碳標籤標示對消費者綠色購買意願之影響：碳標籤有用嗎？

The Effectiveness of Carbon Labeling on Green Purchasing Intention: Does the Carbon Labeling Matter?

10.3966/181666012014041001001

吳文貴(Wen-Kuei Wu)；何佳潔(Chi-Cha Ho)

碳標籤 ； 標籤 ； 環境意識 ； 綠色行銷 ； Carbon Label ； Label ； Environmental Attitude ； Green Marketing

行銷科學學報

10卷1期（2014 / 04 / 01）

1 - 15

繁體中文

本研究探討環境意識、碳標籤認知、碳標籤知識與產品涉入等因素，對購買碳標籤產品意願之影響。過去研究多探討消費者對碳標籤的態度與認知。本研究採實驗法，模擬「碳標籤出現與否」、「碳排量數值不同」情況下，檢測碳標籤產品購買意願，以及影響因素。本研究以大學學生作為實驗對象，有效樣本數為328份。實驗結果顯示，環境意識、碳標籤知識、碳標籤認知均有助於選擇碳標籤產品。但具備正確碳標知識者，愈會正確選擇碳排數值較低的產品。本研究也發現產品涉入程度有助於做出綠色消費行動。本研究建議，企業及政府應加強宣導碳標知識，並強化碳標籤的識別度以有效引起消費者的注意。

This study aims to investigate the impacts of the carbon labeling knowledge, the cognitive of carbon labeling, environmental attitude and involvement on purchasing intensions of carbon labeling products. Most of studies just aimed to investigate the concepts and attitudes about carbon labeling among consumers. Unlike previous research, by conducting two experiments to investigate 328 university students in the middle of Taiwan, our study demonstrates that the environmental consciousness, knowledge and cognitive of carbon labeling and product involvement all exert a significant effect on the purchasing intensions of carbon labeling products. Our study also sets a future research agenda and provides some direct practical implications.

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