為135元/人。根據研究結果，台灣消費者目前對於避免危害健康屬性上具有較高的願付價格。
並列摘要
Recently, the consumers are paying more attention to a product’s impact on the environment. The Green Mark can mitigate information asymmetry between producers and consumers over the environmental attributes of products. Thus, it is worth exploring that whether the customers are willing to pay a premium for Green Mark products. Focusing on detergents, the study apply Contingent Valuation method (CVM), which is used to measure the values of non-market products to estimate consumers’ willingness to pay (WTP) for the Green Mark product. Besides, the paper examines the factors affecting their WTP. Moreover, the Green Mark certifies that a product is environmentally friendly and that health considerations have been taken. However, it is unsure whether Green Mark products are chosen for environment issue or for perceived health-related concerns. Thus, we also compare the WTP for Green Mark products’ environmental attributes with for its health benefits in the study. The empirical results show that for consumers who are less environmentally aware, the higher WTP for Green Mark products’ environmental attributes and its health benefits. Furthermore, the higher consumers’ perceived level of subjective norm, the lower WTP for Green Mark products’ environmental attributes and its health benefits. Besides, the negative relationship between consumers’ perceived level of subjective norm and the WTP for Green Mark products’ environmental attributes and its health benefits is mitigated if the consumers are more environmentally conscious. Finally, the average WTP for Green Mark products’ environmental attributes is 107 NT, and for health benefits is 135 NT. According to the results, this research find that consumers are more willing to pay extra money on avoiding harm to health attribute rather than environmental protection attribute in Taiwan.