| 摘要: | 因過去工業的蓬勃發展，導致地球生態環境日益嚴重地被破壞，以及地球資源逐漸的桔竭，世界各國也開始意識到環境保護的問題，並且自1960年來消費者自覺閉始萌芽，到近年來消費者環保意識的高漲，綠色行銷逐漸受消費者與廠商所重視，消費者除對產品品質的重視外，也開始注意產品對環境的影響，因此本研究以台北市的消費者為研究對象，將相關文獻資料作分析探討，設計出問卷，再使用Torgerson等級判定法，對所收集到的問卷資料作分析，目的在了解，消費者對環保紡織品之綠色消費行為，其認知程度與重視因素，並了解不同顧客消費層之綠色消費認知及綠色消費行為之差異。由實驗結果顯示，消費者在購買環保紡織品時對於產品的品質及售後服務有較高之刺激表現，而在環境保護認知程度上，明顯比綠色產品認知、綠色消費行為認知有較高之刺激表現，亦即顯示出消費者雖有環保概念，但卻無實際的行動去了解綠色產品與實踐綠色消費。另外在以女性、31-40歲、已婚或收入在5-6萬間之消費者，有較高之綠色消費行為表現與綠色消費認知，顯示台北市此顧客消費層對於環境保護有較高之認知程度，此結果亦在其購買環保紡織品的綠色消費行為上，對於產品品質及售後服務亦有較高之重視程度。
Because of the past industry vigorous development, caused the Earth ecological environment seriously to destroy day by day, as well as earth resource gradual drying up, the various countries also started to realize the environmental protection the question, and the consumer on own initiative started the seed from 1960, to recent years consumer environmental protection consciousness surging upward, the green marketing gradually received the consumer and the merchant takes, consumer besides to product quality value, also started to pay attention to the product to the environment influence, therefore this research take Taibei's consumer as the research object, will be connected the literature material to make the analysis discussion, designed asks the volume, again used the Torgerson rank criterion, To collects asked the volume material makes the analysis, the goal was understanding, consumer to green of expense behavior environmental protection textile, Its cognition degree with takes the factor, and the understanding different customer expends green of expense cognition and difference of the green expense behavior the level. Demonstrated by the experimental result, consumer when purchase environmental protection textile has high regarding [product quality and post-sale service] stimulates the performance, but in [environmental protection cognition] in the degree, obviously [green expense behavior cognition] has compared to [green product cognition] high stimulates the performance, that is demonstrates the consumer although to have the environmental protection concept, but actually the not actual motion understands the green product and the practice green expense. Moreover in by female, 31-40 year old, married or income in 5-6 ten thousand between consumers, has the higher green expense behavior performance and the green expense cognition, display console north market this customer expends the level to have the higher cognition degree regarding the environmental protection, this result also in its purchase environmental protection textile green expense behavior, also has regarding "the product quality and the post-sale service" high takes the degree. |
