理想性或實用性： 解釋水平理論對消費者感知 綠色產品之抵換關係的影響

Abstract

在社會大眾對於環境保護與永續發展等議題的關注逐年提升的趨勢下，近年來，許多廠商紛紛將商品貼上「綠色」、「天然」及「環境友善」等標籤，環保產品成為新興商機。然而在綠色行銷領域中已有許多研究發現，儘管消費者對環保產品抱持高度正面態度，卻不一定會轉換成實際消費行為，顯示出消費者在進行購買決策時會面臨一項阻礙—也就是感知到綠色產品效用間的抵換關係。本研究旨在延伸解釋水平理論，探討在不同時間距離下消費者感知到產品效用間的抵換關係會如何受到改變，且品牌知名度與個人環保意識是否會對前述關係產生交互作用，影響消費者最終的購買意願。 本研究採用受測者間因子實驗設計，共 2（產品屬性：非環保產品vs.環保產品）x2（時間距離：近vs.遠）x 2（品牌知名度：小vs.大）八組不同實驗情境，受測者針對所觀看到的產品廣告敘述分別評分產品態度與購買意願。研究結果除了證實消費者對環保產品的正向態度與其購買意願仍存在明顯落差，亦顯示消費者對環保產品的評價方式會根據品牌知名度大小、個人環保意識高低與廣告敘述所產生心理距離的不同，而影響其綠色消費行為。然而，研究假設中時間距離對綠色購買意願的調節作用在本實驗中則無出現顯著效果。 本研究主要貢獻包括延伸解釋水平理論，將環保產品的產品效用歸納為高解釋水平的理想性價值與低解釋水平的實用性價值；將品牌知名度納入綠色行銷的研究範疇，為後續學者提供新的研究方向；對不同環保意識程度消費者在不同情境下思考模式的轉變，有與過去研究不同的發現。

Under the trend of increasing public concern about sustainability, products claiming “green”, “eco-friendly” or “natural” become quite common in the market. However, researchers have proven that consumers’ positive attitude toward green products do not always translate into real purchasing behavior. This research extends Construal Level Theory, focusing on how temporal distance influences consumers’ perceived trade-off between the effectiveness of environmental protection and product functions within green products. In particular, the study examines how brand popularity and green consciousness affect the relationship between temporal distance and consumers’ perceived trade-off. Present study conducts a 2 (Product type: green vs. non-green) x 2 (Temporal distance: near vs. far) x 2 (Brand popularity: low vs. high) between-subject experiment. Within the experiment, participants are randomly assigned to one of the eight conditions, rating their attitude and purchasing intension toward the product. The results prove that there is an ambivalent attitude toward green products and buying them. Furthermore, the results show that temporal distance has no significant moderation effect; however, both brand popularity and green consciousness have significant interaction effect with product type and temporal distance. With the understanding of how consumers’ perceived trade-off between effectiveness of green products can be changed according to brand popularity and green consciousness, this study provides new research directions on green marketing for future studies.