影響綠色購買意願之關鍵因素-以越南有機食品消費為例

全球暖化問題日益嚴重，消費者對於可持續性消費產品相關之綠色購買意願提高，其中食品是造成最大環境影響之一，而增加有機食品的消費量通常被視為建立更可持續的食品供應系統的方法之一。為了解釋消費者的綠色購買行為，過去的研究集中在描述對環保產品的基本價值、態度和行為意圖。大多數的研究是採用了理性行動理論（TRA）和計劃行為理論（TPB），少數研究採用價值觀-信念-態度-行為模型。其他研究人員嘗試在理論中增加研究因素以提高其預測能力，過去的研究未針對各種因素及其對綠色購買的影響進行全面調查。因此本研究將站在綠色購買角度進行更全面的影響消費者關鍵因素做調查。越南是增長快速的經濟體，有機食品市場的規模快速增長，其優勢在於擁有廣大年輕族群，而有機食品的主要消費人口正是對環境友善議題最為重視的千禧世代。由於經濟發展所帶來的環境污染代價使近年越南消費者對於有機食品消費意願提升，越南政府也開始推動綠色生活方式和促進可持續消費，並針對有機農產品等制定管理辦法，然而廠商對於影響年輕消費群綠色購買意願的關鍵因素的未能充分掌握，更遑論對市場的經營管理。本研究因此針對越南年輕消費群進行問卷調查，並使用決策實驗室法進行關鍵因素間之因果分析，以提出經營越南有機食品市場的相關策略。本研究透過德爾菲法訪談對越南消費者市場深度了解之專家群，以建立評估影響綠色構買之研究架構，並採用決策實驗室法及重要度/績效值分析，進行關鍵因素與經營績效分析。研究結果顯示，越南消費者認為影響其綠色構買意願之關鍵準則包含「安全價值」、「健康價值」、「食品安全風險」、「產品品質」、「食品可追溯性」、「品牌形象」及「品牌信任」。另外因果圖顯示欲改善所有關鍵準則的績效表現，可考慮以「安全價值」為基礎發展相關策略。

關鍵字

綠色購買、有機食品、越南市場、購買意願、決策實驗室法

並列摘要

Probably the most worrying threat to our planet at present is global warming, which is becoming more and more serious. This is the reason why nowadays people are more and more willing to purchase green products so as to cause green product consumption increasing frequently. Among all, food is one of the biggest factors impacting on the environment. The increase of organic food consumption seems to be one of the methods of establishing sustainable food systematic supply. In order to analyze consumers' green purchasing behavior, prior research investigated on describing the basic values, attitudes, and behavioral intentions of environment-friendly products. Most studies based on the Theory of Reasoned Action （TRA） and Theory of Planned Behavior （TPB）, while a few studies concern the value-belief-attitude-behavior model. Other researchers enhance the explanation power by adding more factors to the theory. Seemly, a few studies still not conduct a comprehensive survey of diversified factors impact on green purchases. Therefore, the purpose of this study is to ascertain a comprehensive survey of various factors affecting green purchase consumer's behavior. Vietnam as one of the emerging markets has a fast-growing economy in Asia. The scale of the organic food market is growing rapidly as well. Moreover, this country has the advantage of a huge young population. The main organic food consumers are the millennial generation who pays the most attention to environment-friendly issues. It is clear to know that environmental pollution is caused by economic development. Thus, Vietnamese consumers have increased their willingness to buy organic food in recent years to protect the environment. The Vietnamese government has also begun to promote green lifestyles. Promoting green purchase is one of the most important policies to remain a sustainable environment-friendly consumption. Moreover, the country has formulated management measures for organic agricultural products. The key factors of the consumer group's green purchase intentions have not been fully grasped, which makes it hard to deal with the management of the market. Therefore, this study conducts a questionnaire survey on the young Vietnamese consumers and uses decision making trial and evaluation laboratory method （DEMATEL）to conduct causal analysis between key factors to propose relevant strategies for operating the Vietnamese organic food market. This study bases on the Delphi method, through an interview with an expert group in-depth knowledge of the Vietnamese consumer market to establish a research framework for evaluating the factors that impact green purchasing. Furthermore, applying the DEMATEL method and Importance/performance Analysis to measure key factors and business performance evaluation. The results of this study indicate that Vietnamese consumers believe the key criteria that affect their willingness to buy green products include "safety value", "health value", "food safety risk", "product quality", "food traceability", "brand image" and "brand trust". Besides, the cause and effect diagram shows that improving the performance of all key criteria can be relevantly related to improving the "safety value".