Does Green Packaging Matter? Investigating on Consumer Self-image Congruity and Green Knowledge toward Attitude and Purchase Intention

綠色包裝？消費者自我形象一致性與綠色知識對綠色產品態度與購買意願之影響

包蕾娜(Karina Elvira Bol)；李藍瑜(Lynne Lee)；陳綉里(Hsiu-Li Chen)

Self-image congruity ； green packaging ； green knowledge ； environmental information ； 自我概念一致性 ； 綠色包裝 ； 綠色知識 ； 環境訊息

東吳經濟商學學報

102期（2021 / 06 / 01）

1 - 33

英文

Environmental protection has become an important issue in nowadays society. Companies have responded in producing products that are more environmentally friendly, and this has since spread toward production, logistics, marketing, operations, and packaging. More specifically, packaging turns into a significant factor in determining the purchase of a product. Therefore, the main purpose of this study is to examine the relationships among self-image congruity, consumer's green knowledge, attitude, and purchase intention toward green packaging products. A structural equation modeling process was used to evaluate the relationships among self-image congruity, consumer's green knowledge, attitude, and purchase intention. Data collected for this study composed of 403 respondents, with 392 valid responses, of whom 199 are individuals from a Western cultural background, and the other 193 are from an Asian cultural background. Main results of this study revealed that consumers' self-image congruity has a significantly positive influence on attitude toward green packaging product and their purchase intention. Moreover, consumer's green attitude has a mediating effect on their green knowledge and purchase intention. Finally, cultural differences do exist between Western and Asian consumers. The empirical results of this research intend to help companies better understand consumers' perspectives on green packaging and the role of the green knowledge plays.

環境保護儼然成為當今社會重要的課題，企業也早已開始利用生產更環保的產品來因應此趨勢，凡舉生產製造，物流運籌，行銷，製造以及產品包裝等，莫不考量環境友善的問題。而產品之綠色包裝也成了消費者決定購買該產品的重要因素。因此，本研究的主要目的乃欲檢驗消費者自我一致性與綠色知識對綠色包裝產品之態度和其購買意願之影響。本研究使用結構方程式，試圖探究消費者自我一致性與綠色產品知識對綠色包裝產品之態度和購買意願之關係。本研究共收集403筆樣本，其中有效樣本392份。受訪者中有199人屬西方文化背景；193人則來自亞洲文化背景。本研究主要結果發現，消費者自我一致性與綠色知識均對綠色包裝產品之態度具有顯著正向影響，並進而影響購買意願。其次，消費者之綠色知識則需透過綠色態度才能進一步影響購買意願，因此態度具中介效果。最後，文化差異確實存在。背景來自於西方和亞洲的消費者在自我一致性，綠色知識，對綠色包裝產品的態度和購買意願等構面有顯著差異。最後，環保訊息的露出與否則僅對消費者之綠色知識構面有顯著差異。本文之研究管理實務建議企業可以形塑消費者之自我綠色形象、增進消費者之綠色知識，並採用環境友善包裝來提升消費者對該產品之態度，並進而增加其購買意願。

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