綠色品牌知識、顧客價值及行為意向關係之研究-以橘子工坊為例

A Study on relationship among the Green Brand Knowledge,Customer Delivered Value and Behavior Intention -An Example of The Orange House

白萬居(Wan-Chu Pai)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

面對環保意識的逐步提昇，人類已經開始了解自身活動對地球的衝擊，根據調查：台灣地區家庭廢水污染量佔水污染量主要來源之40.1%，已經超越工業廢水。舉凡蔬菜清潔劑、沙拉脫、衛浴清潔劑，甚至牙膏、洗髮精、柔軟劑等等，無一不是我們日常生活中常用到的合成清潔劑。而橘子工坊在全系列產品配方中，絕對不添加任何有害健康的物質，包括：螢光劑、石化介面活性劑、人工香精與色素等；努力創造無毒的健康環境。
本研究即在探究消費者在橘子工坊的行為意向、顧客價值、綠色品牌知名度、綠色品牌形象的關係，以作為業者行銷策略的參考。採文獻探討及問巻調查方式進行研究，運用敘述性統計分析、單因子變異數分析、迴歸分析來驗證各構面間相互影響關係，並檢定所探討的研究假設。
本研究顯示將綠色品牌知名度、綠色品牌形象、顧客價值對消費者的行為意向之影響，分析後證實綠色品牌知名度、綠色品牌形象、顧客價值對消費者的行為意向均有正向影響。
本研究建議1.消費者對橘子工坊的綠色品牌較熟悉且知名度愈高，愈能讓消費者快速回憶與辨識橘子工坊品牌，並提高消費者的行為意向。2. 消費者在選擇橘子工坊商店時，若橘子工坊之綠色品牌形象良好，將有助於提高消費者對橘子工坊的綠色商品行為意向。

關鍵字

綠色品牌知名度 ； 行為意向 ； 顧客價值 ； 綠色品牌形象

並列摘要

In the face of the raising environmental awareness, humans start to understand the impact of their activities on the Earth. According to the survey, domestic wastewater accounts for 40.1% of the overall polluted water, making it the main source of water pollution followed by industrial wastewater. Domestic wastewater contains the commonly used synthetic detergent in our daily life, including vegetable detergent, dish soap, bathroom cleaners and even toothpaste, shampoo, softener and so on. However, in the full range of Orange House’s products, none of the harmful substances such as fluorescent agents, petrochemical surfactants, artificial flavors and colors are added, indicating their efforts to create a non-toxic and healthy environment.

This study aims to probe into the correlation among the customers’ behavior intention, customer value, green brand awareness and green brand image of Orange House in an attempt to serve as a reference for marketing strategies in this industry. With the literature review and the questionnaire, descriptive statistical analysis, ANOVA analysis and regression analysis were also applied to verify the interrelationship among all the dimensions and to examine the hypotheses proposed in the study.

analysis results show that the green brand awareness, green brand image, and the customer value all have positive influence on the consumers’ behavior intentions.
The following recommendations are therefore proposed in the study.
1.The more familiar the consumers are with the green brand of Orange House and the more famous the brand is, the faster the consumers can recognize this brand. The consumers’ behavior intention can thus be enhanced.
2.The better the green brand image of Orange House is, the higher the consumers’ behavior intention is to the products from Orange House.

並列關鍵字

green brand awareness ； green brand image ； behavior intention ； customer value

參考文獻

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