以消費者企業認同感探討綠色企業產品購買意圖與忠誠度

李蕙如(Hui-ju Li)

指導教授 ： 洪秀婉 ； 陳春希

國立中央大學/管理學院/企業管理學系/碩士(2014年)

摘要

在全球綠色經濟的浪潮下，兼顧經濟成長與環境保護的綠色企業成為新興產業。本研究主要目的是透過個人層次消費者企業認同感以及群體層次環境意識消費者行為理論探討消費者對於綠色企業產品的購買意圖與忠誠度，並考量綠色企業產品類別，進一步將購買意圖分為一般產品與綠色產品購買意圖與忠誠度的作用關係了解消費者企業認同感的影響範圍，依此提供綠色企業培養消費者認同感，最終達到強化企業與顧客間的關係，提升企業在消費者心中的地位，並做為未來行銷策略的方針。
　　本研究以網路問卷進行調查，係以綠色企業消費者作為調查對象，共回收368份問卷，有效問卷為358份，並以階層線性模式進行資料分析及驗證。研究結果顯示，本測量模型具有良好的信效度及聚合指標，研究結果發現影響消費者購買綠色企業產品的因素：(1) 個人層次中，識別聲望、識別相似性、識別獨特性、識別彰顯、識別吸引力及消費者企業認同感對於綠色企業一般產品及綠色產品購買意圖具有間接及直接的顯著正向關係。(2) 群體層次中，環境資訊及環境關懷對於綠色企業產品購買意圖具有間接及直接的顯著正向關係。(3) 在行為層次中，綠色企業一般產品與綠色產品購買意圖對於忠誠度有顯著正向的影響關係。

關鍵字

綠色企業 ； 消費者企業認同感 ； 環境資訊 ； 環境關懷 ； 購買意圖 ； 忠誠度

並列摘要

The green economy is defined as a sustainable economy and society with zero carbon emissions and a one-planet footprint where all energy is derived from renewable resources which are naturally replenished, so that green business make the environment protection and industry development to be balance. This study conducted a questionnaire survey for the consumer groups who have ever bought green business product in Taiwan. According to the point of Consumer-Company Identification and Environmentally Conscious Consumer Behavior Theory to analyze the impact of factors which influence purchase intention and loyalty. Therefore, provide recommendations of green business promotion to industries.
This study collects 368 samples in total by using internet questionnaire method. Analysis upon 358 usable responses using hierarchical linear model reveal that the measurement model has good reliability and validity as well as aggregating. The empirical results showed that (1) for personal level, identity prestige, identity similarity, identity distinctiveness, identity salience, identity attractiveness and consumer-company identification have indirect and direct significant positive impact to green business product purchase intention. (2) for group level, environmental information and environmental concern have indirect and direct significant positive impact to green business product purchase intention. (3) for behavior level, both of green business product purchase intention have significant positive impact to loyalty .

並列關鍵字

Green Business ； Consumer-Company Identification ； Environmental Information ； Environmental Concern ； Purchase Intention ； Loyalty

參考文獻

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