| 摘要: | 本研究是針對台灣內衣產業,探討綠色品牌形象與消費者採用意願間之關係,藉研究之結果可做為內衣品牌在綠色產品的產品策略及行銷規劃之參考。國際社會為因應環境變遷而積極推動永續發展,有鑑於綠色趨勢逐漸形成,綠色品牌形象跟隨時代演變逐步形成,進而在法規的要求與市場的驅動下,綠色標章可用於辨識綠色環保的產品,讓環境友善的設計被更多人看見。據研究中發現消費者綠色意識與實際行為間的落差,因此了解消費者的購物考量與影響消費者採用意願的因素,是讓綠色產品更加符合消費者所需,以提升綠色產品競爭能力的途徑。本研究是透過電子問卷的方式,以居住於台灣北部雙北區(台北市/新北市)且近兩年有購買過環保型內衣(褲)產品之消費者進行問卷填答。總共寄發了 261 份問卷總共有效問卷為 247 份,研究結果顯示,綠色品牌形象與消費者採用意願之間呈現正相關。綠色品牌形象與綠色口碑之間呈現正相關。綠色口碑與消費者採用意願之間呈現正相關。而綠色口碑對於綠色品牌形象與消費者採用意願具中介效果。因此本研究之四個研究假說都獲得支持。根據研究結果提出管理之意涵與未來研究建議。
This study is aimed at Taiwan's underwear industry to explore the relationship
between green brand image and consumer adoption intention. The results of the study can
be used as a reference for underwear brands' product strategies and marketing planning
for green products. In response to environmental changes, the international community is
actively promoting sustainable development. In view of the gradual formation of green
trends, green brand images have gradually formed with the evolution of the times. Driven
by regulatory requirements and market forces, green labels can be used to identify green
and environmentally friendly products. , allowing environmentally friendly designs to be
seen by more people. According to research, there is a gap between consumers' green
awareness and actual behavior. Therefore, understanding consumers' shopping
considerations and factors that affect consumers' purchase intentions is a way to make
green products more in line with consumers' needs and improve the competitiveness of
green products.
This study uses an electronic questionnaire to fill in the questionnaires among
consumers who live in Shuangbei District (Taipei City/New Taipei City) in northern
Taiwan and have purchased environmentally friendly underwear (pants) products in the
past two years. A total of 261 questionnaires were sent and a total of 247 valid
questionnaires were sent. The research results show that there is a positive correlation
between green brand image and green purchase intention.
There is a positive correlation between green brand image and green reputation. There is a positive correlation between
green word-of-mouth and purchase intention. Green word-of-mouth has a mediating
effect on green brand image and purchase intention. Therefore, the four research
hypotheses of this study are supported. Based on the research results, management
implications and future research suggestions are proposed. |
