The study on consumption values and the market choice of bamboo charcoal products

• Main Authors: Yi-Hau Li, 李翊豪
• Other Authors: 李國忠
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/96474573155403854988

碩士 === 國立臺灣大學 === 森林學研究所 === 92 === The consumption values and market choices theory were applied to analyze the general consumption of bamboo charcoal products in the Taiwan market in this study, which aims to help the decision units or firms to determine the potential of bamboo charcoal market and the product and market position of charcoal market. This information is determined through discussing the acceptability of bamboo charcoal products to Taiwan consumers, the key reasons affecting consumers’ purchase behavior and the characters of the potential consumers in the developing Taiwan market. Mail survey was used to conduct this research, which primarily used the households in Taiwan as its research object. Through using factor analysis, discriminant analysis, one-way MANOVA analysis and Chi-square test, the following results had been found: I. The proportion of the public that is willing to be users was 85.4% (including purchased consumers and non-purchased consumers). There were 95.6% purchased consumers willing to be continuers and 82.1% non-purchased consumers willing to be initial adopters. II. After applying the consumption values and market choices theory, there were nine significant factors affecting buyers’ behavior. These factors were listed at the order of discriminate loading: 1. innovativeness of consumers, 2. low risk and low price of bamboo charcoal products, 3. function demands, 4. remarkable and pragmatic impression, 5. dirty and exaggeration impression, 6. impetuous character and domestic impression , 7. active green consumers , 8. influence from secondary groups, 9. referrals and promotion. III. Based on the result from demographic variables, pre-adoption purchase status and these aforementioned nine significant factors, several conclusions are given here: 1. Married people had more active green consumption behaviors. Single people are prone to buy bamboo charcoal products because of impetuous and household impressions. 2. 30-34 years old consumers were less likely to have negative impression due to the appearance or functions of bamboo charcoal and 40-44 years old consumers valued the functions bamboo charcoal products can provide. 3. Consumers with college degrees were easily influenced by the experts or environmental protection groups to buy the bamboo charcoal products. 4. Government officer had more active green consumption behaviors; valued the functions bamboo charcoal products can provide and were easily perceived the risk resulting from bamboo charcoal products and had high price sensitivity to bamboo charcoal products. Businessmen had higher innovativeness and were easily influenced by the experts or environmental protection groups to buy the bamboo charcoal products. 5. The house-income between sixteen and eighteen thousand NT dollars per month had higher actively green consumption behaviors and valued the functions bamboo charcoal products can provide. High-revenue families easily influenced by the experts or environmental protection groups to buy the bamboo charcoal products. 6. Purchased consumers had higher actively consumption behavior and prone to buy bamboo charcoal products because of practical and marvelous impressions and less likely to have negative impressions due to the appearance or functions of bamboo charcoal. IV. Chi-square test had been applied to combine demographic variables and choice behaviors. We found household revenue and occupation having significant relationship with purchase behaviors.