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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/89846
Title: | 臺灣消費者對友善環境畜產品的購買意圖與願付溢價之研究 A Study on Consumers’ Purchase Intention and Willingness to Pay a Premium for Environmentally- Friendly Livestock Products in Taiwan |
Authors: | 梁丞叡 Cheng-Jui Liang |
Advisor: | 陸怡蕙 Yir-Hueih Luh |
Keyword: | 利環境消費行為,價值-態度-行為理論,知識-態度-行為理論,偏最小平方結構方程模型,序列機率模型, Pro-environmental Consumption Behavior,Value-Attitude-Behavior Model,Knowledge-Attitude-Behavior Model,Partial Least Squares Structural Equation Modeling,Ordered Probit Model, |
Publication Year : | 2023 |
Degree: | 碩士 |
Abstract: | 全球已有許多國家及企業陸續對淨零排放(Net Zero Emissions)提出承諾,面對國際經貿情勢之快速變化,結合畜牧產業淨零碳排行動,我國行政院農業委員會(農委會)推行諸多產業升級政策,期望提升我國畜牧產業競爭力,同時並推行資源循環再利用以減少對環境資源之耗損。
本研究結合Homer and Kahle (1988)提出的價值-態度-行為模型(Value-Attitude-Behavior model, VAB model)及Wood et al. (1985)提出的知識-態度-行為模型(Knowledge-Attitude-Behavior, KAB model),且加以延伸、加入產品資訊構面,探討消費者之價值觀及態度對其購買友善環境畜產品意圖的影響,並接續檢視國人對於友善環境畜產品的願付溢價之影響因子。本研究透過線上問卷調查,以蒐集臺灣地區消費者對友善環境畜產品之購買意願及願付溢價相關資訊。本研究除利用偏最小平方結構方程模型(Partial Least-squares Structural equation model, PLS-SEM)檢視消費者價值觀、環境知識及產品資訊與購買友善環境畜產品意願之間的關係,並且應用序列機率模型(ordered probit model)之迴歸分析方法,以進一步了解國內消費者對友善環境畜產品之願付溢價比例的影響因子。 研究結果顯示,消費者的價值觀、對環境知識了解程度以及掌握的產品資訊,皆會透過其對態度之影響,進一步影響其對於友善環境畜產品的購買意圖,此結果說明態度在購買意圖影響因子及購買意圖之間扮演了中介變項(mediator variable)的角色。然而,在利他主義價值與購買意圖路徑之間,友善環境態度及永續的社會規範兩種態度構面並未產生顯著的中介效果,顯示利他主義價值並非是消費者決定是否購買友善環境畜產品之關鍵因素,而與利他主義相比,消費者的利己主義價值及永續的個人規範皆較強烈,顯見大多消費者仍以自身利益為主要考量。本研究亦發現,所有構面中,消費者對於產品資訊的掌握程度對於購買態度之影響最為顯著,表示消費者在選購友善環境畜產品時,會在意產品相關資訊的透明程度,因此,當消費者對產品資訊之掌握程度愈高,其購買意願就愈高。 本研究也發現,超過半數的消費者對於友善環境畜產品之願付溢價程度為5%(含)以下。因此,考量銷售及市場接受程度,對於友善環境畜產品之定價,建議溢價比例以不超過傳統生產模式所生產之畜產品定價之5%為佳。此外,本研究亦發現,相較服務業從事者,學生族群更願意為友善環境畜產品買單,而月收入超過新台幣三萬元的消費者,也都願意以溢價購買友善環境畜產品,尤其月收入愈高者,其願意為友善環境畜產品支付的溢價比例愈高。 整體而言,本研究的結果證實了消費者的價值觀、環境知識、產品資訊、態度與其對於友善環境畜產品的購買意願及支付溢價行為之間的關係,因此,本研究不僅為VAB模型以及KAB模型提出實證的支持,且證實了消費者的購買意圖與其願意支付溢價來購買友善環境畜產品之行為的關係。 綜合以上研究結果,本研究建議政府部門應建立友善環境生產指標及標章認證制度,作為畜牧業生產者之遵循依據。此外,農政主管機關宜輔導生產者加速轉型,加強其面對環境挑戰之競爭力。本研究亦建議,畜產品生產者可藉由標章認證及銷售業者之廣告宣傳,提升消費者對產品資訊之了解,並使其在選購時可有效辨識。此外,政府部門應加強國內之消費者教育,透過環境教育,不僅可以促使國人對農業、土地、環境及資源等一般知識的認識,更能藉此培養國內消費者關注他人、社會及環境福利之價值觀。 本研究的重要政策意涵在於,透過激發國內消費者之友善環境、環境永續發展的價值觀及態度,除了能提升國人購買友善環境畜產品之意願,也能進而在畜牧產業為環境盡一分心力的同時,為畜產市場帶來新的商機。 Many countries and businesses around the world have made commitments to achieve net zero emissions. In the face of rapid changes in international economic and trade situations, the Council of Agriculture, Executive Yuan (COA) has implemented various industry upgrading policies in conjunction with the net zero carbon emissions action in the livestock industry. The aim is to enhance the competitiveness of our livestock industry and promote resource recycling to reduce environmental resource depletion. This study combines the Value-Attitude-Behavior model (VAB model) proposed by Homer and Kahle (1988) and the Knowledge-Attitude-Behavior model (KAB model) proposed by Wood et al. (1985). It extends and incorporates the dimension of product knowledge/information to explore the influence of consumer values and attitudes on their intention to purchase environmentally friendly livestock products. Through an online questionnaire survey, this study collects data on Taiwanese consumers' intention to purchase and their willingness to pay a premium for environmentally friendly livestock products. The Partial Least-Squares Structural Equation Modeling (PLS-SEM) method is employed to examine the relationships between consumer values, environmental knowledge, information about the products, and the intention to purchase environmentally friendly livestock products. The results of the study indicate that consumer values, the level of environmental knowledge, and the grasp of product information all have an impact on the intention to purchase environmentally friendly livestock products through their influence on attitudes. This finding suggests that attitudes play a mediating role between factors affecting purchase intention and purchase intention itself. However, in the path between altruistic values and purchase intention, the two attitude dimensions of environmental attitude and sustainable social norms do not produce significant mediating effects. This indicates that altruistic values are not the key factor determining whether consumers purchase environmentally friendly livestock products. Compared to altruism, consumers' egoistic values and sustainable personal norms are more influential, suggesting that most consumers still prioritize their own interests. The study also found that among all dimensions, consumers' grasp of product knowledge/information has the most significant impact on purchase attitudes. This implies that consumers care about the transparency of product-related information when choosing environmentally friendly livestock products. Thus, when consumers have a higher level of product information grasp, their willingness to purchase is higher. The study also found that over half of the consumers are willing to pay a premium of 5% or less for environmentally friendly livestock products. Therefore, considering sales and market acceptance, it is recommended to price environmentally friendly livestock products at no more than 5% above the price of conventionally produced livestock products. Additionally, the study found that students are more willing to pay for environmentally friendly livestock products compared to those employed in the service industry. Consumers with a monthly income exceeding NT$30,000 are also willing to pay a premium for environmentally friendly livestock products, and the willingness to pay a higher premium proportion increases with higher income. Overall, the results of this study confirm the relationships between consumer values, environmental knowledge, product knowledge/information, attitudes, willingness to pay a higher price for environmentally friendly livestock products, and actual purchasing behavior. It provides empirical evidence for the VAB model and the KAB model and also confirms the consistency between consumer purchase intentions and their willingness to pay a premium for environmentally friendly livestock products. Based on the above research findings, this study suggests that government agencies should establish friendly environmental production indicators and certification systems as guidelines for livestock industry producers. Furthermore, agricultural authorities should assist producers in accelerating their transformation and strengthening their competitiveness in the face of environmental challenges. The study also recommends that livestock producers enhance consumer understanding of product information through certification labels and advertising by sales agents, enabling consumers to effectively identify environmentally friendly products during their purchase. Additionally, government agencies should strengthen consumer education in the country, particularly through environmental education. This not only promotes public knowledge about agriculture, land, the environment, and resources but also cultivates the values of caring for others, society, and environmental welfare among domestic consumers. The significant policy implications of this study lie in stimulating domestic consumers' values and attitudes towards environmentally friendly practices and sustainable development. By doing so, it not only increases the willingness of people to purchase environmentally friendly livestock products but also contributes to the environment while opening up new business opportunities in the livestock market. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/89846 |
DOI: | 10.6342/NTU202302487 |
Fulltext Rights: | 同意授權(全球公開) |
Appears in Collections: | 農業經濟學系 |
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ntu-111-2.pdf | 3.94 MB | Adobe PDF | View/Open |
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