頁籤選單縮合
題 名 | 綠色產業發展中綠色消費與產品行銷關係之探討=An Examination on the Relationship between Green Product Consumption and Marketing |
---|---|
作 者 | 曾倫崇; 張永富; 林佳姿; | 書刊名 | 遠東學報 |
卷 期 | 25:2 2008.06[民97.06] |
頁 次 | 頁343-359 |
分類號 | 445.9 |
關鍵詞 | 綠色產品; 綠色行銷; 綠色消費; Green products; Green marketing; Green consumption; |
語 文 | 中文(Chinese) |
中文摘要 | 重視環境保護的綠色產業發展和綠色行銷是近年來行銷領域研究的熱門話題。但如何將綠色產業發展之綠色產品從設計、採購、製造、行銷到商品化整合策略上面,國內在這方面的研究仍缺乏。 本研究以綠色產業發展中綠色消費與產品行銷關係之探討為主題,本研究包含深入訪談、焦點訪談和問卷調查等不同研究方式。本研究在問卷調查上抽取500 個樣本,有效樣本為338 個。 本研究發現:消費者對「自然環境被破壞」及覺得「自然環境的好壞」將會影響到生活品質的這一類問題感到很擔心。消費者「最討厭那些空呼環保口號,卻未真心盡力做環保的廠商」,在選購綠色食品時最考慮的重要因素為品質、天然成分及價格。綠色產業發展中之產品行銷對綠色產品績效有關係。 |
英文摘要 | Recently, environment problems are being concerned more and more eagerly by people around the world. Therefore, the issues of green marketing and green consumption have become popular in the field of marketing. This study aims at investigating the recognition of the green consumption concept as well as green consumer behavior. In this study, we adopted In-depth Interviews, Focus Group Discussions and questionnaires for data collection. Among the samples of 500 respondents under survey, 338 valid questionnaires were obtained for analysis. This study concluded that green consumption and green marketing are co-related significantly. |
本系統中英文摘要資訊取自各篇刊載內容。