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|Title: ||消費者對綠色產品屬性及環保標章的認知對願付價格影響之研究 : 以環境態度為干擾變數|
|Other Titles: ||The influence of green product attributes, awareness of eco-label on the price that willing to pay from consumer : environmental attitude as the moderating variable|
|Authors: ||張暉宜;Chang, Huei-I|
|Keywords: ||綠色產品屬性;環保標章;環境態度;願付價格;Green Product attributes;Awareness of Eco-label;environmental attitude;Willing to pay|
|Issue Date: ||2013-04-13 11:27:06 (UTC+8)|
本研究使用問卷調查法，研究對象為台灣北部一般消費者，問卷共計發放350 份，回收有效問卷307 份，利用SPSS 19.0統計軟體驗證研究假說。
In recent years, global warming are worsening gradually and this condition has affected human life. Therefore, people have started to pay attention on environmental protection related information and begun to implenment the green consumption to protect the environmnet.
The main factors of this research include green product attributes, awareness of Eco-label, environmental attitude and willing to pay. Since consumer has environmental conscious, amount the price between green product and product is one of considerations to decide to purchase green product. The price is an important attribute that consumer would pay more attention. Therefore, the aim of the research is to probe into the relationship between green product attributes the consumer’s willing to pay to green product attributes and the the consumer’s willing to pay to awareness of Eco-label. In order to find out consumer’s value of green product and provide suggestions when corporate made the pricing for green product. In addition, by using environmental attitude as the moderating variable discuss the relationship of consumer’s willing to pay. When consumer have high environmental attitude, they will pay more to purchase environmental product. In this research, we focus on environmental air condition.
This research use questionnaire surveys and survey target is focus on consumer in north of Taiwan. A total of 350 questoinnaires are distributed, 307 are gathered and valid questionnaires are also 330. In this research we we used SPSS 19.0 to probe hypothesis research.
The results of empirical study are：
(1)Comparing consumer to each variable’s differiciation, only gender to awareness of Eco-label age to green product attributes have a positive and direct influence.
(2)When consumer has high awareness of green product attributes, they would have high willing to pay under saving electricity and energy, however under subsidies granted NT$2,000 by governments, the willing to pay was not high.
(3)When consumer has high awareness of Eco-label, they would have high willing to pay under either under saving electricity and energy or under subsidies granted NT$2,000 by governments.
(4)When consumer’s environmental attitude as moderating to green product attributes and awareness of Eco-label to willing to pay under either under saving electricity and energy or under subsidies granted NT$2,000 by governments would have no positive and direct influence.
|Appears in Collections:||[企業管理學系暨研究所] 學位論文|
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