探討臺灣消費者對生態米購買意圖及願付溢價之研究

Abstract

隨著環保意識提升，生態標章逐漸受到重視，並被視為驅動消費者購買行為及促進環境永續的重要趨勢；然而，臺灣針對生態標章對消費者行為影響的研究仍相對缺乏，特別是在食品市場領域。本研究為填補上述知識空白，探討生態標章如何影響臺灣消費者購買生態米的意圖以及各構面對增強生態標章產品吸引力的有效性。本研究結合計畫行為理論 (Theory of Planned Behavior) 、價值-態度-行為 (Value-Attitude-Behavior) 理論、以及故事行銷等因素，建構適用於本研究的理論架構，以分析生態標章、故事行銷、環境及消費價值等因素對消費者購買生態米意圖的影響，再透過線上問卷調查收集資料，並使用偏最小平方法結構方程模型 (Partial Least Squares Structural Equation Model, PLS-SEM)、順序羅吉斯迴歸分析 (Ordered Logistic Regression) 及區間迴歸模型（Interval Regression Model） 進行分析。 研究結果顯示，知覺行為控制對生態米購買意圖及行為有顯著的正向影響，購買意圖與願付溢價也呈現顯著正相關。此外，情感價值、產品功能價值及生態圈價值對消費者的願付溢價有顯著正向影響，而收入水平及年齡與生態米購買行為及願付溢價呈正相關。本研究亦發現透過提升情感價值及態度，故事行銷能間接促進購買意圖，為生態米營銷策略的制定提供新的思維。本研究透過探討生態標章對臺灣消費者購買生態米意圖的影響，並分析影響消費者購買行為之相關因素，以期提供具體建議，促進生態米的市場推廣及消費者教育，研究結果亦可為生態米產業的發展及生態標章政策的制定提供參考。

With the rise of environmental awareness, eco-labels have gradually gained attention and are considered an important trend in driving consumer purchasing behavior and promoting environmental sustainability. However, research on the impact of eco-labels on consumer behavior in Taiwan remains relatively scarce, especially in the food market. This study aims to fill this knowledge gap by investigating how eco-labels influence Taiwanese consumers' intention to purchase eco-rice and the effectiveness of various constructs in enhancing the appeal of eco-labeled products. This study integrates the Theory of Planned Behavior (TPB), the Value-Attitude-Behavior (VAB) theory, and storytelling marketing to construct a theoretical framework applicable to this study. The framework analyzes the impact of eco-labels, storytelling marketing, and consumer values on consumers' intention to purchase eco-rice. Data were collected through an online questionnaire survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), Ordered Logistic regression, and Interval Regression Model. The results show that perceived behavioral control has a significant positive impact on eco-rice purchase intention and behavior. Furthermore, purchase intention is found to be significantly positively correlated with willingness to pay a premium. Furthermore, emotional value, product functional value, and ecosystem values have a significant positive impact on consumers' willingness to pay a premium, while income level and age are positively correlated with eco-rice purchase behavior and willingness to pay a premium. Storytelling marketing indirectly promotes purchase intention by enhancing emotional value and attitude, providing new ideas for formulating eco-rice marketing strategies. This study investigates the impact of eco-labels on Taiwanese consumers' intention to purchase eco-rice and analyzes the factors influencing consumer purchasing behavior to provide concrete recommendations for promoting eco-rice market and consumer education. The research findings can also serve as a reference for the development of the eco-rice industry and the formulation of eco-label policies.