消費者環境知識、環境關注與價格知覺對環保商品購買意願之影響

Effects of Consumers'' Environmental Knowledge, Environmental Concern, Price Perception on Purchase Intention for Green Products

劉彥慶(Yen-Ching Liu)

指導教授 ： 周中理

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

近年來，由於自然環境變遷，消費者環保意識上升，加上企業紛紛投入環保商品的研發與製造，並於行銷活動中找尋較佳之商品決策與訂價決策，以強化消費者的購買意願。本研究主要在探討消費者的環境知識與環境關注對環保商品購買意願之影響，以及消費者價格知覺的干擾效果。本研究問卷發出154份問卷，有效問卷為154份。統計方法包括敘述性統計分析、信度與效度分析、相關分析與階層多元迴歸分析。而本研究之實證結論為消費者的環境知識與環境關注對其在特定的環保商品購買意願上具顯著正向影響。而消費者的價格知覺在環境知識與環保商品購買意願的影響關係上具干擾效果，同時在環境關注與環保商品購買意願的影響關係上亦具干擾效果。

關鍵字

環境關注 ； 價格知覺 ； 購買意願 ； 環境知識

並列摘要

In recent years, consumers have had a growing green awareness due to the change in environment. With more companies developing and manufacturing green products, they are in search for a better product and pricing decision in marketing campaigns to increase consumer purchase intentions. This study focuses on the effects of consumer environmental knowledge and environmental concern on purchase intention in green products as well as the involvement of consumer price perception. A total of 154 questionnaires were distributed and 154 valid questionnaires returned. The study uses descriptive statistics analysis, reliability and validity analysis, correlation analysis, and hierarchical multiple regression analysis. The empirical conclusions of this study include, consumer environmental knowledge and environmental concern have significant positive effect on the specific consumers’ green product purchase intention. Consumer price perception has a moderating effect on the relationship between environmental knowledge and purchase intention, and relationship between nvironmental concern and purchase intention.

並列關鍵字

environmental knowledge ； environmental concern ； price perception ； purchase intention

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