現今二十一世紀的社會不管是政府、學校、企業甚至到家庭,很多皆是講求生產、消費…等必需與環保兼顧,因此很多企業建立以環保為訴求的服務導向,並塑造出企業公益形象,也引導消費者加入綠色消費的主流中,消費者也除了重視本身需求的滿足之外,也越來越重視企業所生產的產品是否會對生態環境的產生影響,雖然許多企業已將環保列為企業經營的一環,但在這一場綠色品牌的戰爭市場中想要佔有一席之地,讓主要之消費族群產生認同且有購買意願與實際的購買行為,並非是容易之事,因此本研究目的是以美體小舖來做研究,主要是探討台灣地區消費者對綠色品牌知識的了解程度、在綠色品牌與購買意願之影響,是否因其綠色品牌形象對購買意願有影響、是否因其綠色品牌知名度對購買意願有影響,並且希望了解消費者在綠色品牌知名度藉著綠色品牌形象對購買意願之影響。 本研究採便利抽樣,共發放450問卷,有效問卷為396份,有效回收率為88%。以SPSS 17版統計軟體作為統計分析工具,分析法為敘述性統計分析、信度與效度分析、因素分析、單因子變異數分析、相關分析及路徑分析,來分析各主要構面及進行研究假說之探討。 研究結果發現,消費者的背景因素在綠色品牌知名度認知、綠色品牌形象、購買意願認知皆有顯著的影響效果,消費者在綠色品牌知名度的認知對綠色品牌形象呈正相關,消費者在綠色品牌形象的認知、綠色品牌知名度的認知對購買意願皆呈正相關。
Today twenty-first century society, whether government, schools, businesses and even to the family, are all a lot of emphasis on production, consumption and must take into account environmental protection, so many companies to establish a service-oriented demands of environmental protection, and create a corporate public image , and guide consumers to join the mainstream of green consumption, in addition to attention consumers to meet their own needs, but also more and more attention to whether the company produces products will impact the environment, although many companies have green column for the business part, but you want to place in this green brand war market. It is not easy to establish the customers’ identify and have them changed from purchase intention to purchase behavior.so the purpose of this study is the Body Shop to do the research, was to investigate the Taiwan consumer brand knowledge and understanding of the green, green brand and purchase intention in the impact, whether it is green purchase intention impact on brand image, brand awareness whether it is green impact on the willingness to buy, and want to know the consumer brand awareness through the green to green brand image effect on purchase intention. This research adopted the convenience sampling method. Total of 450 questionnaires were giving out and396 valid questionnaires were collected with valid recovery rate of 88%. This research has adopted SPSS 17for WINDOWS at the tool for statistical. The analysis methods are including descriptive distribution、reliability analysis andValidity analysis、factor analysis、Pearson Correlation Analysis、path analysis, , to analyze the dimensions and the major research hypothesis of the study. The outcomes of the research are as follows, that consumers'' background factors have positive effects on brand awareness in the green awareness, green brand image, purchase intention, consumer have positive effects on s on brand image in the green , brand awareness in the green of purchasing intention.