環保清潔精之購買意願分析

A Study of the Purchasing Intention for Environmental Friendly Cleaning Fine

陳心慈(Hsin-Tzu Chen)

指導教授 ： 王春熙

共同指導教授 ： 何京勝(Jing-Shing Ho)

國立臺中科技大學/管理學群/企業管理系事業經營碩士班/碩士(2011年)

https://doi.org/10.6826/NUTC.2011.00009

摘要

本研究主要目的在探討以消費者之自然環境導向、認知環境知識、新環境典範、綠色購買態度、綠色購買意願，對於綠色購買接受度之影響。本研究探討環保清潔精之購買意願以及綠色購買接受度分析，進一步加入品牌忠誠度為干擾變數，是否會因品牌忠誠度的不同而產生差異。

本研究針對以東部 (台東) 地區、西部 (台中、雲林、埔里) 地區、南部 (台南、高雄) 地區、北部 (基隆、台北) 地區作為抽樣地點，並使用便利抽樣方法，共計1311份之有效問卷，本研究先檢定問卷之信度與效度分析，再以結構方程式與多元迴歸的分析方法，以檢定本研究之假設。

本研究經實證結果發現，結論為： (1)消費者之自然環境導向對於認知環境知識、新環境典範具有正向的顯著影響，其環境的關心程度不同成為主要的影響因素； (2)消費者之認知環境知識、新環境典範會對於綠色購買態度具有正向的影響，其關注的程度不同成為主要的影響因素； (3)消費者之綠色購買態度、綠色購買意願對於綠色購買接受度具有正向的影響； (4)過去的研究綠色購買並未與品牌忠誠度共同探討；本研究實證結果發現消費者之品牌忠誠度對於環保清潔精的綠色購買意願以及綠色購買接受度具有正向的影響，企業在行銷環保產品時，仍應積極投入研究發展與設計，以建立自有品牌形象，期許吸引消費者的注意力與信賴感，以建立綠色之企業競爭優勢。

關鍵字

認知環境知識 ； 新環境典範 ； 綠色購買態度 ； 綠色購買意願 ； 綠色採購接受度

並列摘要

The objective of this study was to explore the influence of consumers’ natural environmental orientation, perceived environmental knowledge, new environmental paradigm, green purchase attitudes and green purchase intention on customer green purchase acceptance. The study dwelt on the relationship between consumers’ purchase intention of Friendly Cleaning Fine and their green purchase acceptance, followed by a brand loyalty factor as the disturbance variable to detect if different tendency of brand loyalty let to distinct conclusions.

The target population of this survey research was selected from Taiwan’s eastern region (Taitung), western region (Taichung, Yunlin, Puli), southern region (Tainan, Kaohsiung), and northern region (Keelung, Taipei) . Meanwhile, convenience sampling was used to conduct this research, and 1311 valid surveys were received. The received surveys were first examined through analyses of reliability and effectiveness, and then tested by the ways of structural equation modeling and multiple regression analysis to complete the statistical hypothesis test.

After the examinations and analyses, the following conclusions could be drawn from the study. Firstly, consumers’ natural environmental orientation posed positive and remarkable influence on their perception of perceived environmental knowledge and new environmental paradigm. The different levels of environmental concern were the main factors of this influence. Secondly, consumers’ perception of perceived environmental knowledge and new environmental paradigm positively influenced their green purchase attitudes. The different levels of environmental concern were the main factors of this influence. Thirdly, consumers’ green purchase attitudes and green purchase intention positively affected their green purchase acceptance. Fourthly, the studies concerned in the past have never included brand loyalty into the issue of green purchase although there might be the disturbance variable to consider as well. The outcome of this study proved that consumers’ brand loyalty had positive influence on green purchase intention and green purchase acceptance when it came to using Friendly Cleaning Fine. While aiming for marketing, enterprises should get into the swing of investing and developing earth-friendly products. Only by this way could they build up their own brand images, win a commitment and attention from customers, and gain competitive advantage through founding green companies.

並列關鍵字

perceived environmental knowledge ； new environmental paradigm ； green purchase attitudes ； green purchase intention ； green purchase acceptance

參考文獻

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