探討綠色產品過度包裝對綠色信任之影響： 以綠色品牌情感與綠色品牌聯想為中介變數

The Influence of Excessive Packaging of Green Product on Green Trust: The Mediation Effect of Green Brand Affect and Green Brand Associations

劉順娟(SHUN-CHUAN LIU)

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

近年來，由於許多環境問題例如地球汙染，自然資源缺乏，以及全球氣候暖化的出現，使得環保議題越來越重要。垃圾汙染是其中一種地球汙染，其中一項成因即是產品的過度包裝。
本研究探討綠色產品過度包裝對綠色信任之影響，以綠色品牌情感與綠色品牌聯想為中介變數。本研究以隨機發放問卷的方式，以曾經購買過綠色產品的消費者為受測對象，以隨機發放問卷的方式發放700份問卷，共回收有效問卷238份，回收率為34%，並利用結構方程模式(SEM)進行驗證性因素分析及路徑分析檢測研究假說。本研究結果顯示：(1)綠色產品過度包裝對綠色品牌情感有顯著的負向影響。(2)綠色產品過度包裝對綠色信任達部分顯著的負向影響。(3)綠色產品過度包裝對綠色品牌聯想沒有顯著的影響。(4)綠色品牌情感對綠色信任有顯著的正向影響。(5)綠色品牌聯想對綠色信任有顯著的正向影響。根據上述研究結果，本研究發現綠色品牌情感在綠色產品過度裝對綠色信任的影響中，具有部分中介效果；綠色品牌聯想在綠色產品過度裝對綠色信任的影響中，不具有中介效果。

關鍵字

綠色品牌聯想 ； 綠色品牌情感 ； 過度包裝 ； 綠色產品 ； 綠色信任

並列摘要

Due to the arise of environmental problems like earth pollution, lack of natural resources, global warming, etc., environmental issues become more and more important in recent years. One of the kinds of earth pollution is garbage pollution, which includes excessive packaging of product.
This study investigates the influence of excessive packaging of green product on green trust and discusses mediation effects of green brand affection and green brand associations. Our study undertakes an empirical study by means of random questionnaire survey, focuses on the consumers who have purchased green products. A total of two hundred and thirty-eight questionnaires are valid. We adopt structural equation modeling (SEM) to test the research framework. The results of this study indicate that: (1) Excessive packaging of green product has a significant negative impact on green brand affection. (2) Excessive packaging of green product has a partially significant negative impact on green trust. (3) Excessive packaging of green product has no impact on green brand associations. (4) Green brand affection has a significant impact on green trust. (5) Green brand associations have a significant impact on green trust. Based on the above results, our study finds that green brand affection partially mediates the relationship between excessive packaging of green product and green trust, while green brand associations has no mediation effect on it.

並列關鍵字

Green brand associations ； Green brand affect ； Excessive packaging ； Green product ； Green trust

參考文獻

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