綠色行銷策略如何增加零售場景的購買意願？企業形象觀點

How Does Green Marketing Awareness Impact on Purchase Intention in the Retail Setting? The Perspective of Corporate Image

綠色行銷策略已知可提升消費者對企業與產品的知覺、以及購買意願，然而，對於企業綠色行銷的策略(讓消費者知曉綠色行銷活動)如何造成這樣的影響，仍少研究使用理論的角度來解釋之，未能良善地引導投入於綠色行銷資源的配置，是一個研究上的缺口。因此，本研究使用企業社會責任與產品形象來建構一個理論模式，來解釋企業的綠色行銷策略(讓消費者知曉綠色行銷活動)如何影響消費者的購買意願。本研究為一個田野調查，針對一家在台灣以綠色產品著稱之國際企業的到店消費者進行調查。本研究採用結構方程模式來檢測此架構，分析結果指出消費者知曉綠色行銷活動有助於消費者對產品可及性、企業社會責任、以及產品形象的評估而這些正向的評估又進一步提升購買意願。本研究是首先使用這些因素來探討消費者知曉綠色行銷策略如何影響其購買意願的研究之一。本研究的結果也提供管理者學術上的見解，引導管理者綠色行銷活動的設計，期能有效地提升消費者購買綠色產品的行為。

 

Green marketing strategy was known for its impact on consumers’ perceptions on the firms, products, and purchase intention. However, insufficient theoretical underpinnings were utilized for explaining how firms’ strategic green marketing efforts perceived by consumers (i.e., green marketing awareness) impact consumers’ purchase intention, restraining the allocation effectiveness of green marketing resources, indicating a research gap. Therefore, this study used corporate social responsbility and product image to construct a framework to explain how firms’ green marketing strategic efforts perceived by consumers (i.e., green marketing awareness) impacts consumers’ purchase intention. This is a field survey study which targeted to the shoppers who entered or shopped at a famous green retailing store in Taiwan. Structural equation modeling was used for testing the framework. Green marketing awareness is positively related to the evaluations on product accessibility, corporate social responsibility, and product image. Such evaluations are positively related to purchase intention. This study is one of the first using these elements to explain how green marketing awareness impacts purchase intention. This study also provides insights for managers to guide strategic green marketing efforts, thus can effectively encourage purchase behavior among consumers.