產品包裝與知覺價值對綠色購買意圖的影響－－以燕窩禮盒包裝為例

The Impact of Packaging and Perceived Value on Green Purchase Intentions for Gift Box

包裝是直接接觸消費者的行銷工具，也是消費者考慮是否購買產品時的重要因素。知覺價值是透過消費者在消費過程或得到產品過程的感受，對產品整體性評估。台灣在限制產品過度包裝法規中規定並管制對象有五大類，加工食品禮盒為其中一類。但是在現行臺灣消費習慣下，燕窩產品在加工食品禮盒市場中占有不可或缺的地位。因此本研究以燕窩是不環保的既定印象下的燕窩禮盒為例，藉由實驗法，讓受測者在實驗情境下透過問卷，探討行銷類似產品時，在今日消費者環保意識高漲趨勢下，是否能透過包裝的改變來影響消費者及其綠色購買意圖。研究中採用便利抽樣的方式來發放問卷，共發放337份，扣除無效問卷總計315份。經由統計分析結果，發現受測者對於產品是否為過度包裝的環保議題雖重視，但包裝所呈現的知覺價值才是消費者在產品包裝與知覺價值交互作用相乘下購買決策中的重要因素，故企業在包裝上除符合政府的環保法規外，更應該加強產品的包裝知覺價值，進而影響消費者的購物決策。 Packaging is not only the marketing tool for the first sight of customer but also is an important factor. Perceived value results from an evaluation of the relative rewards and sacrifices associated with the offering. Packaging is mainly divided into commercial packaging and industrial packaging. This study takes the boxed gift in commercial packaging as an example. This research utilized an experimentation methodology to design over-package(A) and package(B) questionnaire. Allow respondents to fill in the stimulator A and stimulator B questionnaire in the experimental guidance. To discuss packaging and perceived value influence to green purchase intention. In total, 337 copies of questionnaires were collected, and 315 valid questionnaires. The result found although respondents take cares of environmental protection issue, more cares of perceived value is an important factor in the purchase decision of the consumer when product packaging and perceived value interact each other. Suggests enterprise when improve packaging. In addition to complying with government environmental regulations, perceived value of products should be strengthened.