綠建材購買行為影響因素之研究

The Study of the Factors for Consumer Behaviors on Green Building Material

方俊閔(chen-min fang)

指導教授 ： 羅淑芳

台南應用科技大學/管理學院/商學與管理研究所/碩士(2011年)

摘要

節能減碳，愛護地球，已經成為地球村的世界公民都應該有的基本道德觀，但是觀念歸觀念，是否落實在生活上就未必可知，但綠色消費行為不僅是道德問題，還牽涉到個人自身的安危，如台灣居家環境中的揮發性有機物 (volatile organic compounds s, VOCs)，低污染、零毒害的綠建材可以使生活環境更健康，除此之外，綠建材的防火耐震特性也是在災害來臨時，維護安全的利器，但是奇怪的是台灣的綠建材石膏板，卻沒獲得台灣多數消費者的青睞，是因為台灣消費者的環保意識不足？抑或是缺乏力行綠色消費生活？還是對綠建材的產品知識不足，而造成消費者缺乏購買意願？所以本研究採用立意抽樣法，針對18歲以上已畢業的社會人士，可能有購屋及房屋裝修的需求進行調查，探討消費者環保意識與綠色消費行為對知覺價格與購買意願的影響，並驗證綠建材產品知識的干擾效果，本研究利用專家焦點訪談及文獻研討發展市場調查量表，再進行大規模消費者行為調查，驗證綠建材消費行為的研究假設。結果顯示：具有環保意識概念及綠色消費行為的消費者對綠建材會有顯著較高的知覺價值及購買意願，而一般知識對具有環保意識及綠色消費行為的消費者綠建材的購買意願有顯著干擾影響，專業知識高對具有環保意識及綠色消費行為的消費者綠建材的知覺價值有顯著干擾影響，對綠建材一般及專業知識高的消費者都有顯著高於知識低的消費者的知覺價值及購買意願，綠建材雖然屬於中間產品，但是因社會上具有環保意識概念及綠色消費行為的消費者增多，顯示社會行銷時代來臨，綠建材廠商若能進行「拉式」策略，直接對具有環保意識概念及綠色消費行為的消費者進行產品推廣促銷，對綠建材銷售量應會有莫大助益。
研究結果的效益，了解建材產品知識是否會干擾消費者的知覺價值及購買意願，綠色行銷策略對消費者是否有效，消費者的深度產品知識是否會強化提高購買意願，就廠商而言，可以知道消費者是否成熟到可進行社會行銷推廣策略？對政府而言，要制定有效的鼓勵措施，也必須了解消費者不使用的原因，進而改進現有法令規章，就學術研究而言，社會行銷下的消費者行為的研究不多，缺乏有力理論架構佐證現實狀況，本研究能增進對綠色消費行為的知識，就參與研究者而言，可了解台灣綠能產業及產品發展現況，了解消費者環保意識、綠色消費行為及深淺產品知識對購買行為的影響。

關鍵字

環保意識 ； 綠色消費 ； 綠建材 ； 產品知識 ； 購買行為

並列摘要

To fulfill energy efficiency, carbon reduction and the responsibility of care for the Earth is the basic moral ideas of global citizen. Though the conception and behaviors are sometimes inconsistent, the behaviors of green consumers are not only the moral concerns but also are the concerns of living safety, ex. volatile organic compounds in the environment. The green building material of lower pollutions and zero poison can make living environment healthier. Moreover, the green building material which can prevent fire and earthquake can provide more security. But gypsum boards which are the green building materials are not popular in Taiwan. Are consumers’ senses of environment protection insufficient? Do the consumers put behaviours of green consume into practice? Is the knowledge of green building material not enough to have buying intentions? We should discuss the effect of consumer senses of environment protection and behaviours of green consume to consumers’ perceived value and buying intentions, and the moderating effect of product knowledge of green building materials. We use experts’ focal interviews and paper reviews to develop questionnaires. The questionnaires will be used to survey market and prove the hypotheses. The results indicate that: consumers with eco-awareness and behaviors of green consume to green building material have higher consciousness of green material value and purchase intention. Common sense for a consumer with eco-awareness and behaviors of green consume will affect their purchase intention on green building material. High professional knowledge for a consumer with eco-awareness and behaviors of green consume will highly affect their purchase intention on green building material. Consumers with general or professional knowledge on green material with have higher consciousness of green material value and purchase intention than others. Green building material catalogued to middle class product. Consumers with eco-awareness and behaviors of green consume in society is increasing; it also shows that social marketing era comes. There will be a great benefit of Green building material companies, if they can use『Pull』strategy directly to those who with the concept of environmental awareness and green consumer behavior to promote product.
The benefit for this study is not only for us to recognize if material product knowledge affect their consciousness of green material value and purchase intention but also to see if green marketing strategy works to customers. Would profundity product knowledge raise customers’ purchase intention? For companies, they can know if those customers are mature enough to push social marketing strategy. For our government, they have to find out the reason why they are not acceptable before they improve the laws are set now. For academic reason, few study for social marketing , lack of strong theory structure to proof the situation now. This study will enhance our knowledge for the behaviors of green consume. For researchers, they can know general situation for Taiwan Green Energy Industrial and product develop now、consumers with eco-awareness、green consume behaviors、how knowledge for product effect purchase behavior.

並列關鍵字

consumer senses of environment protection ； behaviours of green consume ； product knowledge ； green building materials ； buying behavior

參考文獻

1.于寧、賴明伸(2000)，綠色消費運動之起源、現況及未來，環境工程會刊。6~7。

2.王文妤(2003)，來源國效應、國族主義與產品知識差異對購買意願的影響之比較研究-以兩岸大學生評價行動電話為例。碩士論文，朝陽科技大學企業管理系。

3.王心怡(2003)，整合消費者觀點之綠色產品包裝設計評量模式。碩士論文，銘傳大學設計管理研究。

4.王俊欽(2007)，產品知識、行銷通路對消費者態度及消費者購買意圖之影響-以台灣生技保健食品為例。碩士論文，國立成功大學企業管理研究所。

5.比爾蓋茲Bill Gates (1999)，數位神經網路。樂為良譯。台北：商業周刊。