消費者對綠色產品之購買決策影響因素探討

An Investigation on the Influential Factors of Consumer Purchasing Decision for Green Products

張瀞云

指導教授 ： 王明揚

國立清華大學/工學院/工業工程與工程管理學系/碩士(2013年)

摘要

二氧化碳排放量與年均溫兩項指標，顯示全球暖化的現象漸趨嚴重，台灣亦是如此。為了延緩環境的惡化，環保署積極推動環保標章申請制度，以促進廠商製造綠色產品與鼓勵民眾進行綠色消費，達成永續經營的任務。本研究主要目的為探討消費者選購綠色產品時，其背後影響買/不買綠色產品的因素，並調查消費者對綠色產品的了解概況與購買節能家電補助政策之看法。
本研究運用模擬購物情境的概念架設情境系統，並搭配半結構式訪談，分析消費者在情境系統購買綠色產品的影響因素，接著透過訪談與結構式問卷，調查消費者對綠色產品的了解狀況、現實生活購買綠色產品經驗之影響因素、消費者主觀排序吸引買綠色產品的因素，以及對節能補助政策的看法與相關建議。
研究結果顯示，促使買綠色產品的原因有產品價格可接受、省水電油費、政府獎勵金與折扣優惠，故推論金錢為首要購買綠色產品的考量，次要主因是考量對人體與環境生態有正面影響而買之；促使不買的首要因素是綠色產品價格較貴，其他次因有：不清楚此產品有綠色產品存在、感受不出綠色產品對環境的益處、品牌口碑以及消費者本身的特性。在補助政策方面，有八成表示支持政策，其主因是受補助金的吸引，有一成是中立態度，另一成為不支持，其主因是懷疑補助金的來源；在相關建議方面，政商應互相配合，如補助生產製造與技術指導，有助於增加綠色產品市場的供量，進而藉由市場供需機制，逐漸提升綠色產品的市佔率，或由政府配合廠商導入綠色產品，有助於推廣綠色市場與宣導綠色產品知識，以達到雙贏的效果。
本文雖屬消費者行為之研究，但研究基礎乃運用人因工程之概念。透過了解消費者選購綠色產品過程所考慮的影響因素，可供政府擬定政策和企業市場行銷之參考。唯有消除不買因素與維持強化會買的影響因素，才能提高消費者購買綠色產品的可能性。

關鍵字

綠色產品 ； 消費者 ； 購買影響因素

並列摘要

From two indicators of Carbon dioxide emissions and the annual average temperature, it seems that global warming becomes much worse than before, even in Taiwan. In order to slow down the speed of environmental deterioration, the government promotes eco-labeling application system to producing green goods in manufacturing and encouraging the green consumption in public. The purpose of this study is to identify the factors that could affect consumers purchasing or non-purchasing green products. Moreover, it surveys consumers’ knowledge of green products and collects opinions of subsidy policy for buying energy-saving household.
The primary methods of this study include the scenario shopping system, semi-structured interview and questionnaire survey. To analyze what kind of factors which affect in consumer purchasing decision for green products by using scenario shopping system. Furthermore, interview is developed in order to obtain participants’ real-life experience in purchasing green products and their opinions of subsidy policy. The questionnaire is developed for surveying consumers’ concept of green product and find out the priority of influential factors for attracting consumers.
The result shows that the acceptable price, reducing utility fee, government subsidy, and discount could attract consumer in purchasing green products. Therefore, the inferences of the top two influential factors are cost and benefits. Using green products will have some advantages to human health and environment is the secondary purchasing factor. High price is the primary cause of non-purchasing green goods. Other concerned non-purchasing factors including not familiar with existing choice of green product, unawareness of benefit from green product, brand, word of mouth and consumers’ characteristic. There are 80% supporters of energy-saving household policy because of providing the subsidy. The 10% is neutral and the other 10% blackball doubt the source of subsidy. In conclusion, the government and companies should cooperate. The government could provide subsidy or technological cooperation, so that would increase the supply of green products and phase out ordinary products. In addition, introduced green products under the collaboration between the government and producer could broaden green marketing and popularize the green knowledge.
Although this research belongs to consumer behavior, it’s based on the concept of human factors. According to the result, understanding the influential factors of purchasing green product could be applied to formulate policy-making and plan products marketing. There is one way to increasing the possibility of consumers purchase green products which is by eliminating uninfluential factors and making influential purchasing-factors stronger.

並列關鍵字

green product ； consumer ； purchasing influential factors

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