近幾年，消費者的環保觀念日趨成熟，台灣的電動機車產業也在數年間日漸蓬勃，政府在2019年推動了地方及中央的補助，以Gogoro為首的電動機車更是帶領其他同業進入台灣電動機車銷量的高峰，然而在2020年政府宣布要減少電動機車補貼，轉而在2021對燃油機車進行補助，加上電動機車的電池站點不足、價格方案有爭議，使得2020年電動機車的銷量不如去年。因此本研究將探討綠色流程創新下，年輕族群對於電動機車的環保認知及購買影響，並探討在感知價格下，了解消費者選擇購買電動機車的意圖，對於市場行銷者而言是相當重要的課題。
本研究以綠色流程創新為出發，結合計畫行為理論模型，並以感知價格作為調節變數來探討年輕族群對於電動機車購買意圖的研究，本研究在2021年三月期間發放並回收343份有效問卷。研究結果顯示綠色流程創新對綠色購買意圖有正向影響，並綠色知識及綠色意識對購買意圖均有部分中介效果，此外主觀規範及知覺行為控制對於綠色購買意圖有正向影響，感知價格成功調節主觀規範與綠色購買意圖及知覺行為控制與綠色購買意圖間的關係。
本研究發現若市場行銷者在廣告中能加入綠色生產流程，將能使年輕族群更了解電動機車的環保製程，進而提升對電動機車的購買意圖。至於感知價格部分，本研究認為年輕族群多數尚未經濟獨立，因此在預算上的考量較嚴苛，若未來該族群就業後能再進行一次研究，也許將會有不一樣的結果。

Recently, the environmental concept of customers has become more and more mature. The electric scooter industry has been vigorous in these years as well. The central and local government promoted the subsidies of electric scooters in 2019, which has fostered Gogoro and other businesses to the peak sale of electric scooters. However, the government announced to transfer the subsidies of the electric scooter into gasoline scooters. Besides, the lack of battery stations and controversial price options made the sales of electric scooters decrease. Although the marketers and manufacturers claim how much carbon dioxide can electric scooters save, customers can’t imagine it and can’t improve the customers’ intention. Therefore, this study is going to investigate when under the green process innovation how will it affect the buying intention and environmental concern of the younger generation. Plus, the price perception as a moderator. It is important for marketers to understand the customers’ intentions when they are choosing electric scooters.
This study examined the green process innovation first, combined with the theory of planned behavior. Plus, price perception as moderator to understand how would the constructs ( i.e. environmental knowledge, environmental awareness, subjective norms, and perceived behavioral control )influence the buying intention. This study distributed 343 questionnaires during March of 2021. The findings reveal that green process innovation has a positive effect on green buying intention, both environmental knowledge and environmental awareness show partially mediation effect. The price perception significantly moderates the relationship between subjective norms and green buying intention. Besides, the price perception also moderates the relationship between perceived behavioral control and green buying intention.
This study finds that if marketers add the contents of green process innovation into advertisements, it may be easier for the younger generation to understand the procedure of generating electric scooters, increase their buying intention as well. As for price perception, we think most respondents haven’t been economically independent yet, therefore, they have a limited budget to consider electric scooters. In future research, we can do the study again when these younger generations start working, maybe we can get different results.

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