||A Study on the Impact of Green Consumption Attitude, Green Design, and Warranty on Purchase Intention and Price Consumers are Willing to Pay for Non-Electric Thermo Products
||Institute of International Management (IIMBA--Master)(on the job class)
Green Consumption Attitude
Price Consumers are Willing to Pay
Non-electric Thermo Products
在日常生活中,永續性議題一值被廣泛的討論, 然而大部份的文獻多專注在於供應鏈, 綠色消費行為, 綠色行銷等主題的研究, 部份探討消費者購買意願的文獻也大多著重在服裝,電器以及綠色手機等產業, 既未涉及到非插電式保溫產品的領域,也不曾同時比較綠色變數（如消費者的綠色消費態度,產品的綠色設計）及一般產品特性（如價格及保固）對消費者購買意願的影響.
本論文的目的在於探討綠色消費態度, 綠色設計, 價格, 以及保固等因素對購買意願的影響以及與購買意願之間的關聯性. 為了更瞭解變數與購買意願間的關聯性, 本論文分發一份包含34項問題的問卷來測試消費者, 並採用多元迴歸分析法針對所回收的386份問卷進行分析.
本研究結果顯示,綠色消費態度,綠色設計,以及保固對消費者的購買意願有顯著性及正面的影響, 並導出幾個結論：（1）當其他綠色概念及環保議題涉入時,價格不是消費者購買非插電式保溫產品的優先考量. （2）消費者願意以較高的價格支付具有綠色設計特性的非插電式保溫產品, 而具有綠色設計特性的非插電式保溫產品的零售價可以比一般產品高出三到四成. 這之間的差異性主要取決於產品的特性.（3）當消費者決定購買時, 綠色的產品特性,比起消費者本身的綠色態度扮演著更重要的角色.（4）保固會影響消費者的購買意願. 對非插電式保溫產品的消費者而言, 超過半數以上會滿足於產品全零件的三年保固.（5）回饋金政策會吸引消費者自備容器購買飲料. 當回饋金額到達新台幣五元時, 超過半數以上的受訪者願意自備容器購買飲料.
Sustainability is widely and frequently discussed in everyday life. Most existing research mainly emphasizes supply chain management, green consumer behavior, green marketing, and consumers’ purchase intentions in business related to products, such as garments, electronic products, and green mobile phones. These studies neither delve into the field of non-electric thermo products, nor compare the influence of green factors (such as green consumption attitude from consumers, green design for products), and general product attributes (such as price and warranty) on consumers’ purchase intentions.
The purpose of this study is to explore the correlation and influence of green consumption attitude, green design, price, and warranty on purchase intention. In order to obtain better understanding of the correlation between these factors and purchase intention, a 34-item questionnaire was distributed to consumers, and multiple regression analysis is adopted to analyze the data, which was collected from 386 respondents.
The results of the present study indicate that green consumption attitude, green design, and warranty significantly and positively impact customers’ purchase intentions and point to several conclusions: (1) Price is not the top priority for consumers when purchasing non-electric thermo products when green concepts and environmental friendly issues are involved. (2) Consumers are willing to pay a higher price for green designed non-electric thermo products than regular ones. The retail price of green designed products can range from 30% to 40% higher than ordinary products. The price difference is mainly dependent on the product’s attributes. (3) Green products’ attributes play more important roles than consumers’ green attitude in consumers’ decision-making for purchase. (4) Warranty has impacts on consumers’ purchase intention. For consumers of non-electric thermo products, more than half of consumers are satisfied with a 3-year warranty for all parts of products. (5) The refund policy will encourage consumers to carry their own containers when buying beverage. More than half respondents will use their own containers while buying a drink for a refund of NT$ 5.
TABLE OF CONTENTS
TABLE OF CONTENTS VII
LIST OF TABLES X
LIST OF FIGURES XIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Objective. 2
1.3 Scope of the Study. 3
1.4 Research Program. 4
CHAPTER TWO LITERATURE REVIEW 5
2.1 Sustainability. 5
2.2 Product Attribute. 9
2.3 Green Consumption Attitude. 10
2.4 Green Design. 10
2.5 Life-Cycle Design. 12
2.5.1 Easy Disassembly. 14
2.5.2 Renewable Materials. 15
2.6 Purchase Intention. 17
2.7 Price. 19
2.7.1 Refund policy 21
2.8 Warranty. 21
2.9 Research Direction. 22
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 25
3.1 Research Design. 25
3.2 The Research Framework. 26
3.3 Construct Measurement. 26
3.3.1 Green Consumption Attitude. 26
3.3.2 Green Design. 27
3.3.3 Purchase Intention 28
3.3.4 Price. 29
3.3.5 Warranty. 29
3.4 Hypothesis to be tested. 30
3.5 Questionnaire Design. 30
3.6 Sampling Plan. 31
3.7 Methodology. 31
3.7.1 Descriptive Statistical Analysis. 32
3.7.2 Factor Analysis and Reliability of the Variables. 32
3.7.3 Multiple Regression Analysis. 32
3.7.4 Paired-Samples T-Test and One-Way ANOVA. 34
CHAPTER FOUR RESEARCH RESULTS 35
4.1 Data Collection. 35
4.2 Characteristics of Respondents. 36
4.3 Measurement Results for Relevant Research Variables. 37
4.4 Factor Analysis. 43
4.5 Reliability Test. 48
4.6 Multiple Regression Analysis. 53
4.7 Purchase Intention Among Different Product Attributes. 57
4.8 Price Consumers are Willing to Pay. 58
4.9 Refund Policy and Warranty. 60
4.9.1 Refund Policy. 60
4.9.2 Warranty. 61
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 63
5.1 Research Conclusions and Discussion. 63
5.2 Practical Experience and Attainment. 65
5.2.1 Chine Lee Industrial Ltd. Co.-A Manufacture of Non-Electric Thermo Products. 65
5.2.2 New Challenges. 66
5.2.3 Sustainability-Oriented Products. 68
5.3 Research Contributions and Implications. 68
5.3.1 Academic Contribution. 69
5.3.2 Suggestions for manufactures of non-electric thermo products. 70
5.3.3 Contributions for government policy. 70
5.4 Limitations and Further Research Directions. 70
Appendix 1: 77
Appendix 2: 83
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