分析綠色品牌情感與綠色品牌個性對綠色購買意願之影響──環保情感承諾之中介效果

TO ANALYZE THE INFLUENCE OF GREEN BRAND AFFECT AND GREEN BRAND PERSONALITY ON GREEN PURCHASE INTENTION - THE MEDIATION EFFECT OF ENVIRONMENTAL AFFECTIVE COMMITMENT

現今環保及綠色相關議題已直接影響到消費者的購買意願，許多企業希望透過建立其綠色品牌來吸引更多的消費者購買其產品，過去雖然有許多對於綠色品牌的研究，但對於可能影響消費者購買意願的品牌情感、品牌個性以及環保情感承諾尚無整合歸納探討，故本研究就其研究缺口做進一步探討。本研究以臺灣消費者為樣本，綠色品牌情感及綠色品牌為前置變項，環保情感承諾為中介變項，綠色購買意願為結果變項，結果發現：綠色品牌情感對環保情感承諾及綠色購買意願有正面影響；環保情感承諾對於綠色購買意願有正面影響；綠色品牌個性對於環保情感承諾有正面影響；而環保情感承諾在綠色品牌個性與綠色購買意願之間具完全中介效果，因此，當消費者對其綠色品牌有所信賴產生的正面情感與評價，會影響其購買意願，而企業在增加其綠色品牌的個性及吸引力的同時，亦須強化消費者對於環保的情感承諾來增加認同，才能讓消費者願意透過該品牌產品來展現其個性，增加其購買綠色產品的意願。

Nowadays, environmental protection and green-related issues have directly affected the purchase intentions of consumers. Many enterprises hope to attract more consumers to buy their products by establishing their green brands. Although there have been many studies on green brands in the past, there is no integrated discussion on green brand affect, green brand personality, and environmental affective commitment that may affect consumers’ purchase intentions. The study took Taiwanese consumers as a sample, with green brand affect and green brand personality as the pre-variables, environmental affective commitment as the intermediary variable, and green purchase intention as the result variable to fill research gaps. The results found that: (1)Green brand affect has a positive impact on environmental affective commitment and green purchase intention; (2)Environmental affective commitment has a positive impact on green purchase intention; (3)Green brand personality has a positive impact on environmental affective commitment; (4)Environmental affective commitment has a complete intermediary effect between the green brand personality and the green purchase intention. Therefore, when consumers have positive emotions and comments on the green brands, they will affect their willingness to purchase. Accordingly, while companies increase the personality and attractiveness of their green brands, they must also strengthen consumers' environmental affective commitment to increase recognition. In this way, the consumers would be willing to show their personality through the brand products and increase their willingness to buy green products.