綠色消費行為-以負面資訊為調節因子

Green Consumption Behavior-The Moderating Effects of Negative Messages

康博閔(Po-Min Kang)

指導教授 ： 謝宜樺

淡江大學/商管學院/會計學系碩士班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00994

摘要

隨著消費者對於環保議題的關注及健康意識提高，逐漸開始注重飲食的健康，有機標章提供消費者可靠且正面的信號，但近來食安風波下，許多大廠牌及合格標章有負面資訊不斷的傳出，使得消費者對商品的正面訊息有所疑慮，此情形是否會影響消費者對有機食品的信任及購買意願，因此本研究欲探討(1)消費者對有機食品標章的信任與購買有機食品之意願的關係。(2)在消費者對有機食品標章的信任與購買有機食品之意願關係中，食安的負面資訊是否具有干擾效果。(3)消費者對有機食品標章的信任與購買有機食品之意願的關係中，知覺風險是否具有中介效果。本研究回收有效樣本數330份，研究發現:(1)消費者對有機食品標章的信任與購買有機食品之意願，具有正向關係(2)消費者對有機食品標章的信任與購買有機食品之意願關係中，食安的負面資訊具有干擾效果。(3)消費者對有機食品標章的信任與購買有機食品之意願的關係中，知覺風險具有中介效果。

關鍵字

綠色消費 ； 有機標章 ； 信任 ； 知覺風險 ； 負面資訊

並列摘要

With the consumers concern about the environmental issues and health awareness, they gradually began to focus on the healthy eating and organic label to provide consumers with reliable and positive signals. But many popular brands and qualified label have negative messages is constantly coming out in the crisis of food safety, so that consumers have a doubt of positive message on the merchandise. Whether this situation will affect the consumer trust and purchase intention in organic food, so this study to explore: (1)The relationship between trust of organic food label and the purchase intention of organic food for consumers. (2) whether the negative messages of food safety had a moderating effect in the relationship between trust of organic food label and the purchase intention of organic food for consumers. (3) whether the perceived risk of the consumer had a mediating effect in the relationship between the trust of the organic food label and the purchase intention of organic food for consumers.
In this study, the number of valid samples was 330, and the study found that: (1)The relationship between trust of organic food label and the purchase intention of organic food for consumers is positive. (2) The negative messages of food safety had a moderating effect in the relationship between trust of organic food label and the purchase intention of organic food for consumers.(3) The perceived risk of the consumer has a mediating effect in the relationship between the trust of the organic food label and the purchase intention of organic food for consumers.

並列關鍵字

green consumption ； organic food label ； trust ； perceived risk ； negative messages

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