| 摘要: | 本研究探討消費者對於購買綠色產品的購買意願，如何受到綠色品牌的知識和消費者的環保知識、態度與行為的影響，問卷以購買電動機車為例。研究探討這三者之間的相互作用，旨在提供企業具體而有效的環保策略，鼓勵消費者積極選擇購買綠色產品。研究還深入探討了在綠色品牌知識的背景下，品牌知名度和品牌形象的重要性，以及兩者如何影響消費者對於綠色產品的購買意願。研究結果顯示，雖然消費者的環保知識和行為對於綠色產品購買意願有一定程度的影響，但是消費者的環保知識、態度和行為並未能顯著調節綠色品牌知識與綠色產品購買意願之關係。研究的結論提出了對產品企業和銷售人員的管理建議，為實現可持續的綠色經營提供參考策略。
In this study, we explore how consumers' willingness to purchase green products is influenced by their knowledge of green brands, as well as their environmental knowledge, attitudes, and behaviors. The survey focuses on the purchase of electric scooters as a case example. This research examines the interactions between these factors to provide businesses with specific and effective environmental strategies that encourage consumers to actively choose green products. Additionally, the study delves into the importance of brand awareness and brand image in the context of green brand knowledge, and how these elements affect consumers' willingness to purchase green products. The findings indicate that while consumers' environmental knowledge and behaviors have some impact on their willingness to purchase green products, these factors do not significantly moderate the relationship between green brand knowledge and the willingness to purchase green products. The conclusions of the study offer management recommendations for product companies and sales personnel, providing strategic insights for achieving sustainable green business operations. |
