Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/141530
|
| Title: | 中國大陸環保標示對消費者綠色消費購買意願影響
Influence of environmental labeling in Mainland China on consumers` purchasing intention of green consumption |
| Authors: | 魏培林
Wei, Pei-Lin |
| Contributors: | 蘇威傑
魏培林
Wei,Pei-Lin |
| Keywords: | 環保標示
環保標示可信度
綠色消費
購買意圖
Environmental protection label
Credibility of environmental labeling
Green consumption
Purchase intention |
| Date: | 2022 |
| Issue Date: | 2022-09-02 14:41:48 (UTC+8) |
| Abstract: | 隨著中國可持續發展的基本國策逐漸深入和居民綠色消費意識萌芽，中國大陸消費者對綠色消費的需求不斷提升，未來預計會有越來越多消費者優先選擇綠色消費。當消費者在面對市面上五花八門的綠色商品資訊時，廠商要做的事就是把確切的綠色消費信息有效的傳達給消費者，這時候就可能使用環保標示。
環保標示是由第三方公證機構認證，可以印刷或粘貼在產品外包裝的一種認證標示。當商品通過了環保標示認證，則代表這個商品在整個生產週期對自然環境無害或者相較同類商品少害。環保標示可以承擔橋樑作用，幫助廠商把有效信息傳遞給消費者。目前在一些已開發國家中，環保標示常常作為一種行銷的手段，但目前在中國卻鮮少出現這個現象。在過往研究中環保標被證實能夠刺激到消費者對於綠色商品的購買意圖，但實務上行為卻與之相悖。為了弄清以上現象本研究其提出以下研究問題：第一，環保標示自身屬性能直接影響消費者？第二，因為消費者具有特定屬性才會對綠色消費購買意圖產生影響？第三，環保標示或消費者個人屬性能否為綠色商品帶來溢價率？
本研究將通過發放網絡問卷的方式，研究環保標示對消費者購買意圖，實踐環保作為和綜合溢價率的影響，將蒐集的資料通過敘述性統計，信效度分析，迴歸分析。研究結果表明，僅環保標示可信度可以影響消費者對於環保標示商品的選購，消費者選購帶有環保標示商品的更主要原因來源於消費者自身特定屬性如綠色商品愛好者，愛國行為程度等。此外，環保標示本身無法為環保標示商品帶來溢價率，溢價率只受到消費者特定個人因素影響。最後，本研究將對研究結果提出實務上建議和探討研究限制。
With the gradual deepening of China`s basic national policy of sustainable development and the budding of residents` awareness of green consumption, consumers in mainland China are increasingly demanding green consumption, and it is expected that more and more consumers will give priority to green consumption in the future. When consumers are faced with a wide variety of green commodity information in the market, what manufacturers have to do is to effectively convey the exact green consumption information to consumers, and at this time, they may use environmental labeling.
Environmental protection label is certified by a third-party notary organization and can be printed or pasted on the outer package of a product. When the product has passed the environmental labeling certification, it means that the product is harmless to the natural environment in the whole production cycle or less harmful than similar products. Environmental labeling can act as a bridge to help manufacturers communicate effective information to consumers. Environmental labeling is often used as a marketing tool in some developed countries, but it is rarely seen in China. In previous studies, it has been proved that environmental label can stimulate consumers` purchase intention of green goods, but in practice, the behavior is contrary to this. In order to clarify the above phenomenon, the following research questions are put forward in this study: First, can the attributes of environmental labeling directly affect consumers? Secondly, will consumers have an impact on green consumption purchase intention because of their specific attributes? Third, can environmental labeling or consumers` personal attributes bring premium rates to green goods?
This study will issue online questionnaires to study the impact of environmental labeling on consumers` purchase intention, practice of environmental protection and comprehensive premium rate, and collect data through narrative statistics, reliability and validity analysis and regression analysis. The results show that only the credibility of environmental labeling can affect consumers` choice of goods with environmental labeling, and the main reason for consumers to choose goods with environmental labeling is their own specific attributes, such as green goods lovers and patriotic behavior. In addition, environmental labeling itself cannot bring premium rate for environmental labeling products, and the premium rate is only affected by specific personal factors of consumers. Finally, practical suggestions and research limitations will be put forward. |
| Reference: | 中文文獻：
1. 王鵬,莊貴軍,周英超（2012）。愛國主義和民族主義對中國消費者國貨意識影響的研究。管理學報，9(4)，548-554。
2. 朱斌，查爾斯·邁克埃爾維（2008）。中國:日益提升的環保意識。國外社會科學文摘，12。
3. 李娜（2016）。綠色認證標誌，產品屬性信息對綠色購買意願影響。[未出版碩士論文]。青島理工大學。
4. 任勝楠，蔡建峰（2020）。消費者性別角色影響綠色消費行為的實證研究。管理學刊，33（06），219 - 232。
5. 姜鑫（2015）。綠色食品標誌和論據強度對綠色食品品牌信任度影響。[未出版碩士論文]。湖南大學。
6. 邱志聖（2016）。行銷研究：實務與理論應用。台北市：智勝文化。
7. 周志民,賀和平,劉雁妮（2010）。中國人國貨意識的形成機理:基於國家品牌社群視角。中國軟科學,2010(5)，45-56。
8. 周宏春，史作廷。（2022）。雙碳導向下的綠色消費:內涵、傳導機制和對策建議。中國科學院院刊，37(2)，188-196。
9. 閻俊（2003）。影響綠色消費者消費行為的因素分析及其營銷啟示。北京工商大學學報（社會科學版），2003(2)，56-58。
10. 消费心理学理论与实务（2019）。北京: 電子工業出版社。202–203
11. 侯璐（2017）。綠色消費觀念落地離不開法律保障。人民論壇，2017（13）
12. 俞海，王勇，李继峰，任勇（2020）。中國十四五綠色消費衡量指標與戰略展望。中國環境管理，12（06）。73-81。
13. 陳偉軍（2014）。綠色標誌對消費者綠色購買意願的影響研究。 特區經濟。201-204。
14. 孫傑（2022）。居民綠色消費影響因素分析。合作經濟與科技，89-91.
15. 羅子明（2020）。 消費者心理學（第 2 版）。北京 : 清華大學出版社。
16. 劉飛燕，李昕冉。消費者主動性人格對綠色產品購買意願的影響研究——綠色品牌形象的調節作用。南京工業大學學報（社會科學版）。68-80。
英文文獻：
1. Albino, V., Balice, A., and Dangelico, R. M. (2009), “Environmental strategies and green product development: An overview on sustainability-driven companies,” Business Strategy and the Environment, 18(2), 83–96.
2. Davis, F.D., Bagozzi, R.P.（1989）.Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”, MIS Quarterly, 1989, Vol.13, No.3, pp. 319-340.
3. Davidson, Debra J. and Wiluam R. Freudenburg (1996), “Gender and Environmental Risk Concerns: A Review and Analysis of Available Research,” Environment and Behavior, 28 (3),302–39.
4. Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An introduction to theory and research, MA: Addison-Wesley.
5. Fraj, E. and Martinez, E. (2006), “Influence of personality on ecological consumer behavior,” Journal of Consumer Behaviour, 5(3), 167-181.
6. Giannakas, K. (2002). Information asymmetries and consumption decisions in organic food product markets. Canadian Journal of Agricultural Economics/Revue Canadienne D`Agroeconomie, 50(1), 35-50.
7. Koksal, M. H. (2016). The intentions of Lebanese consumers to adopt mobile banking. International Journal of Bank Marketing.
8. Lee, Julie Anne and Stephen JS Holden (1999), “Understanding the Determinants of Environmentally Conscious Behavior,” Psychology and Marketing, 16 (5), 373–92
9. Ren Y, Luo MS.（2020）. CCICED Special Policy Study on Green Transition and Sustainable Social Governance, The role of green consumption in promoting high-quality development , Chinese Journal of Environmental Management,2020,12(1)，pp.24 - 30 .
網絡資料：
1. 中華人民共和國發展與改革委員會（2022）。促进绿色消费实施方案https://www.ndrc.gov.cn/xwdt/tzgg/202201/t20220121_1312525.html?code=&state=123
2. 中華人民共和國政府官網（2022）。2025中國綠色消費加速邁進主流化http://www.gov.cn/zhengce/202202/22/content_5674933.html
3. 福卡智庫（2021）。在消費升級和降級爭議背後，中國消費兩極化現象日益凸顯
https://m.thepaper.cn/baijiahao_14866235
4. 智聯招聘（2022）。中國企業招聘薪酬報告 from
https:// www.zhaopin.com |
| Description: | 碩士
國立政治大學
國際經營與貿易學系
109351049 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109351049 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201486 |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 104901.pdf | | 2258Kb | Adobe PDF2 | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
