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| Title: | 綠色信用卡之辦卡意願探究
The Antecedents of Applying for Green Credit Cards |
| Authors: | 張茹晴
Chang, Ju-Ching |
| Contributors: | 蘇威傑
Su, Wei-Chieh
張茹晴
Chang, Ju-Ching |
| Keywords: | 綠色信用卡
永續金融
綠色產品認知
創新性
自我問責
Green credit card
Sustainable finance
Green knowledge
Innovativeness
Self-accountability |
| Date: | 2022 |
| Issue Date: | 2022-07-01 16:34:19 (UTC+8) |
| Abstract: | 2015 年的「巴黎協議」使綠色金融崛起。現今國際的綠色金融發展多年，而 台灣在金管會於 2020 年推動「綠色金融行動方案 2.0」後越來越重視續的金融商 品與服務。目前台灣有 6 家金融機構發行綠色信用卡，而綠色消費促刷活動金額 高達 132 億元，顯示綠色信用卡是永續金融商品中發展不錯的項目。
目前對於綠色金融領域的消費者行為研究較少，本研究針對「綠色產品認知」、 「創新性」、「自我問責」、「宗教信仰程度」四項高度影響綠色消費的消費者 特性進行探究，想了解消費者對於綠色信用卡的辦卡意願，因此提出三項問題(1) 不同信用卡項目對於辦卡意願的影響為何?(2)不同消費者特性對於辦卡意願 的影響為何?(3)不同年齡的消費者需要什麼不同行銷手法來增加其辦卡意願?
本研究以網路問卷的方式探討年滿二十歲以上的民眾對於綠色信用卡的辦 卡意願。在篩選完有效的樣本為 208 份後進行敘述性統計、迴歸分析、ANOVA 變異數分析。研究結果顯示發卡銀行可以針對不同年齡的消費者做精準行銷。低 年齡的消費者使用多元的綠色消費回饋;中高年齡層的消費者則可使用行銷推廣 的方式讓其了解此綠色信用卡如何重視環保議題。再者，對於自我問責程度高的 消費者，發卡銀行可以藉由行銷方式引導消費者對綠色產品與服務有更積極的態度。最後，本研究針對研究結果提出實務上的建議與未來研究的方向。
After Paris Agreement, green finance rises sharply. Taiwan has paid more attention to developing green financial products after the FSC launched the "Green Finance Action Plan 2.0". Now, 6 banks in Taiwan issue green credit cards, and the amount of green consumption promotion activities is 13.2 billion TWD, which shows that green credit cards are a well-developed project in sustainable financial products.
At present, there is little research on consumer behavior in green finance. Therefore, this study explores 4 consumer characteristics that highly influence green consumption, including " green knowledge ", "innovativeness", "self-accountability" and "degree of religious belief". To understand consumers` antecedents, the study was able to formulate questions namely (1) What is the impact of different programs on the antecedents to apply for cards? (2) What is the impact of different consumer characteristics on the antecedents to apply for cards? (3) What marketing strategies do different ages of consumers need to increase their antecedents of applying for cards?
This study uses an online questionnaire to know the antecedents of people to apply for green credit cards. After screening 208 valid samples, descriptive statistics, regression analysis, and ANOVA analysis were performed. The research shows that banks can do targeted marketing to different ages clients. Young clients use more cashback programs; middle and high-age clients can use promotions to let them know how these green credit cards value environmental issues. Furthermore, for consumers with a high degree of self-accountability, banks can guide consumers to have a more positive attitude towards green products through marketing. Finally, some practical recommendations and directions are given based on the findings. |
| Reference: | 一、 中文部分
1.金融監督管理委員會 (2022) 綠色金融行動方案 2.0 重要措施及成效。綠色金融 行動方案 2.0 重要措施及成效，8。
2.柴松林 (1995) 消費者主義發展的新方向。消費者保護研究第一輯，17-22。
3.陳曼麗 (2001) 綠色消費從生活做起。環保標章簡訊，25。
二、 英文部分
1. Aini, M. S., Nurizan, Y., & Fakhru’l-Razi, A. (2007). Environmental comprehension and participation of Malaysian secondary school students. Environmental Education Research, 13, 17-31.
2. Connolly, J., & Prothero, A. (2008). Green Consumption: Life-politics, risk and contradictions. Journal of Consumer Culture, 8(1), 117-145.
3. Darnall, N., Ji, H., & Vázquez-Brust, D. A. (2018). Third-Party Certification, Sponsorship, and Consumers’ Ecolabel Use. Journal of Business Ethics, 150, 953–969.
4. Halkier, B. (1999). Consequences of the Politicization of Consumption: The Example of Environmentally Friendly Consumption Practices. Journal of Environmental Policy & Planning, 1(1), 25–41.
5. Horton, D. (2003). Green Distinctions: The Performance of Identity among Environmental Activists. The Sociological Review, 51(2), 63–77.
6. Jamison, A. (2001). The making of green knowledge. Environmental politics and cultural transformation. Cambridge: Cambridge University Press.
7. Kahle, L. R., Minton, E. A., & Kim, C.H. (2016). Religious values as a predictor of sustainable consumption behaviors: A cross-Cultural comparison. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 273- 278). Springer.
8. Kim, M.Y., & Son, M. (2021). What Determines Consumer Attitude toward Green Credit Card Services? A Moderated Mediation Approach. Sustainability, 13(19), 10865.
9. Leary, R. B., Vann, R. J., Mittelstaedt, J.D., Murphy, P.E., Jr., S., & J.F. (2014). Changing the marketplace one behavior at a time: perceived marketplace influence and sustainable consumption. Journal of Business Research, 67(9), 1953–1958.
10. Makower, J., Elkington, J., & Hailes, J. (1993). The green consumer. USA Inc : Viking/Penguin Books.
Organization for Economic Cooperation and Development (OECD) (2002).
11. Governance for Sustainable Development: Five OECD Case Studies, OECD, Paris.
12. Peloza, J., White, K., & Shang, J. (2013). Good and guilt-free: The role of self- accountability in influencing preferences for products with ethical attributes. Journal of Marketing, 77(1), 104-119.
13. Robins, N., & Roberts, S. (2006). Making sense of sustainable consumption. The Earthscan Reader in Sustainable Consumption, Earthscan, London.
14. Steenkamp, J.-B. E. M., Hofstede, F. t., & Hofstede, F. t. (1999). A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness. Journal of Marketing, 63(2), 55-69.
15. Welsh, H., & Kuhling, J. (2009). Determinants of pro-environmental consumption: the role of reference groups and routine behaviour. Ecological Economics, 69, 166–176. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363015 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363015 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200580 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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