永續葡萄酒負責任消費行為之研究

Abstract

現代消費者除了健康及環保意識的提升，對農業、食品生產在永續(sustainability)理念實踐的關注程度也日益增加，因此在其消費、購買商品或服務時，會選擇符合人類健康及環境福祉的商品。為了符合消費者對葡萄酒的期待，葡萄酒行業長期致力於促進社會永續發展，關注的議題包括了環境層面、社會及經濟層面，國際葡萄與葡萄酒組織(International Organisation of Vine and Wine, OIV)將永續葡萄定義為「葡萄生產及加工系統規模的全球戰略」，期望永續葡萄能從經濟和環境角度促進永續發展以及歷史、文化和美學方面的提升，由此可見葡萄酒產業的經營策略已經轉向為更環保、更符合社會道德的理念實踐。 本研究之基本行為理論架構為Alphabet理論，以價值信念規範理論(Value-Belief-Norm, VBN)及態度-行為-情境理論(Attitude-Behavior-Context, ABC)為基礎，並加入訊息搜索以及知識等前置因子以連結消費者態度、情境及其購買意圖之間的關係。實證結果發現，消費者的態度形成決定於價值觀、信念、規範、訊息搜索、知識、價格與綠色信任，而消費者的購買意圖則受到態度及感知價格、綠色信任等情境因素所影響。此外，消費者對永續葡萄酒的態度在知識、個人規範、感知價格、綠色信任與永續葡萄酒購買意圖的關係中扮演著中介的角色。本研究針對性別、世代差異、收入及教育程度的消費者進行偏最小平方多群組分析(Partial Least Squares Multi-Group Analysis，PLS-MGA)，研究結果顯示，性別在個人規範與態度之間具有顯著的調節效果，女性相較於男性在個人規範對態度的影響更大。世代差異亦在態度與購買意圖之間具有顯著調節效果，相較於Y、Z世代來說，X世代的態度對於購買意圖會產生更強烈的影響。此外，本研究亦發現，收入的差異在感知價格對態度的影響下具有調節效果。 在實證方法上，本研究亦搭配計量經濟模型的使用，先應用序列機率(ordered probit)模型分析社會經濟背景與知識、態度、情境等心理構面因子是否影響國人的永續葡萄酒購買意圖，再以Tobit模型檢視願付溢價(willingness to pay a premium)的影響因子。本研究發現，男性、高月收入與軍公教職業之消費者有較高的購買意圖；高購買意圖、高月收入族群、職業為軍公教業與農業的消費者則更願意為永續葡萄酒支付溢價。本研究建議永續葡萄酒零售商鎖定男性、高收入族群與軍公教業者為目標客群，以與傳統葡萄酒有市場區隔，並使永續葡萄酒能夠更為普及，成為符合當代價值理念的商品。 過往Alphabet理論多以文獻回顧的方式來說明其基本概念，並無以此行為理論為基礎，檢視心理構面與綠色或永續消費行為之間關係的實證研究，本文除了是首篇利用Alphabet理論來驗證永續商品消費行為意圖前置因子的研究之外，亦在Alphabet理論的行為架構下，檢視國人對於永續葡萄酒的願付溢價之影響因素。本文之研究結果亦可提供臺灣酒商對於永續葡萄酒在臺灣的推廣、銷售及定價策略之考量。

Modern consumers, in addition to an increased awareness of health and environmental consciousness, are showing a growing interest in the agricultural and food production sectors'' implementation of sustainable practices. Consequently, they opt for goods that align with human health and environmental well-being when making purchasing decisions. To meet consumer expectations regarding wine, the wine industry has long been committed to promoting social sustainability, focusing on environmental, social, and economic aspects. The International Organisation of Vine and Wine (OIV) defines sustainable grapes as a ''global strategy for grape production and processing systems,'' aiming for sustainable grapes to promote sustainable development economically and environmentally while enhancing historical, cultural, and aesthetic dimensions. This shift underscores the wine industry''s strategic shift toward a more environmentally friendly and socially responsible aspect. This study uses the Alphabet Theory to explore how consumer attitudes and purchase intentions relate to values, beliefs, and green trust. Attitudes toward sustainable wine act as a link between knowledge, personal norms, price perception, green trust, and purchasing intentions. Through PLS-MGA, it''s observed that gender affects the connection between personal norms and attitudes, with women showing a stronger influence. Generational differences also matter, impacting how attitudes shape purchase intentions among different age groups. Furthermore, income differences affect how price perception influences attitudes. Methodologically speaking, this study incorporates the use of econometric models. It applies an ordered probit model to analyze whether sociodemographic backgrounds and psychological constructs such as knowledge, attitudes, and situations affect people''s intentions to purchase sustainable wine. It further employs a Tobit model to examine the factors affecting willingness to pay a premium. The study finds that male consumers, those with higher monthly incomes, and individuals in military or government professions exhibit higher purchase intentions. Groups with higher purchase intentions, higher monthly incomes, and professions in the military, government, or agriculture are more willing to pay a premium for sustainable wine. Consequently, the study recommends sustainable wine producers and retailers target male consumers, high-income groups, and military or government professionals for precision marketing and continuous promotion, aiming to make sustainable wine more widespread and align it with contemporary value ideals. Traditionally, Alphabet Theory has been reviewed in literature without using it as a basis for empirical research examining the relationship between psychological constructs and green or sustainable consumption behavior. Apart from being the first study to validate sustainable product consumption behavior using Alphabet Theory, this paper examines the factors influencing attitudes towards sustainable wine and willingness to pay a premium for it within the behavior framework of Alphabet Theory. The research findings can provide insights for Taiwanese wine merchants regarding the promotion, sales, and pricing strategies of sustainable wine in Taiwan.