Effects of Green Marketing on Consumer Attitudes, Perceived Corporate Image, and Purchase Intention

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

黃美華(Mei-Hua Huang)；黃鵬飛(Perng-Fei Huang)；魏嘉慧(Jia-Hui Wei)

綠色行銷 ； 消費者態度 ； 企業形象認知 ； 購買意願 ； 環境保護 ； green marketing ； consumer attitudes ； perceived corporate image ； purchase intention ； environment protection

行銷評論

12卷4期（2015 / 12 / 01）

431 - 454

英文

由於氣候暖化與環境變遷的威脅，環境保護已經逐漸成為許多國家政府與人民重視的議題，綠色行銷活動與研究也成為企業界與學界的探討重點。本研究的目的在探討消費者對企業綠色行銷活動的態度、企業形象認知及產品購買意圖之間的關係，研究問題有二：（1）消費者對企業綠色行銷活動的態度是否真正影響消費者對企業形象的認知及產品的購買意願？（2）這些重要變數在不同的綠色行銷活動下是否有顯著差異？本研究首先透過操弄檢定找出代表四類綠色行銷活動（產品合乎生態、降低污染、節能減碳、及環保相關公益活動）的影片，再以實驗法蒐集受測者的回應資料。依據328份有效問卷的統計分析結果顯示，消費者對綠色行銷活動態度會直接和間接（透過企業形象認知）正向影響購買意願。再者，在比較不同的綠色行銷活動上，企業選擇宣揚其產品或製造過程合乎生態、能降低污染、或有助於節能減碳，比起舉辦或贊助環保相關公益活動，對消費者的態度、企業形象認知、及購買意願具有較高的正面影響力。這個創新發現對企業綠色行銷活動選擇與資源配置極具意義。

Due to the threats of global warming and environmental change, environment protection has been emerging to be an essential concern by both governments and people in numerous countries. Green marketing has become a hot issue for practitioners and researchers as well. The purpose of this study is to investigate the relationships among consumer attitudes toward companies' green activities, their perceived corporate image, and purchase intention. The research questions are: (1) whether consumer attitudes toward companies' green activities really influence their perceived corporate image and purchase intention, and (2) whether under different green marketing activities, significant differences exist in these critical constructs. This research first found out four videos through manipulation check to represent four categories of green marketing activities (products being ecological, pollution reduction, energy save and carbon reduction, and environmental protection related charities). Experimental method was followed to collect data and explore the research interests. Data analysis results based on 328 valid questionnaires obtained from a student sample showed that consumer attitudes toward companies' green activities did directly and indirectly (through perceived corporate image) and positively influence purchase intention. Moreover, when companies claimed their products (and/or their manufacturing processes) being ecological, pollution reduced, or energy saved and carbon reduced, consumers had significantly higher evaluations on their attitudes toward companies' green activities, their perceived corporate image, and their purchase intention than when companies engaged in environment protection related charities. This innovative finding is especially insightful for companies in selecting the type and allocating resources for their green marketing activities.

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