臺灣博碩士論文加值系統

近年來，隨著環境意識的興起之下，使得消費者更意識到綠色消費的重要性，而開始關心其消費行為對環境造成的影響。而廠商為了迎合這股綠色商機，便開始賦予其產品的綠色訴求或形象，導致消費者對於綠色產品產生了混淆的現象，因而無從辨別所購買的產品是否真的為綠色產品，讓消費者感到無所適從。有鑑於此，各國政府開始推動綠色產品的認證機制，希望藉由綠色標章能來達到辨識綠色產品的效果，也能促使廠商生產符合環境保護的產品。然而，過去的相關文獻對於綠色標章是否能改變消費行為卻呈現意見不一致的看法，因此有必要瞭解國內綠色標章推動的成效。

此外，過去的研究多著重在綠色標章是否能影響消費行為，屬於成效面的研究，忽視了標章在訊息溝通上的重要性，而國內外多數的研究也只針對單一的標章進行探討。因此，本研究以符號理論的相關論述，並以標章本質上的訊息傳遞觀點，針對國內常見的環保標章、節能標章及省水標章做相關的探討。

本研究乃驗證性研究，以認知與圖像辨識此兩項變數來探討消費者對於購買意願的影響。本研究於賣場中以人員進行實際的發放問卷，共回收有效樣本314份，經驗證分析後結果如下：

1.綠色標章之圖像辨識與購買意願沒有顯著的影響
2.綠色標章之圖像認知與購買意願有正向的影響
3.綠色標章之圖像辨識與認知具有相關性
4.省水標章的辨識度較高，其次為環保標章及節能標章

Consumers buy more environmental-friendly products than ever, with the rising awareness of environmental issues in recent years.

Manufacturers in order to gain this green business opportunities, they started giving their products a green claim or green image. However, consumers have no way to recognition products were really green products or not, and felt indecisive. Therefore, government began to formulate Eco-Label, so that can help consumer recognized environmental-friendly products easily. But many researchers did not have the same point yet on Eco-Label can change consumers’ buying behavior.

However, most researches focused on the Eco-Label if it can really change consumers’ buying behavior, but they ignored the importance of message that carrying on Eco-Label. There were few researches about the effectiveness of Eco-Label in Taiwan, and most studies focused on one single label only. Therefore, this study based on semiotics theory to discuss the communication between common Eco-Labels and consumers in Taiwan’s market. ( Green Mark, Energy Label and Water Label )

As an empirical research, this study included two variables of cognition and recognition to understand whether they would affect consumers’ decision making. The questionnaire survey was conducted at supercenter in Taichung City, with 314 valid questionnaires were collected, the research results shown that:

1.The recognition of Eco-Label is not positively significant related to purchase.
2.The cognitive of Eco-Label is positively related to purchase.
3.There are the correlation between recognition of Eco-Label and cognitive of Eco-Label.
4.Water Label is the best recognition for consumers in Taiwan and the second one is Green Mark.

第一章 緒論..............................................1
第一節 研究背景與動機..................................1
第二節 研究目的........................................3
第二章 文獻探討..........................................4
第一節 符號理論的回顧..................................5
一、符號的定義.....................................5
二、符號與訊息溝通的相關理論.......................6
三、符號與認知心理的相關理論.......................7
四、符號理論與綠色標章的關係.......................8
第二節 綠色標章.......................................10
一、綠色標章的定義................................10
二、綠色標章的相關討論............................12
第三節 辨識...........................................14
一、圖像辨識的定義................................14
二、圖像辨識的相關討論............................16
第四節 認知...........................................18
一、認知的定義....................................18
二、認知的相關討論................................19
第五節 相關理論的整合.................................22
一、符號之辨識效果................................22
二、符號之認知效果................................22
三、小結..........................................23
第三章 研究設計.........................................24
第一節 研究架構.......................................24
第二節 研究假設.......................................25
一、綠色標章之圖像辨識與購買意願的關係............25
二、綠色標章認知與購買意願的關係..................26
第三節 研究範圍與對象.................................27
一、研究範圍......................................27
二、研究對象......................................27
三、資料蒐集......................................27
第四節 問卷開發與變數之操作型定義.....................28
一、綠色標章之圖像辨識............................28
二、綠色標章之圖像認知............................29
三、購買意願......................................29
第五節 資料分析方法...................................30
一、信度分析......................................30
二、敘述性統計分析................................30
三、獨立樣本t檢定.................................30
四、單因子變異數分析(One-way ANOVA)...............30
五、相關分析......................................30
六、Logistic迴歸分析..............................30
第六節 問卷前測與結果.................................31
第七節 正式問卷發放與回收.............................32
一、問卷發放與回收情形............................32
二、正式問卷信效度分析............................32
第四章 資料分析.........................................36
第一節 敘述性統計分析.................................36
一、受訪者背景資料................................36
二、受訪者對綠色標章基本問題之敘述性統計..........38
第二節 獨立樣本t檢定與單因子變異數分析................39
一、居住地區與各變數..............................39
二、性別與各變數..................................40
三、年齡與各變數..................................41
四、教育程度與各變數..............................43
五、個人收入與各變數..............................44
第三節 各變數間的相關分析.............................45
第四節 Logistic迴歸分析...............................46
一、綠色標章之圖像辨識與圖像認知對購買意願的影響..46
第五章 結果與討論.......................................48
第一節 研究結果.......................................48
一、受訪者對綠色標章之圖像辨識的結果..............48
二、受訪者對綠色標章圖像之辨識及認知與購買意願的關係 ..............................................49
第二節 研究討論.......................................51
一、受訪者對於綠色標章之圖像辨識的討論............51
二、受訪者對於綠色標章之圖像辨識與購買意願的討論..52
三、受訪者對於綠色標章之圖像認知與購買意願的討論..54
四、綠色標章之察覺情形............................54
五、綠色標章之資訊來源............................55
第六章 研究建議.........................................56
一、綠色標章的訊息傳遞................................56
二、教育消費者並提升綠色標章理念及認知................56
三、綠色標章之價值彰顯................................57
四、銷售通路之拓展....................................58
五、綠色標章制度之推行................................58
六、綠色標章產品之拓展................................59
第七章 研究限制與未來方向...............................60
第一節 研究限制.......................................60
一、未探討其他的綠色標章認證......................60
二、受訪者的內在心理..............................60
第二節 未來研究方向...................................61
一、不同變數的探討................................61
二、不同通路的比較................................61
三、研究對象的類型................................61
參考文獻................................................62
一、中文部分..........................................62
二、英文部分..........................................64
三、網路部分..........................................70
附錄:問卷...............................................71

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三、網路部分
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環保署綠色生活資訊網(2013)。2012年5月13日查詢，取自http://greenliving.epa.gov.tw/。