政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/155426

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/155426

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题名:	從穀物到杯中物：探討消費者對威士忌永續性的認知與態度 From Grain to Glass: Evaluating Consumer Awareness and Attitudes towards Sustainability in Whisky
作者:	胡維榛 Hu, Wei-Chen
贡献者:	吳文傑 Wu, Wen-Chieh 胡維榛 Hu, Wei-Chen
关键词:	永續發展消費者行為威士忌烈酒產業 Sustainability Consumer Awareness Whisky Spirits industry
日期:	2024
上传时间:	2025-02-04 15:36:42 (UTC+8)
摘要:	此篇研究探討了消費者對威士忌酒業中永續發展的認知和態度，透過量化問卷調查和質化訪談的結合，探討永續發展與不同類別飲料與酒類飲料消費者的購買決策中的相關性，尤其是威士忌消費者。研究結果顯示，雖然永續發展越來越受到重視，但消費者對行業內永續發展實踐的了解仍存在顯著差距。問卷分析揭示了針對不同品類對永續發展的考慮程度存在顯著差異，其中快速消費品和其他酒類飲料優先於威士忌。結論建議更有效地將永續發展的概念融入威士忌品牌中，可以提高其對消費者的重要性，強調需要量身定制的永續溝通策略。 This study explores consumer awareness and attitudes toward sustainability in the whisky industry through a combination of surveys and interviews, the research evaluates how sustainability is related in purchasing decisions across different categories among alcohol beverage consumers, especially whisky consumers. The findings reveal that while sustainability is increasingly valued, significant gaps exist in consumer knowledge of sustainable practices within the industry. Questionnaire analysis reveals significant differences in sustainability considerations across these categories, with FMCG and other beverages prioritized over whisky. The conclusion suggests that integrating sustainability more effectively into whisky branding could enhance its importance to consumers, emphasizing the need for tailored sustainability communication strategies.
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描述:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 110933012
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0110933012
数据类型:	thesis
显示于类别:	[國際經營管理英語碩士學程IMBA] 學位論文

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