碳標籤產品對於消費者購買意願影響之研究 ─以從眾行為為干擾變數

Effect of Carbon Labeling on Customer Purchase Intentions: Using Herd Behavior as a Moderating Variable

游仲弘(Chung-Hung Yu)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2015年)

摘要

近百年來自然資源過度的開發，環境汙染日趨嚴重，能源耗竭、臭氧層破洞及冰山融化等等問題逐漸被人類所重視；因此世界各國亦開始制定或推出環保標章，台灣也推出碳足跡標籤，希望透過產品資訊的透明化教育消費者選擇優良的產品。故，本研究欲探討消費者對碳標籤的認知程度、環境認知是否影響消費者對於產品的態度進而影響購買意願，並加入從眾行為作為干擾變數。
研究發現，(1)受訪者對碳足跡標籤的認知程度與環境認知對產品態度有正向顯著影響；(2)環境認知會對購買意願有正向顯著影響；(3)碳足跡標籤認知會對購買意願產生正向顯著影響。(4)受訪者的產品態度會對購買意願有正向顯著影響；(5)從眾行為對產品態度與購買意願之間會產生干擾效果。

關鍵字

碳足跡標籤 ； 購買意願 ； 從眾行為 ； 新環境典範

並列摘要

Global warming has been continuously discussed in recent years, and governments have started to formulate numerous policies to solve problems such as climate change and environmental protection. Countries worldwide have also promoted carbon footprint labels in the hope of reducing carbon emissions through product-oriented policies and by encouraging the public to select ecofriendly products and support sustainable development. Accordingly, this study was aimed at investigating whether the public’s basic awareness of carbon footprint labels and their attitudes toward the environment exert any influence on their purchasing behaviors and attitudes, as well as determining the effects of consumers’ altruistic and egoistic motives on their intention to purchase ecofriendly products.
The survey was conducted throughout the Taiwan island, with 400 sample and 377 are valid. The results indicated that consumers’ altruistic and egoistic motives influenced their intention to purchase ecofriendly products. Consumers’ understanding of carbon footprint labels and their new-environmental-paradigm scores significantly influenced their purchasing behaviors and attitudes; moreover, consumers’ purchasing behaviors and attitudes were highly correlated with their purchase intention.

並列關鍵字

Egoistic ； Altruistic ； NEP ； Carbon Footprint labels

參考文獻

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