The study of eco-label in affecting green consumption

• Main Authors: Hsin-ching Wu, 吳欣靜
• Other Authors: Chung-chiang Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/94295670151947448414

碩士 === 南華大學 === 環境管理研究所 === 97 === 　　Promotion of green consumption must depend on eco-label that is a tool to help consumers recognize environment characteristic of products easily, because there are few research about eco-label in Taiwan, and most studies were focus on only one single label or particular label products, and has not to discuss the difference or the equivalent of different eco-labels, so we attempt to analysis the WTP (willing to pay) of different eco-labels and the factors affecting WTP. Besides, we also attempt to analysis the factors affecting green consumption, use the operation definition of green purchasing to investigate factors affecting eco-label products procurements. 　　 　　To investigate the current condition of green purchasing in Taiwan, we did some surveys on government institution, private firms and general consumers. The data is partly obtained from the in-depth survey with 10 governmental officials, 11 manufacturers and 20 consumers, and partly refer to the information release of relevant websites. We surveyed the consumers’ motivation and barriers of buying eco-label products, and attempt to analysis the factors affecting green consumption, and eventually present a theoretic framework. This study was undertaken by contingent valuation method (CVM) where in the questionnaire and face-to-face survey that was designed for the students and members of society, finally use descriptive statistics, binary logistic regression and ordinal logistic regression to analysis the data. 　　 　　For WTP investigation, the analysis results conclude that the percentage of who will not to pay for Green Mark, Energy Label and Recycling Label are the highest. For respondents that had a positive WTP, the mean WTP for these three kinds of labels are 6.67%, 10.79%, 5.95%. To analysis the factors affecting WTP by ordinal regression method, the result shows (1) environment belief, environment involvement, gender and income are significant for WTP of Green Mark; (2) environment belief, environment involvement and gender are significant for WTP of Energy Label; (3) environment belief, gender, marriage status, the degree of education and income are significant for WTP of Recycling Label. 　　 　　For green consumption, the analysis results conclude that the percentage of who had never bought the products of Green Mark, Energy Label and Recycling Label are 41.3%, 65.1%, 14.2%, the highest percentage is Energy Label, the last is Recycling Label. Furthermore, investigate the factors for eco-label products procurement by binary regression method, the result shows product quality, popularization, the way of promotion, label identification, WTP and preference for label affected the eco-label products procurement. 　　 　　Some suggestion for the promotion of green consumption: (1) construct the guidelines for eco-label; (2) the label size and business brand size have a fixed ratio; (3) the promotion of green consumption should consider the demand of consumers and producers; (4) regulate all the firms to apply for type-I label mandatory; (5) rank the environmental benefit of type-I label.