跳到主要內容

臺灣博碩士論文加值系統

(44.211.31.134) 您好!臺灣時間:2024/07/24 17:23
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:阮氏紅絨
研究生(外文):NGUYEN THI HONG NHUNG
論文名稱:感知風險、綠色品牌知名度和環境意識對綠色產品購買意願之影響-以越南綠色洗髮精的消费為例
論文名稱(外文):The Influence of Risk Perception, Brand Awareness and Environmental Awareness on Green Product’s Purchase Intention – A study of consumption of Eco-friendly shampoo in Vietnam
指導教授:耿慶瑞耿慶瑞引用關係
指導教授(外文):KENG, CHING-JUI
口試委員:劉祐綸江啟先耿慶瑞
口試委員(外文):LIU, YU-LUNCHIANG, CHI-HSIENKENG, CHING-JUI
口試日期:2022-06-10
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:59
中文關鍵詞:感知風險品牌知名度環境意識綠色產品購買意願
外文關鍵詞:perceived riskbrand awarenessenvironmental awarenesspurchase intention
相關次數:
  • 被引用被引用:1
  • 點閱點閱:357
  • 評分評分:
  • 下載下載:136
  • 收藏至我的研究室書目清單書目收藏:0
綠色身體洗護產品很早就在越南出現,深受越南消費者的歡迎。客戶越來越關注 到環境問題,他們希望在盡量減少他們的行為對環境所造成的壞影響起著積極作用。 出現越來越多關於綠色產品的討論,導致許多公司和品牌試圖進入綠色產品類別。在 綠色產品市場商機發展旺盛的同時,越南當地企業也在加強投資,以提高客戶對綠色 品牌的認識和環保意識,最終目標是銷售更多的綠色產品。 本研究的目的在於調查感知風險、綠色品牌知名度和環境意識對綠色購買意願的 影響并以越南人對綠色洗髮精的消費為研究對象。研究模型由四個觀察變量構建,包 括:感知風險、綠色品牌意識、環境意識,因變量是綠色產品購買意願。該論文的研 究方法採用描述性統計分析為研究方法并使用SPSS 23.0統計軟件,對350名客戶進行 調查。調查數據顯示,綠色品牌知名度和環境意識都對消費者綠色購買意願產生顯著 的影響,其中,環境意識是最有影響力的要素。但是感知風險並沒有對越南人購買生 態產品的意願產生任何顯著的影響。這項研究的發現可以為公司提供一些營銷啟示。 為了增加購買環保產品的意願,企業需要利用媒體跟消費者宣傳品牌的“綠色”屬性 和提高消費者的生態環境意識。
Environmentally friendly body care products have appeared in Vietnam quite early and are popular with Vietnamese consumers. As an inevitable trend, consumers are more and more fussed over environmental protection, moreover, they want to play a more proactive role in minimizing the negative effect on the environment due to their behavior. The growing conversation about environment-friendly products has lead to more companies and brands trying to enter the green product category. While business opportunities in the green product market are booming, local companies in Vietnam are also increasing their investments to increase customer awareness of green brands and environmental awareness, the end goal is to sell more green products.
The goal of this study was to look into the effectiveness of risk perception, green brand awareness & environmental awareness on green purchase intention. It takes Vietnamese people's use of environmentally friendly shampoo products as the research object and distributes the questionnaire. The research model is built with four observed variables, including: risk perception, green brand awareness, environmental awareness and the buying intention of green products is a dependent variable. The study was carried out with a survey sample of 350 customers by the research method using descriptive statistics analysis, statistical software SPSS 23.0. The outcomes of this study reveal that green brand awareness and environmental awareness both have an effect on consumers' green purchase intention, in which, environmental awareness is the most influential factor. However, perceived risk has not had any significant impact on Vietnamese people's decision to buy green products. The detection of this study can hand over some marketing implications for businesses. To increase the willingness to buy green products, companies need to use the media to inform consumers about the "green" attributes of brands and raise consumers' environmental awareness.

摘要 i
Abstract ii
Acknowledgements iii
Table of Contents iv
List of Figures vii
List of Tables viii
Chapter 1 Introduction 1
1.1 Background of the problem and necessity of research 1
1.2 Aims of the study 4
1.3 Research Scope And Research Objectives 5
1.4 Research method in brief 6
1.5 Structure of the thesis 6
Chapter 2 Literature Review 7
2.1 An overview of previous studies 7
2.1.1 Perceived Risk 7
2.1.2 Green Brand Awareness 8
2.1.3 Environmental Awareness 9
2.1.4 Green Product 11
2.1.5 Green Product’s Purchase Intention 12
2.1.6 Green Brand Awareness and Green Perceived Risk 12
2.1.7 Perceived Risk and Green Product’s Purchase Intention 13
2.1.8 Brand Awareness and Green Product’s Purchase Intention 14
2.1.9 Environmental Awareness and Green Brand Awareness 14
2.1.10 Environmental Awareness and Green Product’s Purchase Intention 15
2.2 Research Gap 16
2.3 Research Framework and Hypotheses 17
Chapter 3 Methodology 18
3.1 Research Process 18
3.1.1 Draft Scale 18
3.1.2 Complete Scale 18
3.1.3 Formal Quantitative Research 18
3.2 Sample design 20
3.3 Questionnaire Design 20
3.3.1 Green Perceived Risk (PR) 21
3.3.2 Green Brand Awareness (BA) 22
3.3.3 Environmental Awareness (EA) 22
3.3.4 Green Product’s Purchase Intention (PI) 23
3.3.5 Personal Information 23
3.4 Methods of Data Analysis 24
3.4.1 Descriptive Statistics 24
3.4.2 Cronbach's alpha Reliability Analysis 24
3.4.3 Exploratory Factor Analysis (EFA) 25
3.4.4 Pearson Correlation Analysis 26
3.4.5 Linear Regression Analysis 27
Chapter 4 Results 29
4.1 Participants’ distribution 29
4.2 The results of Cronbach’s alpha Realiability Analysis 32
4.3 The results of Exploratory Factor Analysis 33
4.3.1 Results of EFA analysis for Independent Variables 34
4.3.2 Results of EFA analysis for Dependent Variables 36
4.4 The results of Pearson correlation coefficient Analysis 36
4.5 The results of Linear Regression Analysis 37
4.5.1 Multiple Linear Regression 38
4.5.2 Simple Linear Regression 42
4.6 The results of testing the research hypotheses 43
Chapter 5: Conclusions and Suggestions 46
5.1 Conclusions and Discussion 46
5.2 Implications 47
5.3 5.3 Study Limitations and Suggestions for Future Study 48
References 50
Appendix 57

References


Aaker, D. A. (1992) Managing brand equity: capitalizing on the value of a brand name. Journal of Marketing, 56(2), 125-128.
Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102–120.
Ahmed, J., Shivhare, U. S., & Sandhu, K. S. (2002). Thermal degradation kinetics of carotenoids and visual color of papaya puree. Journal of Food Science, 67(7), 2692–2695.
Akehurst, G., Afonso, C., & Gonçalves, H. M. (2012). Re-examining green purchase behaviour and the green consumer profile: New evidences. Management Decision, 50(5), 972–988.
Alamsyah, D. P., & Febriani, R. (2020). Green Customer Behaviour: Impact of Green Brand Awareness to Green Trust. Journal of Physics: Conference Series, 1477(7).
Banbury, C. M. (1995). and Business Survival. Management, 16(I 995), 161–182.
Batra, R., & Sinha, I. (2000). Consumer-Level Factors Moderating The Success. Journal of Retailing, 76(2), 175–191.
Beatty, S. E., & Smith, S. M. (1987). External Search Effort: An Investigation Across Several Product Categories. Journal of Consumer Research, 14(1), 83.
Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6), 818–841.
Chaudhuri, A. (1997). Consumption Emotion and Perceived Risk: A Macro-Analytic Approach. Journal of Business Research, 39(2), 81–92.
Chen, M. F., & Tung, P. J. (2014). Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36, 221–230.
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520.
Chen, Y. S., & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63–82.
Chen, Y. S., Chang, T. W., Li, H. X., & Chen, Y. R. (2020). The influence of green brand affect on green purchase intentions: The mediation effects of green brand associations and green brand attitude. International Journal of Environmental Research and Public Health, 17(11), 1–17.
Chen, Y. S., Lin, C. L., & Chang, C. H. (2014). The influence of greenwash on green word-of-mouth (green WOM): The mediation effects of green perceived quality and green satisfaction. Quality and Quantity, 48(5), 2411–2425.
Chiou, T. Y., Chan, H. K., Lettice, F., & Chung, S. H. (2011). The influence of greening the suppliers and green innovation on environmental performance and competitive advantage in Taiwan. Transportation Research Part E: Logistics and Transportation Review, 47(6), 822–836.
Chiu, C. M., Wang, E. T. G., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114.
Chung, J. Y., Lee, J., & Heath, R. L. (2013). Public relations aspects of brand attitudes and customer activity. Public Relations Review, 39(5), 432–439.
Cleveland, M., Kalamas, M., & Laroche, M. (2005). Shades of green: Linking environmental locus of control and pro-environmental behaviors. Journal of Consumer Marketing, 22(4), 198–212.
Cunningham, D. L. F., Gerlach, D. J., & Harper, D. M. D. (2001). ASSESSING PERCEIVED RISK OF CONSUMERS IN INTERNET AIRLINE RESERVATIONS SERVICES. 9(00), 1–62.
Currim, I. S., & Sarin, R. K. (1983). A Procedure for Measuring and Estimating Consumer Preferences under Uncertainty. Journal of Marketing Research, 20(3), 249.
Davis, D. F., Golicic, S. L., & Marquardt, A. J. (2008). Branding a B2B service: Does a brand differentiate a logistics service provider? Industrial Marketing Management, 37(2), 218–227.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307.
Dowling, G. R., & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-Handling Activity. Journal of Consumer Research, 21(1), 119.
Enis, P. E. M. and B. M. (1998). Classifying Products Strategically. Marketing Intelligence & Planning, 16(6), 356–362.
Equity, M. C. B., Lane, K., & Keller, K. L. (1993). Conceptualizing , Measuring , and Managing Customer-Based Brand Equity. 57(1), 1–22.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331–352.
Guéguen, N., & Stefan, J. (2016). “Green Altruism”: Short Immersion in Natural Green Environments and Helping Behavior. Environment and Behavior, 48(2), 324–342.
Harridge-March, S. (2006). Can the building of trust overcome consumer perceived risk online? Marketing Intelligence and Planning, 24(7), 746–761.
Hauser, J. R., & Urban, G. L. (1979). Assessment of Attribute Importances and Consumer Utility Functions: Von Neumann-Morgenstern Theory Applied to Consumer Behavior. Journal of Consumer Research, 5(4), 251.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling international marketing. Advances in International Marketing, 20, 277–319.
Hermann, P., & Locander, W. B. (1977). The effect of self-confidence and anxiety on risk reduction strategies for an innovative product. Journal of the Academy of Marketing Science, 5(1–2), 113–125.
Hoàng Thị Bảo Thoa. (2016). Nghiên cứu những nhân tố tác động tới mối quan hệ giữa ý định và hành vi tiêu dùng xanh của người tiêu dùng Việt Nam.
Huang, W., Schrank, H., & Dubinsky, A. J. (2004). Effect of brand name on consumers’ risk perceptions of online shopping. Journal of Consumer Behaviour, 4(1), 40–50.
Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence and Planning, 32(3), 250–268.
Johansson, E., Malik, A. H., Hussain, A., Rasheed, F., Newson, W. R., Plivelic, T., Hedenqvist, M. S., Gällstedt, M., & Kuktaite, R. (2013). Wheat gluten polymer structures: The impact of genotype, environment, and processing on their functionality in various applications. Cereal Chemistry, 90(4), 367–376.
Kamal Basha, N., Sweeney, J. C., & Soutar, G. (2015). Effects of country and delivery mode on perceived risk in international higher education. Journal of Marketing for Higher Education, 25(2), 171–203.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1.
Kerlinger, P., Lein, M. R., Ornis, S., Scandinavian, S., Mar, N., Kerlinger, P., & Lein, M. R. (2017). Nordic Society Oikos Differences in Winter Range among Age-Sex Classes of Snowy Owls Nyctea scandiaca in North America Published by : Wiley on behalf of Nordic Society Oikos Stable.
Kuang Chi, H., Ren Yeh, H., & Ting Yang, Y. (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies, 4(1), 135–144.
Lubin, D. A., & Esty, D. C. (2010). The sustainability imperative. Harvard Business Review, 88(5).
Martin, B., & Simintiras, A. C. (1995). The impact of green product lines on the environment: Does what they know affect how they feel? Marketing Intelligence & Planning, 13(4), 16–23.
Mitchell, V. W., & Greatorex, M. (1993). Risk Perception and Reduction in the Purchase of Consumer Services. The Service Industries Journal, 13(4), 179–200.
Mitchell, Vincent W., & Vassos, V. (1998). Perceived Risk and Risk Reduction in Holiday Purchases: A Cross-Cultural and Gender Analysis. Journal of Euromarketing, 6(3), 47–79.
Mohd Suki, N., & Mohd Suki, N. (2015). Consumption values and consumer environmental concern regarding green products. International Journal of Sustainable Development and World Ecology, 22(3), 269–278.
Moon, C. J., & Woolliams, P. (2000). Managing cross cultural business ethics. Journal of Business Ethics, 27(1), 105–115.
Morgan, R. E., & Strong, C. A. (1998). Market orientation and dimensions of strategic orientation. European Journal of Marketing, 32(11/12), 1051–1073.
Morrison, D. G. (1979). AND PURCHASE BEHAVIOR ll. 43(1966), 65–74.
Munoz, T. I. M., & Kumar, S. (2004). Brand metrics : Gauging and linking. Brand Management, 11(5), 381–387.
Nath, V., Nayak, N., & Goel, A. (2014). Green Banking Practices – a Review. International Journal of Research in Business Management, 2(4), 2321–2886.
Netemeyer, R. G., Maxham, J. G., & Pullig, C. (2005). Conflicts in the work-family interface: Links to job stress, customer service employee performance, and customer purchase intent. Journal of Marketing, 69(2), 130–143.
Nunnally, J.C. (1978) Psychometric theory. 2nd Edition, McGraw-Hill, New York.
Oliver, J. D., & Lee, S. H. (2010). Hybrid car purchase intentions: A cross-cultural analysis. Journal of Consumer Marketing, 27(2), 96–103.
Ottman, J. A. (2017). The New Rules of Green marketing.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134.
Peter, J. P., & Ryan, M. J. (1976). Investigation of Brand Risk the Level. Journal of Marketing, 13(2), 184–188.
Pfeffer, J. (2010). Building sustainable organizations: The human factor. Academy of Management Perspectives, 24(1), 34–45.
Qiao, Y., Wu, J., Yang, Y., Zhang, M., & Liu, S. (2011). Determination of 235U isotope abundance by measuring selected pairs of fission products. Nuclear Instruments and Methods in Physics Research, Section A: Accelerators, Spectrometers, Detectors and Associated Equipment, 665, 70–73.
Radder, L., & Huang, W. (2008). High-involvement and low-involvement products: A comparison of brand awareness among students at a South African university. Journal of Fashion Marketing and Management, 12(2), 232–243.
Ram Nidumolu, C.K. Prahalad, and M. R. R. (2014). Sustainability is the key driver of innovation. 71st World Foundry Congress: Advanced Sustainable Foundry, WFC 2014, September, 57–64.
Ramayah, T., Lee, J. W. C., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54(12), 1419–1427.
Raska, D., & Shaw, D. (2012). Is the greening of firms helping consumers to go green? Social Marketing Quarterly, 18(1), 40–54.
Rennings, K., & Rammer, C. (2009). Increasing energy and resource efficiency through innovation an explorative analysis using innovation survey data. Finance a Uver - Czech Journal of Economics and Finance, 59(5), 442–459.
Roselius, T. (1971). Consumer Rankings of Risk Reduction Methods. Journal of Marketing, 35(1), 56.
Royne, M. B., Levy, M., & Martinez, J. (2011). The public health implications of consumers’ environmental concern and their willingness to pay for an eco-friendly product. Journal of Consumer Affairs, 45(2), 329–343.
Sarigollu, E., & Huang, R. (2011). Examining the Relationship of Locus of Control, Pro-Environmental Attitude and Pro-Environmental Behavior. ACR North American Advances, 38, 931.
Schlegelmilch, B. B., Bohlen, G. M., & Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5), 35–55.
Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). Mindful consumption: A customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39(1), 21–39.
Simon-Kucher & Partners. (2021). Global Sustainability Study 2021. October.
Soylu, K., & Dumville, J. C. (2011). Design for environment: The greening of product and supply chain. Maritime Economics and Logistics, 13(1), 29–43.
Studsgaard Nielsen, G., & Poll, L. (2006). Determination of odour active aroma compounds in a mixed product of fresh cut iceberg lettuce, carrot and green bell pepper. Developments in Food Science, 43(C), 517–520. SUSTAINABILITY. (2017). 1–29.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77–105.
Tariq and Muhammad Zubair. (2014). Impact of Green Advertisement and Green Brand Awareness on Green Satisfaction with Mediating Effect of Buying Behavior. Journal of Managerial Sciences., 8(2), 274–289.
The Neilsen Company LLC (2015). Green Generation: Millenials Say Sustainability is a Shopping Priority. https://www.sustainmag.ca/green-generation-millennial-say-sustainability-is-a-shopping-priority/
Wang, S., Fan, J., Zhao, D., Yang, S., & Fu, Y. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model. Transportation, 43(1), 123- 143.
Yee, C. J., San, N. C., Barat, B., Perak, D. R., Sultan, J., & Shah, A. (2011). Consumers ’ Perceived Quality , Perceived Value and Perceived Risk Towards Purchase Decision on Automobile Department of Marketing Department of Commerce and Accountancy Faculty of Business and Finance , University Tunku Abdul Rahman , Perak Campus ,3(1), 47–57.
Yeung, R. M. W., & Morris, J. (2001). Food safety risk: Consumer perception and purchase behaviour. British Food Journal, 103(3), 170–187.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊