探討環保態度對綠色消費決策之影響-以節能燈泡為例

A Study on Green Consumption Behavior for Environmental Protection Manner - A Case Study of Energy Saver Bulb

黃雅琪(Ya-Chi Huang)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士班/碩士(2011年)

摘要

隨著科技的進步及經濟的繁榮，人類不斷地開發地球資源，而地球的生態環境遭受到極大的衝擊，要如何在經濟發展與環境保育的矛盾下取得平衡，為一重要課題。由於市場上的綠色產品相對於一般產品的價格都偏高，在購買決策時，環保態度對消費者心理存在著什麼樣的影響，以及如何讓消費者在購買產品時選擇較高價格的綠色產品，為本研究之動機。本研究以國內B&Q量販店之消費者為觀察對象，以知覺價格、知覺品質、知覺犧牲、知覺價值、購買意願、環保態度等構念去建構結構方程模式，以AMOS19.0軟體進行分析驗證，確認模型與樣本無差異，才進行分析和判讀。
本研究回收樣本共323份，分析結果確認模型與樣本無差異後，認為後續解讀具有解釋力。本研究發現，知覺價格對應知覺品質有影響、知覺價格對應知覺犧牲有影響、知覺品質對應知覺價值有影響、知覺犧牲對應知覺價值有影響、環保態度對應知覺價值有影響、環保態度對應知覺品質有影響、環保態度對應知覺犧牲有影響、知覺價值對應購買意願有影響；而月收入對於知覺價值與購買意願之間具有干擾效果，表示消費者的月收入高低會影響其對於綠色產品的知覺價值，進而影響消費者的購買意願

關鍵字

知覺價值 ； 知覺品質 ； 知覺犧牲 ； 環保態度

並列摘要

Along with technical progress and economical prosperous, but the Earth's ecological environment is exposed the enormous impact. How can obtains balanced in the economic development and under the environment care contradiction, is an important topic. Because in the market green product is opposite in the common product price is higher. When people purchased the decision-making, What type does the environmental protection manner have to the consumer psychology the influence, It’s the motive for this research. This research by domestic B&Q quantity sells consumer of the shop for the object of observation. And use constructions and so on perceived price, perceived quality, perceived sacrifice, perceived value, purchase wish, environmental protection manner construct the structural equation pattern. And use on perceived price, perceived quality, perceived sacrifice, perceived value, purchase wish, environmental protection manner construct the structural equation pattern, A structural equation model (SEM) software is employed to test the hypotheses deduced from literature review.
This research recycling sample altogether 323, the analysis result confirmed after the model and the sample do not have the difference, thought that the following explanation has the explanation strength. This research discovery, the environmental protection manner correspondence perceived value, perceived quality and perceived sacrifice all have the influence, And the month income has the disturbance effect regarding between perceived value and the purchase wish. Expressed that consumer's month income, will affect the consumer regarding the green product perceived value, then affects consumer's purchase wish.

並列關鍵字

perceived value ； perceived quality ； perceived sacrifice ； environmental protection manner

參考文獻

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