Y世代消費者綠色服飾願付價格研究：以購物傾向、流行傾向與綠色消費型態為探討因素

A Study of Consumers' Willingness to Pay for Environmentally Friendly Clothing for Generation Y: The Influences of Shopping Orientation, Fashion Orientation and Green Consumption Style.

朱博湧(Po-Young Chu)；林裕淩(Yu-Ling Lin)；祁婉寧(Wen-Ning Chi)

Y世代 ； 購物傾向 ； 流行傾向 ； 綠色消費型態 ； 綠色產品 ； 願付價格 ； generation Y ； consumers' willingness to pay ； green product ； shopping orientation ； fashion orientation

行銷評論

10卷1期（2013 / 03 / 01）

19 - 42

繁體中文

綠色消費儼然變成社會大眾關注的議題，消費者透過購買環境友善之產品改變生產者的生產行為，而企業也紛紛投入綠色產品市場，除了負起對環境的責任，也期待開創新的市場利基、提升企業形象。然而，從過去的市場調查發現，在所有產品條件都相同的狀況下，消費者願意購買比較環保的產品，但事實上，當消費者被迫在產品特質以及拯救環境做選擇時，大多數消費者並不會為了愛護地球而犧牲自己的需要，由此可見綠色行銷目前仍有許多需要努力的空間。本研究針對Y世代的綠色消費行為做探討，旨在了解Y世代消費者購買綠色服飾的考量因素，以及消費者對綠色服飾願意支付的價格水準與差異來源。研究結果顯示，影響Y世代綠色服飾願付價格的主要因素為消費者對購物及流行的態度，由此可見，產品本身屬性特色必須先滿足消費者需求，此時加入綠色訴求或其他附加價值才會獲得消費者認同和較高的評價。

With the increasing social and political pressures, many firms embraced green marketing strategies in their businesses. However, some recent surveys found that even consumers demonstrated a high degree of environmental attitude they still put their preferences and basic needs as the first priority when purchasing products. Therefore, companies must first characterize consumers' green purchasing decisions and then make green marketing strategies. The objectives of this study are to examine the Generation Y consumer segments' selection attributes and willingness to pay for the environmentally friendly clothing. This study identified three different consumer segments of Generation Y according to their green consumption styles and attitudes toward shopping and fashion. Across the three segments, there was a significant difference among their willingness to pay for the environmentally friendly clothing.

1. 行政院主計處(2010)，from: http://ebas1.ebas.gov.tw/pxweb/Dialog/Saveshow.asp
2. Monbiot, George. (2009), The Guardian, from: http://www.guardian.co.uk/commentisfree/cif-green/2009/sep/28/population-growth-super-rich
3. 任玉嶺(2007)，遏制過度消費，科學決策月刊，擷取自 http://wiki.mbalib.com/zh-tw/%E8%BF%87%E5%BA%A6%E6%B6%88%E8%B4%B9
4. Balderjahn, I.(1988).Personality Variables and Environmental Attitudes as Predictors of Ecologically Responsible Consumption Patterns.Journal of Business Research,17(1),51-56.
5. Banarjee, B.,McKeage, K.(1994).How Green is My Value: Exploring the Relationship between Environmentalism and Materialism.Advances in consumer research,21,147-147.
6. Bertrandias, L.,Goldsmith, R. E.(2006).Some Psychological Motivations for Fashion Opinion Leadership and Fashion Opinion Seeking.Journal of Fashion Marketing and Management,10(1),25-40.
7. Darden, W. R.,Howell, R. D.(1987).Socialization Effects of Retail Work Experience on Shopping Orientations.Journal of the Academy of Marketing Science,15(3),52-63.
8. D''Souza, C.,Taghian, M.,Lamb, P.,Peretiatkos, R.(2006).Green Products and Corporate Strategy: An Empirical Investigation.Society and business review,1(2),144-157.
9. Fraj, E.,Martinez, E.(2006).Environmental Values and Lifestyles as Determining Factors of Ecological Consumer Behaviour: An Empirical Analysis.Journal of Consumer Marketing,23(3),133-144.
10. Gam, H.J.(2011).Are Fashion-conscious Consumers More Likely to Adopt Eco-friendly Clothing?.Journal of Fashion Marketing and Management,15(2),178-193.
11. Glegg, G. A.,Richards, J. P.(2007).Chemicals in Household Products: Problems with Solutions.Environmental management,40(6),889-901.
12. Goldsmith, R. E.,Moore, M. A.,Beaudoin, P.(1999).Fashion Innovativeness and Self-concept: A Replication.Journal of Product & Brand Management,8(1),7-18.
13. Jang, Y. J.,Kim, W. G.,Bonn, M. A.(2011).Generation Y Consumers' Selection Attributes and Behavioral Intentions Concerning Green Restaurants.International Journal of Hospitality Management,30(4)
14. Kim, H. S.,Damhorst, M. L.(1998).Environmental Concern and Apparel Consumption.Clothing and Textiles Research Journal,16(3),126-133.
15. Kunz, G. I.(2005).Merchandising: Theory, principles, and practice.Fairchild Books.
16. Laroche, M.,Bergeron, J.,Barbaro-Forleo, G.(2001).Targeting Consumers who are Willing to Pay More for Environmentally Friendly Products.Journal of Consumer Marketing,18(6),503-520.
17. Lee, J. A.,Holden, S. J. S.(1999).Understanding the Determinants of Environmentally Conscious Behavior.Psychology and Marketing,16(5),373-392.
18. Mainieri, T.,Barnett, E. G.,Valdero, T. R.,Unipan, J. B.,Oskamp, S.(1997).Green Buying: The Influence of Environmental Concern on Consumer Behavior.The Journal of social psychology,137(2),189-204.
19. McCarty, J. A.,Shrum, L.(1994).The Recycling of Solid Wastes: Personal Values, Value Orientations, and Attitudes about Recycling as Antecedents of Recycling Behavior.Journal of Business Research,30(1),53-62.
20. Michon, R.,Smith, D.,Yu, H.,Chebat, J. C.(2007).The well-dressed female shopper goes to the mall: fashion orientation and the mall shopping experience.La Londe Conference in Marketing Communications and Consumer Behavior, IAE Aix-en-Provence,France:
21. Moye, L. N.,Kincade, D. H.(2003).Shopping Orientation Segments: Exploring Differences in Store Patronage and Attitudes toward Retail Store Environments among Female Apparel Consumers.International Journal of Consumer Studies,27(1),58-71.
22. Nam, J.,Hamlin, R.,Gam, H. J.,Kang, J. H.,Kim, J.,Kumphai, P.,Starr, C.,Richards, L.(2007).The Fashion‐conscious Behaviours of Mature Female Consumers.International Journal of Consumer Studies,31(1),102-108.
23. Netemeyer, R. G.,Krishnan, B.,Pullig, C.,Wang, G.,Yagci, M.,Dean, D.,Ricks, J.,Wirth, F.(2004).Developing and Validating Measures of Facets of Customer-based Brand Equity.Journal of Business Research,57(2),209-224.
24. O''Cass, A.,McEwen, H.(2004).Exploring Consumer Status and Conspicuous Consumption.Journal of Consumer Behaviour,4(1),25-39.
25. Park, H. J.,Burns, L. D.(2005).Fashion Orientation, Credit Card Use, and Compulsive Buying.Journal of Consumer Marketing,22(3),135-141.
26. Peattie, K.,Charter, M.(2008).Green Marketing.London:Publishing.
27. Roberts, J. A.(1996).Green Consumers in the 1990s: Profile and Implications for Advertising.Journal of Business Research,36(3),217-231.
28. Seock, Y. K.,Sauls, N.(2008).Hispanic Consumers' Shopping Orientation and Apparel Retail Store Evaluation Criteria: An Analysis of Age and Gender Differences.Journal of Fashion Marketing and Management,12(4),469-486.
29. Sproles, G. B.(1979).Fashion: Consumer Behavior toward Dress.Minneapolis:Burgess.
30. Stern, N.,Ander, W.(2008).Greentailing and Other Revolutions in Retail.Hoboken, NJ:Wiley.
31. Straughan, R. D.,Roberts, J. A.(1999).Environmental Segmentation Alternatives: A Look at Green Consumer Behavior in the New Millennium.Journal of Consumer Marketing,16(6),558-575.
32. Tai, S. H. C.(2008).Relationship between the Personal Values and Shopping Orientation of Chinese Consumers.Asia Pacific Journal of Marketing and Logistics,20(4),381-395.
33. Tanner, C.,Wölfing Kast, S.(2003).Promoting Sustainable Consumption: Determinants of Green Purchases by Swiss Consumers.Psychology and Marketing,20(10),883-902.
34. Van Kempen, L.(2004).Are the Poor Willing to Pay a Premium for Designer Labels? A Field Experiment in Bolivia.Oxford Development Studies,32(2),205-224.
35. Vartan, S.(2008).A Case for Eco-Fashion.E-The Environmental Magazine,19(6),33-34.
36. Vijayasarathy, L. R.(2003).Shopping Orientations, Product Types and Internet Shopping Intentions.Electronic Markets,13(1),67-79.
37. Wan, F.,Youn, S.,Fang, T.(2001).Passionate Surfers in Image-driven Consumer Culture: Fashion-conscious, Appearance-savvy People and Their Way of Life.Advances in consumer research,28,266-274.
38. Wu, C.,Hsing, S.(2006).Less is More: How Scarcity Influences Consumers' Value Perceptions and Purchase Intents through Mediating Variables.Journal of American Academy of Business,9(2),125-132.
39. Yang, C.,Wu, C.C.(2007).Gender and Internet Consumers' Decision-making.CyberPsychology & Behavior,10(1),86-91.
40. 呂正成(1994).國立臺灣大學.
41. 李芙蓉(2008)。博士論文(博士論文)。國立成功大學。
42. 李淑清(2002)。碩士論文(碩士論文)。義守大學。
43. 杜佳玲(2001)。碩士論文(碩士論文)。輔仁大學。
44. 唐瑋君(2011)。碩士論文(碩士論文)。輔仁大學。
45. 羅博銘(2003)。碩士論文(碩士論文)。南華大學。

1. 陳錦華,張惠君,邱紹群,吳佩如(2023)。你對電動車情有獨鍾嗎？。管理資訊計算，12(1)，159-172。
2. 賴亭羽、程東奕、張若菡(2018)。應用評價構造法於動物類型扭蛋玩具魅力因子探究。商業設計學報，22，151-171。
3. 劉大年,溫蓓章,黃心璇,張世潔,李永盛,王淑美(2022)。休閒農場遊客體驗動機、體驗價值與願付價格之研究。休閒與遊憩研究，12(1)，55-84。
4. 魏嘉慧、黃鵬飛、黃美華(2015)。企業綠色行銷對消費者態度、企業形象認知與購買意願之影響。行銷評論，12(4)，431-454。
5. 楊倩姿、高文揚、白如玲(2017)。責任vs.價格─對休閒海釣專業者扮演何種角色？。運動休閒餐旅研究，12(1)，30-54。
6. (2021)。遊客對生態旅遊認知的評估與其願付價格之關聯研究。國家公園學報，31(1)，9-22。