消費者綠色消費意識對知覺犧牲、知覺利益與購買意圖關係上的干擾效果—以品牌產品的空瓶回收獎勵活動為例

"The Moderating Effect of Green Consumerism Con-sciousness on the Relationship of Perceived Sacrifice, Perceived Benefit, and Purchase Intention—The Con-text of In-Store Product Recycling Programs"

近年來民眾意識到環境破壞日益嚴重，因而重視環境保護，並且開始採行綠色消費。本研究目的在探討消費者在參與品牌產品空瓶回收獎勵活動時，不同綠色消費意識如何干擾其知覺利益與犧牲、綠色消費態度與購買意圖間的關係。本研究採問卷調查法，回收441份問卷後分析發現：(1)綠色消費意識強弱，會干擾消費者參與品牌產品空瓶回收獎勵活動之知覺犧牲與知覺利益經由綠色消費態度與其購買意圖構成的關係。(2)綠色消費意識強弱，會干擾消費者參與品牌產品空瓶回收獎勵活動之知覺犧牲與其綠色消費態度的關係。(3)綠色消費意識強弱，會干擾消費者參與品牌產品空瓶回收獎勵活動知覺利益之知識利益與綠色消費態度的關係。(4)綠色消費意識強弱，會干擾消費者參與品牌產品空瓶回收獎勵活動知覺利益之情感利益與綠色消費態度的關係。

"Awareness of the deterioration of the environment has raised the issue of environmental protection, which in turn has developed green consumption. The purpose of this paper is to apply the context of in-store product recycling programs into the moderating effect of green consumerism consciousness on the relationship of perceived sacrifice, perceived benefit, and purchase intention. A survey was conducted and 441 questionnaires were collected. The findings were: (1) green consumerism consciousness had moderating effect on the relationship of perceived sacrifice, perceived benefit, attitude, and purchase intention under in-store product recycling programs. (2) Green consumerism consciousness had moderating effect on the relationship between perceived sacrifice and attitude under in-store product recycling programs. (3) Green consumerism consciousness had moderating effect on the relationship between knowledge value (one element of perceived benefit) and attitude under in-store product recycling programs. (4) Green consumerism consciousness had moderating effect on the relationship between emotion value (one element of perceived benefit) and attitude under in-store product recycling programs."