環境關懷和心理效益對生態標章產品購買決策之研究

The Effects of Environmental Concern and Psychological Benefit on Purchase Decision of Eco-Labels

本研究採用「生態標章產品」(Eco-labeled product)，消費者對「環境關懷」(Environmental concern)、「公益環保信念」(Utilitarian environmental benefits)以及「心理品牌效益」行為(Psychological brand benefits)探討消費者「購買意願」(Purchase intention)。並採用「品牌態度」(Brand attitude)分析影響消費行為之中介效果。統計分析採用驗證性因素分析(CFA)和結構方程模式(SEM)；實證研究之問卷回收有效樣本數為247份。分析結果指出消費者之「環境關懷」和「公益環保信念」對「購買意願」有正向影響。消費者「心理品牌效益」部份：「自我象徵性利益」以及「對大自然體驗的情感」對採購意願具正向影響；然而對維護共同環境利益具貢獻之「利他性行為」則無顯著差異。本研究統計分析結果支持「品牌態度」對生態標章商品「購買意願」之中介效果。

This study examines the possible benefits and effects of environmental concern, utilitarian environmental benefit and psychological brand benefit on eco-labels purchase intention. The total sample size was 247 respondents. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used for statistical analysis. The results demonstrate that environmental concern and utilitarian environmental benefits correlate positively with purchase intention. Further, on the psychological brand benefits perspective, although self-expressive benefits and nature experiences relate positively to purchase intention, warm glow does not have a positive correlation with purchase intention. In addition, an examination of the mediation effect in terms of Sobel t-test reveals that brand attitude is a significant mediator for the influence of environmental concern, utilitarian environmental benefits and psychological brand benefits on purchase intention. Moreover, this study provides a framework for the management of marketing activities on eco-labels and closes with a discussion of the theoretical and practical implications of the research findings.