| 摘要: | 綠色消費主義為國際消費趨勢，消費者願意購買對環境衝擊小的產品意願提升，本研究旨在探討有機豆漿消費者的綠色消費認知、知覺價值與購買意願之現況，並了解曾經買過有機豆漿消費者的不同背景變項與消費情形在綠色消費認知、知覺價值與購買意願的差異性、相關性、預測力及知覺價值的中介效果。採取立意抽様方式進行問卷調查法，以大台北地區為主，研究工具包含「個人背景資料與消費情形」、「綠色消費認知量表」、「知覺價值量表」、「購買意願量表」四部分。
本研究以425位曾經買過有機豆漿的消費者為様本，以SPSS 21進行資料分析。研究發現，消費者多以中年女性為主，最主要購買有機豆漿動機為「比較養生健康」佔最多數，其次是「友善土地，對環境有保護」； 而以經常消費(平均1~2個星期消費一次)為最多數的消費頻率。受試者個人背景變項與消費情形在綠色消費認知、知覺價值與購買意願具有部分顯著差異。綠色消費認知、知覺價值與購買意願之間有顯著相關性。受試者綠色消費認知、知覺價值對購買意願具有預測力。最後，受試者的知覺價值在綠色消費認知與購買意願之間具有部分中介效果。
本研究發現有機豆漿消費者很重視產品具有環保標章，建議業者必須強調有機豆漿具有政府認證的有機農產品標章、品質有保障，進而做出市場區隔，提高有機豆漿的高品質形象，增強知覺價值，正向影響購買意願。
Green consumerism is an international consumption trend, and consumers are willing to buy products with little impact on the environment. The purpose of this study is to investigate the current status on the cognition of green consumption, perceived value, and purchase intention of organic soy milk consumers and to understand the differences in these three factors among consumers who have bought organic soy milk before via different background variables and consumer behavior, as well as the correlation between them, their predictive ability, and the mediating effect of perceived value. An survey was conducted via a purposive sampling method focusing on the Taipei Metro Area, and the research instruments consisted of four parts: Personal Background Information and Consumer Circumstances, Cognition of Green Consumption Scale, Perceived Value Scale, and Purchase Intention Scale.
In this study, 425 consumers who have bought organic soymilk before were chosen as the sample with SPSS 21 used to analyze the data. The results of the study revealed that most of the consumers were middle-aged women, and the primary motivation for buying organic soymilk was that it was "more nourishing and healthier" followed by "eco-friendly and kind to the earth," with a consumption rate of once every 1-2 weeks on average being the most frequent. The results of this study are as follows: First, there are significant differences in the cognition of green consumption, perceived value, and purchase intention among organic soymilk consumers depending on personal background variables and consumer behavior. Next, there is a significant correlation between the cognition of green consumption, perceived value, and purchase intention of organic soymilk consumers. Following that, the cognition of green consumption and perceived value of organic soymilk consumers have a predictive ability on purchase intention. Finally, the perceived value of organic soymilk consumers has a partial mediating effect between the and purchase intention.
The study found that consumers of organic soymilk value products with environmental labels, and it is recommended that the industry must emphasize that organic soymilk has the「 TAIWAN ORGANIC」label and the quality is guaranteed, and then establish market segmentation to improve the high-quality image of organic soymilk. Enhance perceived value and positively affect purchase intention. |
