綠色品牌信任與購買意願關聯性之研究
以北市某高中生為例

近年來，由於環保風氣的日益重視，帶動了許多所謂的綠色產品及綠色品牌的興起，消費者在選購時，除了重視產品本身外，也期望選擇對環境友善的產品。然而部分產品雖然標榜具有綠色環保特性，實際上對於環境保護的作為卻是模糊不清、甚至涉及欺騙；廠商企圖透過漂綠(greenwashing)行為，假造其產品或品牌屬於綠色環保，藉以誤導消費者的認知。消費者對於綠色品牌的信任及購買意願如何？若了解廠商可能會有漂綠行為後，消費者是否產生綠色懷疑而影響其購買意願？又消費者對於資訊處理能力的不同是否會影響其購買意願？本研究企圖探討綠色品牌信任與購買意願之關聯性，並以綠色懷疑(較高/較低)及推敲可能模式(中央路徑/周邊路徑)為調節變數，探討兩者是否會影響綠色品牌信任與購買意願關係之強弱度。本研究以北市某高中生為抽樣對象，迴歸分析顯示，綠色品牌信任與購買意願之間存在著正向顯著關係，綠色懷疑較低者，綠色品牌之情感信任與購買意願之正向關係較強；而採中央路徑較多者，綠色品牌之認知信任與購買意願之正向關係較強，亦即更會購買綠色品牌。本研究並對於理論與實務涵義提出進一步的討論與建議。

關鍵字

綠色品牌信任；購買意願；推敲可能模式；綠色懷疑；漂綠

並列摘要

In recent years, the rise of environmental protection has led to the rise of many so-called green products and green brands. It is hoped that consumers can contribute to environmental protection and purchase environmental friendly products when shopping. However, many environmental statements emphasize the characteristics of green and environmental protection. In fact, they express vaguely and involve deception and fake through greenwashing which is considered to be green. When understanding the green bleaching methods, whether consumers’ purchase intention will be affected after green skepticism? This study examines the relationship between green brand trust and purchase intention. Green skepticism (higher/lower) and elaboration mode (central/peripheral) are utilized as moderators to test whether they will interfere the strength of the relationship between green brand trust and purchase intention. This study took a convenient sampling from students in Taipei city. Regression analysis showed that there is a positive and significant relationship between green brand trust and purchase intention, while those with lower green suspicion have a higher strength relationship between affective trust and purchase intention, and whose with central route have a higher strength relationship between cognitive trust and purchase intention. The results indicate that the moderating effects do exist. Academic and practical implications are discussed.