影響消費者對永續產品的態度與購買行為的因素：心理契約的觀點

Abstract

隨著環境污染的問題日益嚴重，永續議題的討論度不斷地在提升。對此，聯合國也於2015年提出SDGs永續發展指標希望能夠解決相關問題，並強調永續消費行為的重要性。本研究旨在探討消費者是否會因為對環境議題的關注進而與大自然建立一種未明確訂定的心理契約，並影響他們對永續產品的態度與行為。採用了PLS結構方程模型分析的研究結果顯示，消費者對於大自然的感激、連結、個人和社會規範與心理契約呈正相關，並進而影響對永續產品的態度、永續購買行為、支付溢價意願和產品轉換意願。環境自我效能能夠正向調節消費者與大自然的心理契約，性別與收入則無顯著影響。本研究首次將大自然擬人化作為心理契約的對象，也驗證了其對永續消費層面的影響。這些發現對於品牌方在行銷策略的訂定上具有重要意涵，可以利用消費者的環保意識和連結感來提升競爭力與品牌忠誠度。研究侷限包括樣本地區與時間的限制，未來研究應在不同文化背景下進行更多探討，並研究不同類型的永續產品和其他擬人化對象對消費行為的影響。

With the increasing severity of environmental pollution, the discussion of sustainability issues has been on the rise. In response, the United Nations proposed the Sustainable Development Goals (SDGs) in 2015 to address these issues and emphasize the importance of sustainable consumption behavior. This study aims to explore whether consumers will form an implicit psychological contract with nature which may influence their attitudes and behaviors towards sustainable products due to their concern for environmental issues.The results, analyzed using PLS structural equation modeling, show that consumers' gratitude towards nature, connection with nature, personal norms, and social norms are positively correlated with psychological contracts. These psychological contracts, in turn, affect attitudes towards sustainable products, sustainable purchasing behavior, willingness to pay a premium, and willingness to switch to sustainable products. Environmental self-efficacy positively moderates the psychological contract between consumers and nature, while gender and income have no significant effect.This study is the first to anthropomorphize nature as an object of psychological contracts, verifying its impact on sustainable consumption. These findings have important implications for brand marketing strategies, suggesting that leveraging consumers' environmental awareness and connection with nature can enhance competitiveness and brand loyalty. The limitations of the study include restrictions on the sample's region and timeframe. Future research should explore different cultural contexts and investigate the effects of various types of sustainable products and other anthropomorphized entities on consumer behavior.