探討產品過度包裝對綠色購買意願之影響:以綠色品牌態度和綠色品牌知名度為中介變數

The Influence of Excessive Product Packaging on Green Purchase Intention: the Mediation Effects of Green Brand Attitude and Green Brand Awareness

廖唯涵(WEI-HAN LIAO)

指導教授 ： 陳宥杉

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

產品的過度包裝議題，一直是消費市場裡常常討論到的一部份；隨著全球暖化
、生態變遷等問題嚴重，過度包裝的議題也越來越需要被重視。現今的消費者環境保護意識逐漸增加，在選購商品，尤其是綠色產品時，有著奢華的產品包裝對他們來說，能增加購買意願嗎？本研究欲探討這樣的問題，探討了產品過度包裝對綠色購買意願
的影響，並且以綠色品牌態度和綠色品牌知名度為中介變數。主要研究目的為：（一）探討產品過度包裝對於綠色品牌態度之影響；（二）探討產品過度包裝對於綠色購買意願之影響；（三）探討產品過度包裝對於綠色品牌知名度之影響；（四）探討綠色品牌態度對於綠色購買意願之影響；（五）探討綠色品牌知名度對於綠色購買意願之影響。本研究問卷採用隨機方放的方式，並且使用結構方程模式進行分析。
　　本研究結果發現，（一）產品過度包裝對於綠色品牌態度有負面影響；（二）產品過度包裝會負向影響綠色購買意願；（三）產品過度包裝會對於綠色品牌知名度有著負面的影響效果；（四）綠色品牌態度對於綠色購買意願會有正向的影響；（五）綠色品牌知名度對於綠色購買意願會有正向的影響；而綠色品牌態度和綠色品牌知名度兩者均有部分的中介效果。

關鍵字

綠色品牌知名度 ； 綠色品牌態度 ； 產品過度包裝 ； 綠色購買意願

並列摘要

The issue of excessive product packaging has been discussed frequently in the consumer market; with global warming and ecological changes become serious problems, excessive packaging issues need more attention. Today's consumers have much more environmental awareness than before. When they purchase something, particularly green product, product that has luxury packaging can still increase their purchase intention? This study explores how excessive product packaging influence green purchase intention. Also, we examine the mediating role of green brand attitude and green brand awareness. We adopt structural equation modeling (SEM) to test the research framework.
The results show that excessive product packaging negatively and significantly relates to green brand attitude, excessive product packaging negatively and significantly relates to green purchase intention, excessive product packaging negatively and significantly relates to green brand awareness, green brand attitude positively and significantly relates to green purchase intention, green brand awareness positively and significantly relates to green purchase intention. Furthermore, this study indicates that the relationship between excessive product packaging and green purchase intention is partially mediated by green brand attitude and green brand awareness .

並列關鍵字

Green brand attitude ； Green purchase intention ； Excessive product packaging ； Green brand awareness

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