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標題: | 消費者對無標籤產品購買意願之探討-以市售飲品為例 Research on Consumers' Purchase Intention towards Unlabeled Products – A Case of Beverage in the Market |
作者: | 洪上茗 Shang-Ming Hung |
指導教授: | 連勇智 Yung-Chih Lien |
關鍵字: | 綠色消費認知,綠色溢價,綠色包裝,品牌知名度,品牌忠誠度, green consumption awareness,green price premium,green packaging,brand awareness,brand loyalty, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 隨著近年來環保意識的興起,有越來越多的企業開始因應環保趨勢,在生產產品時亦將對環境的危害列入考量,製造對環境危害較小的產品,如無標籤飲品,無標籤飲品為將瓶身外的塑膠膜移除,以為達到減塑的目的。現今的年輕消費族群也愈來愈重視環保議題,並將ESG因素列入購物中的考量之一。本研究主要探討綠色包裝、綠色溢價、品牌知名度、品牌忠誠度如何影響年輕消費者在無標籤市售飲品的購買意願,且將綠色消費認知作為中介變數,以提供企業在製造相關產品時的決策參考。
本研究主要鎖定年輕消費者(Z世代及Y世代)為研究對象,並以問卷調查法的方式進行,使用SPSS 25.00統計軟體進行分析和驗證假說。研究結果顯示綠色包裝、綠色溢價、品牌知名度、品牌忠誠度對無標籤飲品購買意願有顯著影響,且綠色消費認知具有中介效果。本研究結果提供企業在生產相關之無標籤產品時的策略參考,企業應加強其產品與品牌於環保上之優勢,以增加消費者於無標籤產品購買意願。 With the rise of environmental protection awareness in recent years, more and more companies have begun to respond to the trend of environmental protection, taking environmental hazard factors into consideration when producing products. They manufacture products that are less harmful to the environment, such as unlabeled drinks. It is to remove the plastic film outside the beverage bottle in order to achieve the purpose of plastic reduction. Today's young consumer groups are also paying more attention to environmental protection issues. They take ESG factors into account when they shop. This study mainly explores how green packaging, green price premium, brand awareness, and brand loyalty affect young consumers' willingness to purchase unlabeled commercial drinks, and uses green consumption cognition as an intermediary variable to provide information on companies' decision-making when manufacturing related products. This study mainly focuses on young consumers (Generation Z and Generation Y) as the research object, and conducts questionnaire surveys, using SPSS 25.00 statistical software to analyze and verify hypotheses. The research results show that green packaging, green price premium, brand awareness, and brand loyalty have a significant impact on the willingness to purchase unlabeled beverages, and green consumption cognition has a mediated effect. The results of this study provide a strategic reference for enterprises in the production of related unlabeled products. Enterprises should strengthen the advantages of their products and brands in terms of environmental protection, so that they can also increase consumers' willingness to purchase unlabeled products. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/87916 |
DOI: | 10.6342/NTU202301150 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業學系 |
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