- 學位論文
綠色包裝對保養品購買意願影響之研究
The Green Package’s Influence to the Intention to Purchase the Skincare Product
摘要
伴隨著國人生活水準提升，不僅帶動整體產業的變革、通路的拓展，更揭示了新時代的來臨。當今社會正掀起一股綠色永續風潮，消費者對於環保意識逐漸的提升，造就消費者開始重視起商品包裝是否具有綠色設計的元素，以減少對於環境資源的迫害。然而，在受到大環境的衝擊之下，過去過度包裝的保養品逐漸被消費者所揚棄，在這波趨勢驅使之下有了新的轉變。但先前研究未針對消費者於保養品綠色消費認知、綠色包裝設計，是否會對最終的購買意願產生影響進行探究。故本研究旨在探討消費者對於綠色包裝應用於保養品包裝上對購買動機之關係，採用問卷調查法進行資料蒐集，共回收322份有效問卷，有效回收率為96.41%。而研究係採用SPSS 23.0進行統計之分析與檢定，研究結果發現：保養品綠色消費認知、綠色包裝設計與購買意願間具有顯著正向之影響關係。此外，消費者對於包裝的需求除應具備綠色設計元素外，更加注重包裝設計的功能性，但較不重視包裝的獨特性。據此，本研究提供保養品企業在綠色包裝設計上，有關消費者對於綠色保養品設計之需求與建議。
並列摘要
The rise of living standards for the general public motivates the revolution to the entire industry and development to the logistics. It reveals the arrival of a new era. Nowadays, the permanent green trend populates society. The consumer’s consciousness of environmental protection has also moved up, which drives the consumer to be aware of whether the package of the product bears the element of green design and to be able to reduce the possible damage made to the environment. Nevertheless, with the shack coming from the environment surround, the consumer gradually abandon the skincare product in overpackaged, the brand new changes appear was driven by the wave of tendency. But there is no available research/study done on the consumer’s recognition of green consumption and design of green package for particularly influence the final willingness to purchase skincare products. The purpose of the study is to explore the relationship between consumer’s motivation to purchase green package applied to the package of skincare products, the information collected is done by questionnaire survey, 322 valid copies with an effective recovery ratio of a questionnaire up to 96.41%. The statistical analysis is conducted by using SPSS 23.0, the result of the study reveals: A significant positive influence is going on among the green consumption recognition of the skincare product, the design of the green package, and willingness to purchase. Besides, the consumer cares about the element of green design that must be available, but they even care more about the function of the package, but with less intention to the unique of package. The research provides the skincare company the design of the green package, the consumer‘s demand, and suggestions on the design of green skincare product.