Chapter 6 Conclusions
6.3 Directions for future research
1. According to previous researches, environment knowledge is an important factor of green consumption. And price comparison also is considered as a determinant of consumer behavior. But in our study, they seem to be useless. We think the reason is they should be isolated from environment awareness and consumer perceived value. The future research can consider environment knowledge and price comparison as a single construct respectively and analyze the effects caused by environment knowledge and price comparison more clearly.
2. In our study, we separate consumers with income-level and education-level to compare the difference of result. But there are still some other kinds of consumers not tested. Future research can use other characteristics like personality or even environment knowledge to do the sample clustering.
3. Our samples are all focused on Taiwan, so the conceptual framework proposed by us is suitable for Taiwan people. But consumers with different culture may not be explained by this conceptual framework. Future research can collect samples from other country and compare the difference.
93
Reference
1. Ajzen, I. (1991), “The theory of planned behavior,” Organizational Behavior and the Human Decision Process, Vol. 50, p.179-211.
2. Alford, B. L. and Biswas, A. (2002), “The effects of discount level, price consciousness and sale proneness on consumers’ price perception and behavioral intention,” Journal of Business Research Vol.55, p.775– 783
3. Axelrod, L. and Lehman D. (1993), “Responding to environmental concerns:
What factors guide individual action?” Journal of Environmental Psychology, Vol.13, p.149-159.
4. Bagozzi, R. P. and Yi, Y. (1998), “On the evaluation of structural equation models,” Academic of Marketing Science, Vol.16, p.76-94.
5. Baldassare, M. and Katz, C.(1992), “The personal threat of environmental problems as predictor of environmental practices,” Environment and Behavior, Vol.24, p.602-616.
6. Bari A. H., Aradhna K., Donald R. L. and Carl M. (1995),“Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle,”
Journal of Business Research Vol.33, p.57-66.
7. Bauer, R. A. (1967), “Consumer Behavior as Risk Taking,” in Risk Taking and Information Handling in Consumer Behavior, D. F. Cox, ed. Boston: Harvard University Press. Division of Research, Graduate School of Business Administration, Harvard University, p.23-33.
8. Berger, I. E. and Corbin, R. M. (1992), “Perceived Consumer Effectiveness and Faith in Others as Moderators of Environmentally Responsible Behaviors,”
Journal of Public Policy & Marketing. Vol. 11(2), p79-89.
9. Bishop, W. R. Jr. (1984), “Competitive Intelligence,” Progressive Grocer (March), p.19-20
10. Boris S., Aleksandra P. K. and Damijan M. (2004), “The relationships among perceived quality, perceived risk and perceived product value,” Journal of Product & Brand Management, Volume 13(3), p.156-167.
11. Brown J. D., & Washlers, R. G. (1998), “The environmentally concerned consumer: an exploratory study,” Journal of Marketing Theory and Practice, Vol.6(2), p.39-47
12. Calfee, J. and Ringold, D. (1988). “Consumer skepticism of advertising: what do
94
the polls show?” In Advances in consumer research, Vol. 15, p.244-248.
13. Chan, Y. K. (2001). “Determinants of Chinese consumers' green purchase behavior,” Psychology & Marketing, Vol.18(4), p.389
14. Chang, T. Z. and Wildt, A. R. (1994), “Price, Product Information, and Purchase Intention: An Empirical Study,“ Journal of the Academy of Marketing Science, Vol. 22(1), p.16-27
15. Chapman, J. and Wahlers, R. (1999), “A revision and empirical test of the extended price-perceived quality model,” Journal of Marketing Theory and Practice, Vol. 7(3), p. 53-64.
16. Chen, S.F., Monroe, K. B. and Lou, Y.C. (1998), “The Effects of Framing Price Promotion Messages on Consumers' Perceptions and Purchase Intentions,”
Journal of Retailing, Vol.74(3), pp. 353-372.
17. Clarke, K. and Russell W. B. (1978), “The Effect of Product-related information acquisition and Task Definition on Anticipated Consumer Effort,” Advances In Consumer Research, Vol. 5, p.313-318.
18. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests.
Psychometrika, Vol.16(3), p.297-334.
19. Davis, J. J. (1992). "Ethics and Green Marketing," Journal of Business Ethics Vol.11 (2), p.81-87.
－(1993), “Strategies for environmental advertising,” The Journal of Consumer Marketing, Vol.10 (2), p.19-36.
20. Del, I. H., Roger J. B. and Kenneth A. C. (2001), Consumer Behavior: Building Marketing Strategy. Eighth edition.
21. Dhruv Grewal, Monore K. B. and Krishnan R. (1998), “The efficacy of price-comparison advertising on buyer`s perceptions of acquisition value, transaction value and behavioral intentions,” Journal of Marketing, Vol.62, p.46-59.
22. Diamantopoulos, A., Siguaw, J. A. (2000), “Introducing LISREL: A guide for the uninitiated,” Thousand Oaks, CA: Sage.
23. Dispoto, R. G. (1977). “Interrelationships among measures of environmental activity, emotionality, and knowledge,” Educational and Psychological Measurement, Vol.37, p.451-459.
24. Dowling, G. R. (1986), “Perceived Risk: The Concept and Its Measurement,”
Psychology and Marketing, Vol.3, 193-210.
95
－and Staelin R. (1994), “A model of perceived risk and intended risk-handling activity,” Journal of Consumer Research, Vol.21, p.119-134.
25. Doyle, M. (1984), “New ways of measuring value,” Progressive Grocer-Value, Executive Report, p.15-19.
26. EPA-NSW. (1994), Who Cares about the Environment. Sydney, Australia:
Environmental Protection Authority.
27. Fishbein, M., & Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research.
28. Follows S. B. and Jobber D. (2000), “Environmentally responsible purchase behavior: a test of a consumer model,” European Journal of Marketing Vol.34 No.5/6, p.723-746.
29. Freeman, R. E. and Liedtka, J. (1991), ”Corporate Social Responsibility: A Critical Approach,” Business Horizons Vol.34(4), p.92-98.
30. Fryxell, G. and Lo, C. (2003), “The influence of environmental knowledge and values on managerial behaviors on behalf of the environment: An empirical examination of managers in China,” Journal of Business Ethics, Vol.46, p.45-59.
31. Gemunden, H. G. (1985), “Perceived Risk and Information Search: A Systematic Meta-analysis of the Empirical Evidence,” International Journal of Research in Marketing, Vol.2 (2), p.79-100.
32. Grunert, S. C. and Kristensen, K. (1992). The Green Consumer: Some Danish Evidence. XXI Annual Conference of The European Marketing Academy Proceedings, Aarhus, p.26-29.
33. Hines, J., Hungerford, H. and Tomera, A. (1987), “Analysis and synthesis of research on environmental behavior: A meta-analysis,” Journal of Environmental Education, Vol.18, p.1-8.
34. Howard, J. A. and Jagdish N. S. (1969), “The Theory of Buyer Behavior,” New York: John Welly.
35. Huang, J.H., Lee, C.Y. and Ho, S.H. (2004), “Consumer attitude toward gray market goods,” International Marketing Review, Vol. 21(6), p. 598-614.
36. Ingene, C. A. and Hughes M. A. (1985), “Risk Management by Consumers,”
Research in Consumer Behavior, Vol. 1, p.103-158.
37. Ivan, R. (1975), “Perceived Risk and Consumer Behavior: Acritical Review,”
Advance in Consumer Research, Vol. 2 p.1-19.
38. Jacoby, J. and Olson, J. C. (1985), Perceived Quality. Lexington, Ma: Lexington
96
Books.
39. Jöreskog, K. G. & Sörbom, D. (1993), “Structural Equation Modeling with the SIMPLIS Command Language.”
40. Kalafatis S. P., Pollard M., East R. and Tsogas M. H. (1999), “Green marketing and Ajzen`s theory of planned behavior: a cross-market examination,” Journal of Consumer Marketing, Vol.16 (5) p.441-460.
41. Keller, G. M. (1987), "Industry and the Environment: Toward a New Philosophy." Vital Speeches Vol.54 (5) p.154-157.
42. Kinnear, T. C., Taylor, J. R. and Ahmed (1974), “Ecologically concerned consumers: who are they?” Journal of Marketing, Vol.38(2), p.20-24.
43. Kilbournea, W. E., Beckmannb, S. C. and Thelenc E. (2002), "The role of the dominant social paradigm in environmental attitudes A multinational examination," Journal of Business Research Vol.55, p193– 204.
44. Kline, R. B. (1998), “Principles and practice of structural equation modeling,”
New York: Guilford Press.
45. Kotler, P., Armstrong, G., Saunders, J., Wong, V. (2001), Principles of marketing.
3rd European ed. Harlow: Prentice Hall; p93
46. Laroche, M., Toffoli, R., Kim, C. and Muller, T. (1996), “The influence of culture on pro-environmental knowledge, attitudes and behaviour: A Canadian perspective.” Advances in Consumer Research, Vol.23, p.196-202.
－and Bergeron, J. and Barbaro-Forleo, G. (2001), “Targeting consumers who are willing to pay more for environmentally friendly products,” Journal of Consumer Marketing, Vol.6(6), p.503-520.
47. Le Boutillier, J., Le Boutillier, S.S. and Neslin, S.A. (1994), “A replication and extension of the Dickson and Sawyer price-awareness study,” Marketing Letters, Vol.5(1), p. 31-42.
48. Lee, J. A., Holden, S. J. (1999), “Understanding determinants of environmentally conscious behavior,” Psychology & Marketing, Vol.16 (5), p. 373.
49. Lichtenstein, D. R., Bloch, P. H. and Black, W. C. (1988), ”Correlates of Price Acceptability,” Journal of Consumer Research; Vol.15(2), p.243.
－and Ridgway, N. M., Netemeyer, R. G. (1993), “Price perceptions and consumer shopping behavior: a field study”, Journal of Marketing Research, Vol.
30, p.234-45.
97
50. Lim, N. (2003), “Consumers’ perceived risk: sources versus consequences,”
Electronic Commerce Research and Applications Vol.2, p.216–228.
51. Lindenberg, S. and Steg, L. (2007), "Normative, Gain and Hedonic Goal Frames Guiding Environmental Behavior ," Journal of Social Issues, Vol.63(1), p.117.
52. Margareta Wandel & Annechen Bugge(1997), “Environmental concern in consumer evaluation of food quality,” Food Quality and preference, Vol. 8(1), p.19-26.
53. Martin, B. and Simintiras, A. C. (1995), “The impact of green product lines on the environment: Does what they know affect how they feel?” Marketing Intelligence and Planning, Vol.13 (4), p.16-23.
54. McIntosh, A. (1990). “The Impact of Environmental Issues on Marketing and Politics in the 1990s,” Journal of the Marketing Research Society Vol.33 (3), p.205-217.
55. Meyer A. (2001), “What's in it for the customers? Successfully marketing green clothes,” Business Strategy and the Environment; Vol.10 (5), p.317-330.
56. Meyvis Tom and Janiszewski Chris (2002), “Consumers' beliefs about product benefits: The effect of obviously irrelevant product information,” Journal of Consumer Research, Vol. 28 (4), p.618-635.
57. Mitchel V. W. (1999), “Consumer perceived risk: conceptualisations and Models,” European Journal of Marketing, 33 (1), p.163–195.
58. Minton, A. P. and Randall, L. R. (1997), “The effects of environmental concern on environmentally friendly consumer behavior: an exploratory study,” Journal of Business Research, Vol.40 p.37-48.
59. Monroe, K. B. (1973), “Buyer’s Subjective Perceptions of Price,” Journal of Marketing Research, Vol.10, p.70-80.
－and Petroshius, S. M. (1981), “Buyers` perceptions of price: an update of the evidence,” Consumer Behavior, p.43-55.
－and Krishnan, R. (1985), “The effect of price on subjective product evaluations”, in Perceived Quality: How Consumers View Stores and Merchandise , eds.
60. Mostafa, M. M. (2006), Antecedents of Egyptian Consumers’ Green Purchase Intentions: A Hierarchical Multivariate Regression Model, Journal of International Consumer Marketing, Vol.19(2).
61. National Association of Attorneys-General (NAAG). (1990). “The green report:
98
findings and preliminary recommendations for responsible advertising,” San Francisco, USA: National Association of Attorneys-General.
62. Ottman, J. (1993), “Green marketing: challenges and opportunities for the new marketing age,” Lincolnwood, Illinois: NTC Business Books.
－and (1998), “Green marketing opportunity for innovation,” foreword by William K. Reilly. 2nd ed. Lincolnwood, Ill. :NTC Business Books,c1998.
63. Peattie, K. and Charter, M. (1999), “Green Marketing,” chapter in The Marketing Book (4th edition)
64. Peter, J. P. and Olson, J. C. (2001) Consumer Behavior and Marketing Strategy.
Sixth Edition.
65. Polonsky, M. J. (1994). “An Introduction To Green Marketing,” ELECTRONIC GREEN JOURNAL, Vol.1(2).
66. Rajeev Batra and Michael L Ray (1986), “Affective Responses Mediating Acceptance of Advertising,” Journal of Consumer Research, Vol.13 (2), p.234-249.
67. Ramsey, C. and Rickson, R. (1976), “Environmental knowledge and attitudes,”
Journal of Environmental Education, Vol.8, p.10-18.
68. Resnik, Alan and Stern, Bruce L. (1977), “An Analysis of Information Content in Television Advertising,” Journal of Marketing, Vol. 41 (1), p.50-53.
69. Rex E., Baumann H. (2007), “Beyond ecolabels: what green marketing can learn from conventional marketing,” Journal of Cleaner Production Vol.15, p.567-576.
70. Rokicka, E. (2002). “Attitudes towards natural environment,” International Journal of Sociology, Vol.32 (2), p.78-90.
71. Roselius, T. (1971), “Consumer rankings of risk reduction method,” Journal of marketing, Vol.35, p.56-61.
72. Russo J. Edward, Meloy, Margaret G. and Medvec, Victoria Husted (1998),
“Predecisional Distortion of Product Information,” Journal of Marketing Research, Vol. 35 (4), p.438-452.
73. Sawyer, A. G. and Dickson, P. (1984), “Psychological Perspectives in Consumer Response to Sales Promotion,” in Research on Sales Promotion: Collected Papers, Katherine Jocz, ed. Cambridge.
74. Schahn, J. and Holzer, E. (1990), Studies of individual environmental concern:
The role of knowledge, gender and background variables. Environment and
99
Behavior, 22 (6), p.767-786.
75. Schlechter, Len (1984), “A Normative Conception of Value,” Progressive Grocer, Executive Report, p.12-14.
76. Scholder, E. P., Lyle, W. J.,and Cathy, Cobb-Walgren,.(1991), “The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors,” Journal of Public Policy & Marketing. Vol. 10(2), p.102-117
77. Schwartz, J. and Miller, T. (1991) “The earth`s best friends,” American Demographics, p.26-35
78. Shearer, J. W. (1990), "Business and the New Environmental Imperative,"
Business Quarterly, Vol.54 (3), p.48-52.
79. Sigmund A. Wagner (2003), “Understanding green consumer behavioura qualitative, cognitive approach,”London ; Routledge.
80. Smith, Robert E (1993), “Integrating Information from Advertising and Trial:
Processes and Effects on Consumer Response to Product Information,” Journal of Marketing Research, Vol. 30 (2) p.204-219.
81. Stern, P. C., Dietz, T., Abel T., Guagnano, G. A. and Kalof L. (1999), “A Value-Belief-Norm Theory of Support for Social Movements: The Case of Environmentalism,” Human Ecology Review, Vol.6(2), p.81-98
82. Synodinos, N. E. (1990). “Environmental attitudes and knowledge: A comparison of marketing and business students with other groups,” Journal of Business Research, Vol.20 (2), p.161-170.
83. Taylor, J.W. (1974) “The role of risk in consumer behavior,” Journal of Marketing, Vol.38(2), p.54-60
84. Vanhuele, M. and Dre` ze, X. (2002), “Measuring the price knowledge shoppers bring to the store”, Journal of Marketing, Vol. 66, pp. 72-85.
85. Verhagen, T., Meents, S. and Tan Y.H. (2006), ”Perceived risk and trust associated with purchasing at electronic marketplaces,” European Journal of Information Systems, Vol.15, p.542–555.
86. Vlosky, R. P., Ozanne, L. K. and Renée J. Fontenot (1999), “A conceptual model of US consumer willingness-to-pay for environmentally certified wood products,” Journal of consumer marketing, Vol.16(2), p. 122-140.
87. Zeithaml V. A. (1988), “Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence,” Journal of Marketing, Vol.52, p.2-22.
100
Appendix
親愛的先生/女士，您好：
這是一份關於購買綠色產品(環保產品)的學術問卷，主要是探討消費者對於綠色 產品(環保產品)的購買研究。本研究將針對「再生紙張」與「變頻空調」進行研究。
希望藉由您的寶貴意見，了解消費者購買綠色產品的考量因素。您所填的所有資料僅
作「學術論文」分析用途，並且完全保密，請您放心填寫，感激您的協助與幫忙。
國立交通大學 交通運輸研究所
填答者資料調查
性別 男 女
年齡 18～24 25～30 30～40 40～50 50 以上
年收入 10 萬以下 10～30 萬 30～50 萬 50～100 萬 100 萬以上
最高學歷 國小 國中 高中職 大專 研究所以上
請您對以下題目的同意程度圈選 1 至 5 的評分，其中「不同意」給 1 分，「很同意」給 5 分，以此 類推。
1. 我會擔心環境衝擊對人類帶來的影響………1 2 3 4 5 2. 我不希望環境繼續惡化下去………1 2 3 4 5 3. 我願意幫助減少環境破壞………1 2 3 4 5 4. 我會主動關心環境破壞的相關資訊………1 2 3 4 5 5. 我會支持並身體力行環保活動(ex:資源回收) ………1 2 3 4 5 6. 我會向他人提倡環保概念………1 2 3 4 5
很同意
稍微同意
普通
稍微不同意
不同意
101
7. 我會邀請他人一同進行環保活動(ex:資源回收) ………1 2 3 4 5
「再生紙」購買調查
參考資料
A4 再生紙 500 張參考市價：120 塊台幣 A4 一般紙張 500 張參考市價：105 塊台幣
z 請問您是否曾經購買過「再生紙」 是 否
z 以下對於「再生紙張」的敘述，知道的請打勾
( )每製造一公噸紙張（約相當於五千份報紙）須消耗二十棵二十年到四十年的樹木。
( )使用廢紙來造紙比用原木紙漿可以減少空氣污染、水污染與能源消耗。
( )報章雜誌使用的黏膠會降低再生紙的品質。
( )再生紙漿必須添加一定比例的原生紙漿，否則容易造成品質低劣或製造流程的問題。
( )再生紙價格比原木紙漿做的紙類貴是因為多了一道脫墨的加工。
z 本問卷評分方式：請針對題目說明與題意填答。請您對題目的同意程度圈選 1 至 5 的評分，其中「不同意」給 1 分，「很同意」給 5 分，以此類推。
1. 我經常使用再生紙………1 2 3 4 5 2. 我對再生紙很有興趣………1 2 3 4 5 3. 我會希望瞭解再生紙的產品資訊………1 2 3 4 5 4. 我會主動搜尋再生紙的相關產品資訊………1 2 3 4 5 5. 我會仔細比較再生紙跟一般紙張的產品差異性(功能、外觀、品牌)……1 2 3 4 5 6. 我會從各種管道搜尋再生紙的產品資訊………1 2 3 4 5
同意
稍微同意
普通
稍微不同意
不同意
102
7. 我會在參考足夠產品資訊後才決定是否購買再生紙………1 2 3 4 5
8. 我會比較再生紙和其他一般紙張的價格………1 2 3 4 5 9. 我無法接受再生紙與一般紙張有過大的價差………1 2 3 4 5 10. 我介意再生紙的價格比一般紙張高………1 2 3 4 5 11. 我不願意多花錢購買再生紙………1 2 3 4 5 12. 我覺得不值得多花錢購買再生紙………1 2 3 4 5 13. 與其購買再生紙，我寧可購買較便宜的一般紙張………1 2 3 4 5 14. 我對再生紙持有正面態度………1 2 3 4 5 15. 我支持使用回收廢紙製作的再生紙………1 2 3 4 5 16. 我會考慮購買再生紙………1 2 3 4 5 17. 我會考慮改為使用再生紙………1 2 3 4 5 18. 購買前我會參考親朋好友的使用經驗………1 2 3 4 5 19. 「親朋好友的使用經驗」對我很有影響力………1 2 3 4 5 20. 我希望親朋好友認同我購買再生紙………1 2 3 4 5 21. 「親朋好友的意見」對我很有影響力………1 2 3 4 5 22. 我希望有方便的購買管道………1 2 3 4 5 23. 我覺得有方便的購買管道很重要………1 2 3 4 5
同意
稍微同意
普通
稍微不同意
不同意
103
24. 我會懷疑再生紙是否真的對環境有幫助………1 2 3 4 5
25. 我會懷疑再生紙提供環保憑證是否可靠………1 2 3 4 5 26. 我會擔心再生紙的紙張品質過於低劣………1 2 3 4 5 27. 我會擔心再生紙張使用上(書寫、列印)的效果不如預期………1 2 3 4 5 28. 我擔心再生紙是否真的可以減少對環境的衝擊………1 2 3 4 5 29. 我擔心再生紙的製作過程(使用過程)反而產生更多的污染………1 2 3 4 5
同意
稍微同意
普通
稍微不同意
不同意
104
「變頻空調」購買調查
參考資料
變頻空調 (國際牌，分離式，五坪大小用)參考市價：24,900 塊台幣 傳統空調 (國際牌，分離式，五坪大小用)參考市價：17,500 塊台幣
z 請問您是否購買過「變頻空調」 是 否
z 以下對於「變頻空調」的敘述，知道的請打勾 ( )變頻空調有分為直流電與交流電。
( )直流變頻空調比交流變頻空調更為省電。
( )變頻空調的電流較平穩，因此可比非變頻空調省電達三十％到五十％。
( )傳統非變頻空調，壓縮機會不斷開關，不僅容易折損壓縮機壽命，而且耗費多餘的電力。
( )變頻分離式空調，會依室內開啟的機台數來決定提供的冷媒流量，不會浪費用電。
z 本問卷評分方式：請針對題目說明與題意填答。請您對題目的同意程度圈選 1 至 5 的評分，其中「不同意」給 1 分，「很同意」給 5 分，以此類推。
z 本問卷評分方式：請針對題目說明與題意填答。請您對題目的同意程度圈選 1 至 5 的評分，其中「不同意」給 1 分，「很同意」給 5 分，以此類推。