綠色消費態度與價值研究——以馬來西亞與台灣為例

Green Consumer Attitudes and Value - A Case Study of Malaysia and Taiwan

本研究以消費價值理論為基礎，探討不同背景變項消費者綠色消費態度與綠色消費價值之差異，分析綠色消費 價值對綠色消費態度的影響，研究結果發現，消費者背景變項分別對綠色消費態度與價值有不同的影響，其中國籍、 購買環保產品、參與環保活動以及接觸環保資訊使受試者有較正向的綠色消費態度，而性別、購買環保產品、參與 環保活動以及接觸環保資訊使受試者有較正向的綠色消費價值，且綠色消費價值之功能性價值（functional value）、 社會性價值（social value）、情感性價值（emotional value）、新奇性價值（epistemic value）與情境性價值（conditional value）等五個層面能預測綠色消費態度。研究結果提供綠色行銷人員分析不同族群消費者綠色消費心理，提供企業 擬訂綠色產品設計與行銷企劃時之參考。

This study explores the difference of green consumption attitude and green consumption value among consumers with different background variables. In addition, analyzes the effect of green consumption value on green consumption attitudes. The results show that consumer background variables have different effect on green consumption attitudes and values which nationality, purchase of environmentally friendly products, participation in environmental protection activities and exposure to environmental information to subjects with a positive attitude toward green consumption. However gender, the purchase of environmentally friendly products, environmental protection activities and access to environmental information to make subjects have a positive green consumption value. Lastly, the functional value, the social value, the emotional value, the epistemic value and the conditional value of the green consumption value can be predicted green consumption attitude. The results provide the reference for enterprises to formulate the green marketing plan.