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系統識別號 U0026-0509201316063500
論文名稱(中文) 消費者綠色態度與購買綠色產品行為之初探
論文名稱(英文) An Exploration between Green Attitude and Green Consumption
校院名稱 成功大學
系所名稱(中) 工業設計學系碩博士班
系所名稱(英) Department of Industrial Design
學年度 101
學期 2
出版年 102
研究生(中文) 陳冠妍
研究生(英文) Guan-Yen Chen
學號 P36991193
學位類別 碩士
語文別 中文
論文頁數 69頁
口試委員 指導教授-何俊亨
口試委員-馬敏元
口試委員-陳國祥
中文關鍵字 綠色消費  綠色產品  消費者行為 
英文關鍵字 Green Consumption  Green Product  Consumer behavior 
學科別分類
中文摘要 隨著生態環境保護的意識提高,綠色設計、綠色產品等概念近年來逐漸受重視。而消費者對綠色的認同態度與實際行動選擇購買綠色商品之間的關聯,以及在購買時的決策歷程,是值得被探討的。
目前許多關於綠色消費的研究,是從行銷角度探討如何促進綠色商品的銷售,本研究欲從產品面向出發,觀察認同綠色態度的消費者,實際選擇時產品之情形以及決策過程,歸納出消費者做選擇時最重視產品條件,以幫助設計師瞭解在設計綠色產品時需注意的產品條件。
本研究結果發現,消費者選購產品時,會將產品造型、價格、品牌、規格、功能、節能省電等列入考量。其中節能省電並非必須具備的選購條件,列入考量的原因也大都為節省電費的經濟考量。建議如果能將可節省的能源換算成電費標註於網頁,或是在產品造型上加強與環保的意象結合,可提升消費者選購產品時考慮環保節能之意願。
本研究亦發現一般消費者雖然於消費時會考慮環保因素,但對於正確的環保評比標準未必清楚;且多數消費者對於產品之選購仍然以預算為優先考量。
因此對於綠色產品的推廣提出以下建議:
1.可加強消費者對於環保或節能類標章之宣導與認識,以增加消費者選購時對於環保商品時之判別能力。
2.消費者以預算為最優先考量時,所選擇之產品機種往往不具備太多之額外功能,建議可推出能源效率高之基本款機種,以符合一般消費者需求。
英文摘要 Nowadays environment-friendly notions are becoming more popular. However, though consumers agree with the idea of green attitude, they may not actually buy green products. The research focused on the connection between the consumer sustainable attitudes and the actual sustainable purchase behavior, to make a thorough inquiry of the reason of the gap between green Attitude and green Consumption.
The starting point of this research is from the consideration of product design. By observing what the most important green product conditions are, when a consumer with green attitude is buying a product, the results can help product designer establish design strategies for designing green products.
According to the research, consumer will take consider of these conditions when choosing a product: shape, price, brand, specifications, function and energy saving. However, energy saving is not a must-have purchase condition; it has been took into consideration mostly in order to save electricity. The research suggests that if energy saving amount can be converted into electricity fee and marked on the product, or strengthen environmental friendly concept on the shape of the product, will raise consumers' intention of buying green products.
The research also found out although some consumers take environmental friendly factors into account, they don't always know the proper way to evaluate whether the product is environmental friendly or not. Also most consumers take budget as their first consideration.
Hence this research made following suggestions for the promotion of green product:
(1) Education of green consumption knowledge, in order to increase consumers' awareness of environmental friendly or energy saving mark when purchasing merchandise.
(2) Most consumer take budget as their first consideration, the product models they choose usually don't have too many additional features, the research suggest company to design green products with basic function, and affordable price, to meet the demand of general consumer.
論文目次 摘 要 I
Abstract II
誌 謝 IV
摘 要 V
第一章 緒論 1
1.1研究背景 1
1.2 研究動機 4
1.3 研究目的 4
1.4研究範圍與限制 5
1.4.1受測對象 5
1.4.2受測標的物 5
1.4.3環境限制 6
1.4.4名詞定義 6
1.5研究流程 7
第二章 文獻探討 8
2.1環境行為 8
2.1.1 環境行為模式 8
2.1.2 環境行動 10
2.2消費行為 10
2.2.1問題確認 11
2.2.2資訊搜尋 12
2.2.3方案評估 13
2.2.4產品選擇 13
2.3綠色消費 14
2.3.1 綠色消費定義 14
2.3.2 綠色消費態度 15
2.4綠色產品 18
2.4.1 綠色產品定義 18
2.4.2 節能標章 19
2.4.3 能源效率等級 20
2.5文獻探討小結 21
第三章 研究方法與流程 22
3.1 實驗架構與流程 22
3.2 實驗步驟與內容 23
3.2.1 前置訪談 23
3.2.2 問卷調查 28
3.3 實驗結果與分析 31
第四章 結果分析與討論 32
4.1 描述性統計 32
4.2 冷氣機產品條件量表分析 37
4.2.1產品條件量表獨立樣本t檢定 37
4.2.2產品條件量表因素分析 39
4.2.3產品條件量表信度分析 42
4.3 環保態度量表分析 45
4.3.1環保態度量表獨立樣本t檢定 45
4.3.2環保態度量表因素分析 46
4.3.3環保態度量表信度分析 49
4.4環保態度與冷氣機消費態度之關聯 52
4.4.1集群分析:產品條件「環保因素」與「功能因素」 52
4.4.2集群分析:環保消費態度「行動支持」與「消極被動」 53
第五章 結論與建議 54
5.1 研究結果與貢獻 54
5.1.1 前測訪談 54
5.1.2 消費態度量表 55
5.1.3冷氣機消費決策 55
5.1.4環保態度量表 56
5.1.5研究貢獻 57
5.2 研究限制與後續研究建議 58
參考文獻 59
英文文獻 59
中文文獻 60
附錄 61
問卷量表 61
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Assael, H. (2004). Concumer Behavior: A Strategic Approach: Houghton Mifflin.
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Gilg, A., Barr, S., & Ford, N. (2005). Green consumption or sustainable lifestyles? Identifying the sustainable consumer. Futures, 37(6), 481-504. doi: 10.1016/j.futures.2004.10.016
Leonard, A. (2010). The Story of Stuff : how our obsession with stuff is trashing the planet, our communities, and our health - and a vision for change.
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