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FSC認證下綠色行銷、消費者環境態度、環保認知與購買意願因素之研究 = ...

國立高雄大學高階經營管理碩士在職專班(EMBA)

FSC認證下綠色行銷、消費者環境態度、環保認知與購買意願因素之研究 = A Study on the Relationship among Green Marketing, Consumer Environmental Attitudes, Awareness and Purchase Intention with FSC certification

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study on the Relationship among Green Marketing, Consumer Environmental Attitudes, Awareness and Purchase Intention with FSC certification
作者:	林睿杰,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民100
面頁冊數:	105葉圖，表格 : 30公分;
標題:	FSC森林認證
標題:	FSC certification
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/23625808111750006127
附註:	參考書目：葉75-85
其他題名:	FSC認證下綠色行銷消費者環境態度環保認知與購買意願因素之研究
摘要註:	綠色消費者主義運動激起消費者對環境議題的重視，在強調綠色消費的誘因下，綠色行銷因應而生。本研究以木材業者取得森林管理委員會（Forest Stewardship Council; FSC）認證作為探討主題，深入探究消費者環境態度、森林認證認知、綠色行銷與環保認知於綠色木製品之購買意願。本研究以具備購買能力之一般消費者做為研究對象，採便利抽樣，共發放400份問卷，回收330份有效問卷，有效回收率為82.5%。並以探索性因素分析、信度分析、相關分析、差異分析及迴歸分析等以達成檢測消費者環境態度、森林認證認知、綠色行銷與環保認知等變項對於綠色木製品購買意願的影響。分析結果發現 (1) 消費者環境態度之「生態危機」構面顯著的正向影響消費者購買意願；(2) 森林認證認知顯著的正向影響消費者購買意願；(3) 綠色行銷的「綠色認知」及「自然法則」兩構面皆顯著的正向影響消費者購買意願；(4)環保認知中的「環保產品」及「環保資訊」兩構面亦顯著的正向影響消費者購買意願。普遍消費者未曾看過FSC認證之標章，木材業者應努力推廣FSC森林認證，使得消費者能進而提升其購買意願。本研究亦發現消費者無論是態度或意圖皆對此認證持正面上的支持，建議木材業者應針對行銷策略應詳加檢視。 Green consumer activities have aroused the attention of consumers on the environmental issues, and it emphasises the incentives under the green consumer and green marketing in response. In this study, the timber industry with obtaining Forest Stewardship Council (Forest Stewardship Council; FSC) certification as to the main topics in depth to explore the environmental consumer attitudes, awareness of forest certification, green marketing and environmental awareness for the purchase intention of green wood products .In this study, the objects are consumer with average purchasing power, and adopted convenience sampling, A total of 400 questionnaires are distributed, 330 are gathered and valid questionnaires are also 330, so the recall rate of valid questionnaires is 82.5%. And in exploratory factor analysis, reliability analysis, correlation analysis, variance analysis and regression analysis for testing consumer environmental attitudes, forest certification awareness, green marketing and environmental awareness these variables’ relationship with the consumer purchase intention.The results of empirical study are (1) the factor of ecological risk factors has a positive and direct influence on consumer purchase intention (2) forest certification cognitive factor has a positive and direct influence on consumer purchase intention (3) green cognitive factor has a positive and direct influence on consumer purchase intention (4) natural law factor has a positive and direct influence on consumer purchase intention (5) green product factor has a positive and direct influence on consumer purchase intention (6) environmental information factor has a positive and direct influence on consumer purchase intention .Consumers generally have not seen the FSC certification mark, so the timber firms should strive to promote the FSC forest certification, allowing consumers to furtherenhance their willingness to buy. The study also found that consumers are either attitudes or intentions are positive on FSC certification supports, so the timber industry should be inform their targeted marketing strategy carefully to find the optimal one.

FSC認證下綠色行銷、消費者環境態度、環保認知與購買意願因素之研究 = A Study on the Relationship among Green Marketing, Consumer Environmental Attitudes, Awareness and Purchase Intention with FSC certification
林, 睿杰

FSC認證下綠色行銷、消費者環境態度、環保認知與購買意願因素之研究 = A Study on the Relationship among Green Marketing, Consumer Environmental Attitudes, Awareness and Purchase Intention with FSC certification / 林睿杰撰 - [高雄市] : 撰者, 民100. - 105葉 ; 圖，表格 ; 30公分.
參考書目：葉75-85.
FSC森林認證FSC certification

FSC認證下綠色行銷、消費者環境態度、環保認知與購買意願因素之研究 = A Study on the Relationship among Green Marketing, Consumer Environmental Attitudes, Awareness and Purchase Intention with FSC certification
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