Exploring the Effect of Green Packaging on Consumer's Purchase Intention:Internal Locus of Control as a Moderator

[[abstract]]近年環保意識升起，許多產品以綠色包裝的形式出現在各大通路上，綠色包裝的外型、製作成份是否會喚起消費者的環保觀念而去購買。另外，為了讓綠色包裝在市場區隔及市場定位更加明確，從內控型人格這項因素去切入，加以了解消費者內控人格的程度，讓廠商對消費者族群宣傳時可以更加明確。本研究採實驗法，來探討綠色包裝對消費者的知覺價值及購買意願之研究，為2(減少包裝：有、無)*2(可分解包裝：有、無)的二因子設計。另外加入了內控人格(高、低)為調節變數，檢驗內控程度不同的人對綠色包裝的知覺價值及購買意願是否有差異。本研究結果顯示，減少包裝的產品較一般包裝產品對消費者的新奇價值高，減少包裝的產品與可分解包裝的產品皆不會影響到消費者的購買意願。高內控的人對於可分解包裝產品的社會價值、經濟價值、功能價值較低內控的人強烈；另外，高內控的人對於可分解包裝產品的購買意願也比低內控強烈。[[abstract]]Recently,environmentalawarenessimproved.Manygreenpackagingproductslaunchinthemajorchannels.Greenpackagingappearance,theproductionofingredientswillarousetheconsumer'sconceptofenvironmentalprotectionawaytobuy.Inaddition,inordertoletthegreenpackagingmarketsegmentandmarketpositioncleartomakeinternallocusofcontrolasacut-inpoint.Tounderstandtheextentofconsumerinternalcontrolpersonalitysothatcorporateclearpromotestoconsumer.Thisstudyadoptsexperimentmethod.Toexplorethegreenpackagingofconsumersperceivedvalueandpurchaseintentionofthestudy.As2(reducingthepackaging:whetherornot)by2(biodegradablepackaging:whetherornot)oftwo-factorsdesign.Inaddition,addinginternallocusofcontrolasamoderatortoanalysedifferentinternallocusofcontroldegree(high,low)ongreenpackagingperceivedvalueandpurchaseintention.Thestudyresultsshowedreducingthepackagingproductstoarehigherthangeneralpackagingprodoctsontheconsumer’sepistemicValue.Bothreducingpackagingproductsandbiodegradablepackagingproductscannotaffectconsumer’spurchaseintention.Socialvalue,economicvaluefunctionalvalueofhighinternallocusofcontrolsocialvalue,economicvaluefunctionalvalueonbiodegradablepackagingishigherthaninternallocusofcontrol.Moreover,purchaseintentionofhighinternallocusofcontrolonbiodegradablepackagingishigherthanlowinternallocusofcontrol