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研究生：	胡金忞 Hu, Chin-Min
論文名稱：	知覺信心與知覺犧牲對於提高消費者購買環保產品意願之研究 The Role of Confidence and Compromise in Stimulating Consumers' Purchase Intentions toward Green Products
指導教授：	杜富燕 Duh, Fu-Yann
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際企業研究所 Institute of International Business
論文出版年：	2007
畢業學年度：	95
語文別：	英文
論文頁數：	170
中文關鍵詞：	環保意識、購買意願、綠色行銷、環保、綠色產品
外文關鍵詞：	green marketing, purchase intention, green concern, green product, environmentalism
相關次數：	點閱：135 下載：8
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　　近年來環保議題越來越受到重視，許多廠商紛紛推出綠色產品以吸引環保意識較高的消費者。但根據過去的銷售紀錄，綠色產品的銷售表現到目前為止並不理想，顯見綠色行銷尚有不少進步的空間。

　　在相關學術討論中，人口統計變數以及消費者的環保意識經常被認為是影響環保產品購買意願的主要因素，然而亦有一些實證研究顯示其間並無顯著相關性，故Peattie(2001)提出另種看法，認為在消費者購買環保產品的階段中，知覺信心和知覺犧牲乃是最重要的影響因素。本研究以Peattie(2001)之概念為基礎，試圖將綠色產品和消費者按綠色購買知覺矩陣(Green purchase perception matrix)分別區分為「信心高犧牲低」(win win)、「信心犧牲皆高」(feel　good)、「信心犧牲皆低」(why not)及「信心低犧牲高」(why bother) 四類，另外，再加入環保意識以及環保知識，以發展出本研究之架構與假設。本實証研究的主要結論如下：

(一)知覺信心與知覺犧牲對於消費者購買環保產品的意願，分別有顯著的正向與負向影響。
(二)消費者的環保意識無論對於知覺信心和購買意願之間的關係，或是知覺犧牲和購買意願之間的關係，均無顯著的干擾效果。而消費者的環保知識對於知覺犧牲和購買意願之間的關係，則有顯著的干擾效果。
(三)當消費者對環保產品的知覺屬於綠色購買知覺矩陣中「信心犧牲皆高」的狀態時，削弱其知覺犧牲會比增強其知覺信心更能有效地提高購買意願。
(四)比起用於環保產品之分類，綠色購買知覺矩陣的概念更適合應用在區隔消費者之間的特質差異。

The environmentalism had caught more and more attention in recent years. Therefore, numbers of companies launched green products to attract consumers with higher green concerns. However, according to sales record, green products have not performed well so far. Obviously, there is much capacity to improve green marketing.

From most related researches, demographics and green concern had been adopted as main antecedents of purchase intention toward green products. However, several empirical studies indicated that no significant correlation existed between the two. Thus, Peattie (2001) proposed another perspective with regards consumers’ confidence and compromise as the most important influential factors on purchase intention. Our research was based on his concept and planned to classify green products and consumers as “win win”, “feel good”, “why not”, and “why bother” in the green purchase perception matrix. Additionally, we added green concern and green knowledge into our study to develop research framework and hypotheses. The major conclusions of this empirical research are listed below:

(1) Confidence affects purchase intention positively, while compromise affects it negatively.
(2) Green concern doesn’t moderate the relationship between confidence/compromise and purchase intention. Green knowledge significantly and positively moderates the relationship between compromise and purchase intention.
(3) If consumers’ perceptions toward green products are categorized as “feel good” in green purchase perception matrix, then weakening their compromise may be more effective than strengthening confidence for the sake of increasing purchase intentions.
(4) In comparison with the function of product classification, concepts of green purchase perception matrix may be more proper to segment different consumers.

Chapter1 Introduction.....................................1
1.1 Research Background and Motivation....................1
1.2 Research Objectives...................................5
Chapter2 Literature Review................................6
2.1 From Environmentalism to Green Marketing..............6
2.2 Green Consumer Behaviors Analysis.....................8
2.2.1 The Role of Demographics in Analyzing Green Consumer Behaviors.................................................8
2.2.2 The Role of Psychological Variables in Analyzing Green Consumer Behaviors.................................11 
2.2.3 The Role of Green Knowledge in Analyzing Green Consumer Behaviors.......................................13
2.3 Perspective from Peattie (2001)......................14
2.3.1 The Degree of Confidence...........................15
2.3.2 The Degree of Compromise...........................16
2.3.3 The Empirical Study for Peattie (2001).............17
2.4 Antecedents of Purchase Intention....................17
2.4.1 Purchase Intention.................................17
2.4.2 Determinants of Purchase Intentions................18
2.5 Green Purchase Perception Matrix.....................21
2.6 Moderating Effects...................................24
2.6.1 Moderating Effects of Green Concern................25
2.6.2 Moderating Effects of Green Knowledge..............26
Chapter 3 Research Design and Methodology................28
3.1 Research Framework...................................28 
3.2 Research Hypothesis..................................29
3.3 Sample and Procedures................................30
3.4 Operational Measures.................................31
3.4.1 Independent Variables..............................32
3.4.2 Dependent Variable.................................34
3.4.3 Moderators.........................................35
3.4.4 Questions Representing Brand Attitude for Avoiding Brands’Impact on Purchase Intentions....................37
3.4.5 Questions for Testing H3 and H4....................38
3.5 Research Method......................................40
3.5.1 Descriptive Statistics Analysis....................40
3.5.2 Reliability Analysis...............................40
3.5.3 Linear Regression Analysis.........................41
3.5.4 ANOVA..............................................41
3.5.5 Paired-Samples t-Test..............................41
Chapter 4 Research Result and Analysis...................43
4.1 Sample Return and Descriptive Analysis...............43
4.2 Reliability & Correlation Analysis...................49
4.3 Analysis of Variance for Product Type on Variables in this Study...............................................51
4.3 Regression Analysis for Confidence’s and Compromise’s Effects on Purchase Intention............................52
4.4 Regression Analysis for Moderating Effects of Concern & Knowledge	................................................55
4.5 Paired-Samples t-test for Green Purchase Perception Matrix Classification....................................58
4.6 Analysis of Variance for Demographics on Variables...63
Chapter 5 Conclusion and Discussion......................67
5.1 Research Conclusion..................................67
5.2 Contribution and Implication.........................70
5.2.1 Contribution of this Research......................70
5.2.2 Managerial Implication.............................73
5.3 Research Limitation..................................77
5.4 Future Research Suggestions..........................77
Reference................................................79
Appendix: Questionnaires.................................86

List of Figures

Figure 2- 1 Green Purchase Perception Matrix.............23
Figure 3- 1 Research Framework...........................28
Figure 4- 1 Classifying Sample Products in Green Purchase Perception Matrix (Peattie, 2001)........................61

List of Tables

Table 3- 1 Measures of Confidence........................32
Table 3- 2 Measures of Compromise........................33
Table 3- 3 Measures of Purchase Intentions...............34
Table 3- 4 Measures of Green Concern.....................35
Table 3- 5 Measures of Green Knowledge...................36
Table 3- 6 Measures of Brand Attitude....................38
Table 3- 7 Measuring consumers’ responses on firms’ possible adjustments and manipulations for consumers’ perceptions..............................................39
Table 4- 1 Numbers of questionnaires collected for different products.......................................43
Table 4- 2 Sample Profile................................44
Table 4- 3 Sample Description-Gender.....................45
Table 4- 4 Sample Description -Age.......................46
Table 4- 5 Sample Description - Income (NT Dollars per Month)...................................................47
Table 4- 6 Sample Description - Occupation...............48
Table 4- 7 Sample Description - Education................49
Table 4- 8 Reliability Analysis..........................50
Table 4- 9 Correlation between every two variables.......50
Table 4- 10 ANOVA for Product Category on Confidence, Compromise, Green Concern, Green Knowledge, and Purchase Intention................................................51
Table 4- 11 Regression Analysis for Testing the Relationship between Confidence as well as Compromise and Purchase Intention	.......................................52
Table 4- 12 Multiple Regression Analysis for Comparing Effect of Confidence and Effect of Compromise on Purchase Intention	................................................52
Table 4- 13 Regression Analysis for Testing the Relationship between Confidence as well as Compromise and Purchase Intention in Each Product.......................53
Table 4- 14 Multiple Regression Analysis for Comparing Effect of Confidence and of Compromise on Purchase Intention in Each Product................................54
Table 4- 15 Test for Moderating Effect of Green Concern on Confidence’s Effect on Purchase Intention...............56
Table 4- 16 Test for Moderating Effect of Green Concern on Compromise’s Effect on Purchase Intention...............56
Table 4- 17 Test for Moderating Effect of Green Knowledge on Confidence’s Effect on Purchase Intention............57
Table 4- 18 Test for Moderating Effect of Green Knowledge on Compromise’s Effect on Purchase Intention............58
Table 4-19 Classification for Product Types in the Green Purchase Perception Matrix of Each Product...............59
Table 4- 20 Product Types in Green Purchase Perception Matrix Classified by Respondents’ Individual Perceptions61
Table 4- 21 Paired-Samples t-test to Examine H3 & H4.....63
Table 4- 22 ANOVA for Demographics on Confidence, Compromise, Green Concern, Green Knowledge, and Purchase Intention	................................................64
Table 4- 23 Average Scores of Selected Variables between Female and Male..........................................64
Table 4- 24 Average Scores of Selected Variables among Age Groups...................................................65
Table 4- 25 Average Scores of Selected Variables among Income Groups............................................66
Table 5- 1 Results of Research Hypotheses................67
                                    

Chinese Reference

熊毅晰(民 94)，「存亡之戰綠色狂潮席捲科技業」，TechVantage e天下雜誌53號，頁64-73。

熊毅晰(民 94)，「迎接第二次工業革命鄭崇華奉行綠色資本主義」，TechVantage e天下雜誌53號，頁76-79。

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