系統識別號 | U0002-0802202104495700 |
---|---|
DOI | 10.6846/TKU.2021.00188 |
論文名稱(中文) | 消費者對漂綠產品的認知能力及購買意願 |
論文名稱(英文) | Consumers’ perceived ability to identify greenwashed products and their willingness to pay for them |
第三語言論文名稱 | 消費者對漂綠產品的認知能力及購買意願 |
校院名稱 | 淡江大學 |
系所名稱(中文) | 經營管理全英語碩士學位學程 |
系所名稱(英文) | Master's Program in Business and Management (English-Taught Program) |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 109 |
學期 | 1 |
出版年 | 110 |
研究生(中文) | 江俊彥 |
研究生(英文) | James Forster |
學號 | 608585286 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2021-01-08 |
論文頁數 | 68頁 |
口試委員 |
指導教授
-
何嘉玲(karenchialing@gmail.com)
共同指導教授 - 李培齊(100679@mail.tku.edu.tw) 委員 - 鍾孟達(bayesmojo@gmail.com) 委員 - 溫丹瑋(marian.wen@gmail.com) 委員 - 何嘉玲(karenchialing@gmail.com) |
關鍵字(中) |
綠色營銷 綠色清洗觀念 綠色購買意圖 綠色關注 綠色廣告懷疑論 支付溢價的意願 |
關鍵字(英) |
green marketing greenwashing perceptions green purchase intentions green concern green advertising skepticism willingness to pay a premium |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
由於對環境的日益關注,消費者希望購買綠色產品,因此公司正在採用綠色營銷策略。但是,為了獲得市場份額,一些公司選擇對廣告進行粉飾。這是關於綠色績效的主張勝過實質性事實的時候。在態度-行為-語境理論的基礎上,本研究研究了綠色廣告的懷疑論和綠色關注所緩和的綠色洗滌觀念與綠色購買意圖之間的關係。此外,由於購買環保產品的相關成本較高,因此它評估了遵循綠色購買意圖支付溢價的意願。在背包上進行的問卷調查吸引了來自亞洲,歐洲和北美的247位受訪者。使用PROCESS進行的結構方程模型建模和中介調節分析(Hayes,2013年)顯示,人們對綠色洗滌的看法負面地預測了綠色購買意圖,並且這種影響不是由綠色廣告懷疑論調解的,也不是由綠色關注引起的。此外,綠色購買意願是支付溢價意願的有力預測指標。總體而言,這些發現為未開發的綠色洗滌觀念與綠色消費者購買行為之間的關係增加了理論價值。它還為公司提供了實質性的全球化證據,表明廣告中的綠色清洗會對產品銷售產生不利影響。 |
英文摘要 |
Companies are adopting green marketing strategies as consumers are looking to purchase green products due to growing concerns for the environment. However, to gain market share, some firms opt to greenwash in advertisements. This is when claims regarding green performance outweigh the substantive truth. Underpinned by the attitude-behaviour-context theory, this study examines the relationship between greenwashing perceptions and green purchasing intentions as mediated by green advertising skepticism and moderated by green concern. Also, due to the higher costs associated with purchasing environmentally-friendly products, it assesses willingness to pay a premium following green purchasing intentions. A questionnaire survey on a backpack yielded 247 respondents across Asia, Europe and North America. Structural equation modelling and mediation moderation analysis using PROCESS (Hayes, 2013) reveal that greenwashing perceptions negatively predict green purchasing intentions and this effect is not mediated by green advertising skepticism or moderated by green concern. Additionally, green purchasing intentions are a strong predictor of willingness to pay a premium. Overall, these findings add theoretical value to the under-explored relationship between greenwashing perceptions and green consumer purchasing behaviours. It also provides substantive globalized evidence for companies showing that greenwashing in advertising has detrimental effects on product sales. |
第三語言摘要 | |
論文目次 |
1. Introduction and Literature Review 7 2. Hypothesis formulation and research framework 15 3. Methodology and measurements 22 4. Results 29 5. Discussion 38 6. References 44 7. Appendices 55 |
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