本研究主要探討消費者對環保性衣服的了解及環保的涉入程度對購買環保性衣服的願付價格之影響。以訴求降低環境污染的環保性衣服為例：由「企業社會責任」，「綠色行銷」，「綠色產品購買傾向」，「消費者的環保涉入程度」為構面；探討其所產生的「知覺利益」與「知覺犧牲」之間關係及最後產生影響消費者之願付價格；分析環保意識和購買行為之間所產生的連節，進而了解消費者是否透過他們所購買的產品來表達他們的環保態度，是否消費者高度的環保意識會表現出更高的綠色採購決策。 本研究以25歲以上的消費者為研究對象，採用便利抽樣方式以網路問卷方式調查。問卷放在facebook以及網路郵件寄送方式請符合條件的受訪者進行問卷填答，共取得205份有效問卷。 本研究以路徑分析進行假說的驗證。研究結果顯示：企業善盡社會責任並不會讓消費者對環保性衣服之願付價格產生顯著的影響。而綠色行銷訴求越多，消費者綠色產品購買傾向越高則消費者對其產品的知覺利益也越高。此外，消費者環保涉入程度是會影響環保性衣服知覺利益。環保性衣服的知覺利益越高、知覺犧牲越低，其願付價格越高。故環保性產品的綠色訴求與對環境的友好概念應結合綠色行銷，讓消費者了解因綠色行銷所帶來對自身直接和間接的好處，以加強消費者對綠色行銷的支持達到共利的行銷目標。也因此，良好的綠色行銷策略對企業和消費者來說是很重要的。 This study focused on the impact of consumer environmental involvement on the environment-friendly clothing willingness to pay. The relationships among perceived benefit, perceived sacrifice and the final effect on the willingness to pay were discussed by four dimensions: Corporate Social Responsibility (CSR), green marketing, green product purchasing intention and consumer involvement. The relationships between environmental awareness and purchasing behavior were analyzed to understand if consumers express their environmental attitude by purchasing green products, and if environmental awareness has a greater effect on green purchasing decisions.
Samples were selected from consumers aged in or over 25 by random sampling with an online survey. The questionnaire was posted on Facebook or delivered to target respondents by e-mail. Total of 205 valid copies were received.
Path analysis was used to analysis the research hypotheses. The analysis results show that: The effect of enterprises carrying out CSR faith on the consumer willingness to pay of environmentally-friendly clothing is not significant. The more green marketing appeals and the higher of consumer purchasing intention will enhance the higher consumer’s perceived benefit of the product. Also, consumer environmental involvement affects the perceived benefit of environment-friendly clothing. The higher perceived benefit of environmental clothing, the lower perceived sacrifice will be caused the higher willingness to pay. Therefore, the green appeal of environmentally-friendly clothing and eco-friendly concepts should be integrated with green marketing for consumers to understand the direct and indirect benefits of green marketing, in order to encourage consumers to support green marketing so as to achieve reciprocal marketing goal. Thus, well-planned green marketing strategy is very important to both of enterprises and consumers.