綠色產品的核心特性、產品類別、消費者認同對消費者知覺環保價值與購買意願之影響

The Role of Centrality of Green Attributes, Product Category and Identity Relevance in the Evaluation of Product Greenness.

呂毓欣(YU-XIN LU)

指導教授 ： 丁姵如

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

消費者對於環保購物意識逐年提升，市面上充斥著各式各樣的的環保產品，然而，並非所有宣稱自己是環保的產品能讓消費者買單。Gershoff & Frels (2015)將環保特性區分為核心與非核心兩類，探究了產品本身的環保特性如何影響消費者判斷產品環保與否。在他的研究中提及，當環保特性越接近產品的核心，消費者會認為該產品越環保，也就是說，核心的環保特性會比非核心的環保特性更能帶給消費者對於產品的環保感受。本篇研究延續該脈絡，延伸出產品類別、產品的認同感如何影響消費者判斷一個產品的環保與否的過程，最後探討當消費者認知到越多的環保是否會影響其購買行為。本篇總共實施了四個實驗，實驗一探討環保特性的核心與否（核心、非核心）與消費者認知到的環保多寡之間的關係。實驗二是2（核心、非核心）x 2（認同感高、認同感低）的實驗設計，探討消費者對產品認同的高低是否會影響消費者該產品環保與否。實驗三是2（核心、非核心）x 2（認同感高、認同感低）x 2（實用性產品、享樂性產品），探究產品類別對消費者判斷產品環保與否的影響。實驗四將消費者認知到的環保作為中介變數，探討消費者對於綠色產品的購買意願。

關鍵字

綠色產品評估 ； 核心 ； 特性 ； 產品類別 ； 產品認同感 ； 購買意願

並列摘要

Despite consumer’s increasing preference towards products less harmful to the environment, not every product with green attribute successfully convinces consumers that it is really environmental friendly. Gershoff & Frels (2015) investigates the effect of an object’s green attributes, centrally versus peripherally, on the evaluation of the entire product. They conclude that people would be aware of the former greener than the latter. This study examines further of such effect and explores factors including attribute centrality, product identity relevance, and utilitarian and hedonic category with four experiments on how a green attribute of product affects a consumer purchase intension. In study 1, we test the relationship between green attribute (central versus peripheral) and perceived greenness of the overall product. In study 2, we propose that the perception of greenness would be diverge in either high or low identity-relevance of product. In study 3, we provide further evidence of the role of centrality of green attribute (central versus peripheral green attributes) by manipulating two categories of a product (utilitarian versus hedonic products) influence degree of how consumers evaluate degree of overall product greenness. In study 4, we supposed that consumers are more willing to buy green product after being conscious of product greenness.

並列關鍵字

green product evaluation ； product attribute ； centrality ； category ； identity-relevance ； purchase intention

參考文獻

Barone, M. J., Miniard, P. W., & Romeo, J. B. (2000). The influence of positive mood on brand extension evaluations. Journal of consumer Research, 26(4), 386-400.

Belk, R. W., Bahn, K. D., & Mayer, R. N. (1982). Developmental recognition of consumption symbolism. Journal of consumer Research, 4-17.

Berger, J., & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of consumer Research, 34(2), 121-134.

Bhattacharjee, A., Berger, J., & Menon, G. (2014). When identity marketing backfires: consumer agency in identity expression. Journal of consumer Research, 41(2), 294-309.

Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30(1), 7.