縱使人們已注意到環境生態的破壞,但消費者對環保產品的實際購買行為卻仍有限。回顧過去對環保產品的相關研究發現,學者多以產品渉入與產品知識來衡量消費者對環保產品的購買狀況,但在現實生活中,環境渉入與環保產品知識對消費者的實際購買行為影響的研究不多見。 過去文獻發現,環境渉入能有效降低消費者對產品的價格知覺;而高購買決策涉入又會促使消費者傾向偏好某種產品特性進而降低對價格的敏感度。因此,本研究以Zaichkowsky(1986)的涉入概念圖為基礎,除了環境渉入外,並納入個人產品涉入,以環保清潔用品為研究對象,探討影響環保產品購買意願的因素。 本研究結果如下: 個人的產品知識會影響購買環保產品的購買意願與口碑宣傳、行銷推廣、產品涉入與環境渉入亦會影響個人對環保產品的購買行為與口碑宣傳。
Although it has been noted that environmental and ecological damage, but the consumer purchasing behavior of green products is still limited. Recalling the past, green products related study found that the scholars assess into the situation on the consumer purchase of environmentally friendly products by products involved and product knowledge, but in real life, the research of products involved and product knowledge on purchase behavior influence via environmentally friendly product are rare Product knowledge may affect the individual purchase of environmentally friendly products, purchase intentions and public praise, marketing, promotion, product involvement and environmental involved will also affect the individual into the purchase of green products and public praise.
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