以擴展的 TPB 理論探討臺灣消費者對綠色快速消費品的願付溢價

Abstract

隨著環保意識的提高，產官學各界愈發重視永續發展，消費者對綠色、可持續和環保產品的需求也日益增加。綠色產品是指對環境影響較小的產品，如減少塑膠包裝、使用可再生材料或節能設計等，這些產品在市場上越來越受歡迎。

快速消費品（FMCG）產業是全球最大且最具影響力的產業之一，長期以來扮演著重要角色。產品類別包括食品、飲料、個人及家庭護理與清潔用品等，均是消費者日常生活中不可或缺且須頻繁購買的產品，因此研究綠色快速消費品具有重要意義。

本研究之研究目的為探討相對於一般產品，消費者願意為綠色產品願意多付多少溢價以支持永續轉型，以及研究消費者對於綠色產品的願付溢價受到哪些因素影響。主要研究對象為一般臺灣消費者，採用便利抽樣法來收集問卷資訊，共回收有效問卷 359 份。

研究結果顯示，現今消費者對綠色產品已有高度認識，並願意支付溢價來實現永續願景，尤其在較高單價、較精緻的產品類別更為明顯。消費者的態度、知覺行為控制、無私價值觀和認證標章認知對願付溢價均有正向影響。建議企業加強綠色產品行銷、提供多樣化綠色產品選擇以及積極取得國家級標章認證，以取得消費者信任，有銷推廣綠色產品，並提升消費者的願付溢價。

With the rise in environmental awareness, sustainable development is gaining increased attention across various sectors, including industry, government, and academia.Consumers are also showing a growing demand for green, sustainable, and environmentally friendly products. Green products are those that have a minimal impact on the environment, such as those that reduce plastic packaging, use renewable materials, or incorporate energy-saving designs, which are becoming increasingly popular in the market.

The Fast-Moving Consumer Goods (FMCG) industry is one of the largest and most influential industries globally, playing a crucial role for a long time. Product categories include Food and Beverages, Personal Care and Hygiene, Household Cleaning and Care, and so on, all of which are essential and frequently purchased by consumers in their daily lives. Therefore, researching green FMCG products is of significant importance.

The purpose of this study is to explore how much premium consumers are willing to pay for green products compared to regular products. More importantly, it aims to investigate the main factors influencing consumers' willingness to pay a premium for green products. The primary research subjects are general consumers in Taiwan, and data were collected using a convenience sampling method, resulting in 359 valid questionnaires.

The study results show that contemporary consumers have a high awareness of green products and are willing to pay a premium to achieve a sustainable vision, especially in higher-priced and more sophisticated product categories. Factors such as consumers' attitudes, perceived behavioral control, altruistic values, and awareness of certification labels positively influence their willingness to pay a premium. It is recommended that companies enhance their green product marketing, offer a diverse range of green product choices, and obtain national certification labels.