綠色產品資訊一定增加購買意願嗎？以輕忽道德與綠色知曉的調節式中介效果為例

Does Green Product Information Always Increase Purchase Intention? A Moderated Mediation Model of Amorality and Green Awareness

研究目的：商品文案中的綠色資訊大多並非單獨呈現，而是鑲嵌在一般功能性的文案之中。在 混合一般資訊與綠色資訊下，消費者的購買行為是否會受到產品的綠色資訊影響。 研究設計：本研究進行三個獨立的實驗來驗證假說。 研究結果：本研究發現綠色環保訴求對消費者購買意願的影響，是經由消費者對產品資訊的綠 色知曉所中介，而消費者的綠色知曉受到其道德感所調節影響。我們另外也發現消費者的 輕忽道德傾向調節綠色知曉在綠色環保訴求與購買意願間的中介效果。 研究限制：實驗產品皆為功能型產品，但體驗型產品可能會因為有綠色環保特性有其他感受。 實務意涵：雖然廠商需注意廣告呈現的方式，以強化消費者能察覺到廣告中加入的綠色環保資 訊。但廠商也要注意有些輕忽道德的消費者不會完全正確詮釋商品的綠色資訊。 價值：本研究發現綠色產品資訊不一定增加購買意願，會受到消費者的認知與其道德感所影響。

Purpose- In most copywriting, green information for the product is not presented alone, but mixed with general functional description. This study aims to examine whether consumers' purchasing behavior will be affected by the green information when green information is mixed with general information. Design/methodology/approach- Three independent experiments are conducted to test our hypotheses. Findings- This study concludes that consumers' green awareness mediates the impact of green product information on purchase intention; whereas consumers' amorality moderates their awareness of green information. Furthermore, consumers' amorality moderates the mediation effect between green products and purchase intention. Research limitations- All the products used in these experiments are functional products. Participants may have different feelings towards experience-based products because of their green features. Practical implications- Vendors shall notice how advertisements are presented to reinforce green information for consumers to perceive though, they shall also be aware that some amoral consumers may not correctly understand the green product information. Value- This study discovers that green product information does not necessarily increase purchase intention, but is affected by consumers' awareness and morality.