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| Title: | 綠色標籤、品牌定位與消費者特質對補充包購買決策的影響
The Influence of Green Labels, Brand Positioning and Consumer Attributes on the Purchasing Decision of Refill Pouches |
| Authors: | 張妤菡
Chang, Yu-Han |
| Contributors: | 蘇威傑
Su, Wei-Chieh
張妤菡
Chang, Yu-Han |
| Keywords: | 補充包
綠色行銷
綠色標籤
綠色消費
refill pouch
green marketing
green label
green consumerism |
| Date: | 2024 |
| Issue Date: | 2024-07-01 12:42:37 (UTC+8) |
| Abstract: | 根據《2024年全球風險報告》，極端氣候是未來首要風險，順勢使永續發展成為熱門話題，消費模式也隨之轉變，綠色消費和循環經濟成為新日常，各品牌從產品開發到行銷也開始以此作為主題宣傳，但綠色產品是否真的能吸引消費者？以沐浴乳補充包為例，雖然製造過程減少污染和資源消耗，但其複合材質廢棄物難回收，環保性存在爭議。
大部分消費者對補充包的知識模糊，對其環保性的理解各異。訪談身邊親友，有人認為補充包因包材少而環保，但也有具製造背景的人質疑其環保性是噱頭，有些人則受家人朋友推薦而購買補充包，另一群人則是因為喜愛的高級洗沐品牌推出主打「環境友善」的補充包而嘗試購買，這些現象顯示了對於不同的消費者而言，產品外觀、品牌定位與個人價值觀皆會對消費決策產生不同程度的影響，本研究將以上三項因素綜合整理成三大研究方向：一、揭露環保資訊的標籤是否能夠幫助消費者做出更符合預期的選擇；二、品牌定位是否會讓消費者對綠色產品的期待有所差異，影響消費決策；三、消費者個人特質是否會影響其對綠色產品的認知，改變消費選擇。
研究結果顯示環保標籤會正面影響消費者選購補充包，且對平價品牌會更有助力，消費者如果有更高的環保消費價值觀更有可能購買貼有環保標籤的補充包，而高集體主義程度的消費者傾向購買高級品牌有環保標籤的補充包。本研究建議廠商在開發補充包產品時應強調包材環保屬性，尤其平價品牌可以通過開發100%可回收的補充包，利用環保概念進行差異化行銷，吸引具有環保價值觀的消費者，而高級沐浴品牌推出環保補充包時，可以多強調此產品帶來的集體利益，如：購買該產品帶來的社會地位、文化影響力等。
The Global Risks Report 2024 highlights extreme climate as a major future risk, making sustainable development and eco-consumerism mainstream. Brands are increasingly incorporating green topics in their marketing strategies, but are green products truly appealing to consumers? Refill pouches, for example, reduce pollution during manufacturing but are hard to recycle, raising doubts about their environmental friendliness.
Consumer knowledge about refill pouches varies. Some see them as eco-friendly due to less packaging, while others question the eco-friendliness since the packaging materials are complex compared to the bottled ones. In addition, we observe that some consumers are influenced by their families’ recommendations and another group of people may buy “eco-friendly” refill packs from their favorite luxury bath brands. These phenomena show that for different consumers, product appearance, brand positioning and personal values all have different levels of influence on consumer decisions. This study identifies three main factors affecting consumer choices: packaging labels, brand positioning, and personal values.
Findings show that eco-labeling positively influence purchasing, especially for affordable brands. Consumers with strong eco-values prefer eco-labeled products, and those with high collectivism favor eco-labeled products from premium brands. The study suggests that brands highlight eco-friendly packaging, with affordable brands focusing on 100% recyclable materials to attract eco-conscious consumers, while premium brands should emphasize collective benefits like social status and cultural impact. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
111351014 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111351014 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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