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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/74272

    Title: 消費者對環保性衣服願付價格之研究
    Other Titles: The study of consumer on the willingness to pay of environmentally friendly clothing
    Authors: 朱晨熒;Chu, Chen-Ying
    Contributors: 淡江大學企業管理學系碩士在職專班
    李月華;Lee, Yueh-Hua
    Keywords: 企業社會責任;綠色行銷;購買傾向;消費者涉入程度;知覺利益;知覺犧牲;願付價格;路徑分析;CSR;Green Marketing;purchasing intention;customer involvement;Perceived Benefit;perceived sacrifice;Willingness to Pay;Path Analysis
    Date: 2011
    Issue Date: 2011-12-28 18:20:19 (UTC+8)
    Abstract: 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。
    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.
    Appears in Collections:[Graduate Institute & Department of Business Administration] Thesis

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