探討綠色產品消費意願：環保標章之調節效果

Exploring Green Product Consumption Intentions: The Moderating Effect of Eco-Label

10.6188/JEB.2012.14(2).02

范懿文(Yi-Wen Fan)；方毓賢(Yu-Hsien Fang)；蔡明峰(Ming-Feng Cai)

綠色消費 ； 綠色產品購買意願 ； 綠色產品推薦意願 ； 台灣綠色標章 ； 台灣碳標籤 ； Green Consumption ； Green Product Purchase Intention ； Green Product Recommendation Intention ； Taiwan Green Mark ； Taiwan Carbon Label

電子商務學報

14卷2期（2012 / 06 / 01）

257 - 280

繁體中文

本研究整合環保行為理論與消費者行為研究來探討綠色消費意願，並納入台灣現行的兩種環保標章（台灣綠色標章、台灣碳標籤），以問卷調查法探討：（1）消費者對環保標章的覺察現況；（2）影響綠色消費意願之前因；（3）環保標章認知對於綠色消費意願之調節效果。本研究回收408份有效樣本，從中挑選已認知台灣綠色標章的消費者為子樣本（N=358）進行迴歸分析以檢定假說。研究發現：（1）消費者對於兩種環保標章的覺察有所差異；（2）消費者具有的環保行為態度是影響綠色產品購買意願及綠色產品推薦意願的正向前因；（3）消費者之環保標章認知對於環保行為態度－綠色產品推薦意願之間的關係具有正向調節效用。

This study integrates environmental behavior theory and consumer purchase decision framework to propose a research model and to explore: (1) current status of awareness of consumer toward two eco-labels (i.e., Taiwan Green Mark and Taiwan Carbon Label); (2) the determinants of green production consumption intentions; (3) the moderating effect of eco-label toward green product consumption intentions. A survey research methodology is utilized to collect a validate sample of 408 respondents. Among this sample, 358 of them have seen Taiwan Green Mark. Further regression analysis of this subsample (N=358) finds: (1) Taiwan consumers have differential awareness toward those two eco-labels; (2) the attitude toward environmental behavior is a positive determinant of both green product purchase and recommendation intentions; (3) consumer's cognition of eco-label positively moderates the relationship between the attitude toward environmental behavior and green product recommendation intention.

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