探討消費者對於綠色產品之看法

Investigation of Consumers’ Conception on Green Products

張雅媚(Ya-Mei Chang)

指導教授 ： 李延熹 ； 陳悅琴

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2014年)

摘要

隨著環保意識的重視，越來越多的消費者發現，他們的購買行為可能會對環境產生影響。因此，本研究的目的是探討消費者的環境敏感度、環保意識、環保態度、綠色採購及政府政策是否會影響消費者的綠色購物行為。問卷設計分為六部分，以衡量消費者對綠色產品的概念。問卷共發放319份，有效問卷301份。使用描述性統計、因素分析、T-test、ANOVA、回歸分析進行問卷分析。數據分析後，結果顯示，消費者的綠色購物行為與其環境敏感度、環保意識，環保態度、綠色採購及政府政策之間有顯著的影響關係。其結果在綠色行銷領域上提供了一些新的見解及對於往後研究提供了基礎的方向。

關鍵字

購買態度 ； 環保意識 ； 環境敏感度

並列摘要

With the rise of environmental conscious, more and more consumers notice that their purchase behavior could have an impact on our environment; thus, owing to this trend, the purpose of this study was to investigate the relationships among ecological sensitivity, environmental concern, consumers’ green attitude, consumers’ green purchasing and government policy. Participants were 301 individuals in central Taiwan. Questionnaire was composed of six parts to measure consumers’ conceptions towards green products. After data analyzing, the results showed that there were significant and positive relationship among ecological sensitivity, environmental concern, green attitude, green purchasing and government policy. Thus, the finding provided some new insight to the field of green marketing.

並列關鍵字

environmental concern ； ecological sensitivity ； purchase attitude

參考文獻

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