正念品牌形象對消費者品牌態度和依附之影響

Abstract

當永續性日益成為消費者關注的重點，品牌也越來越被期待能在其形象中展現道德、負 責任且具環保意識的實踐。本論文提出「正念品牌形象」的概念，並以覺察、關懷、自律三 構面為基礎，作為企業實踐與傳達正念消費理念的一種方式。儘管過去的研究多聚焦於消費 者的正念行為，但對企業如何運用正念品牌策略以提升顧客參與的探討仍有限。本研究旨在探討正念品牌形象正念品牌形象如何影響消費者的知覺價值，特別是享樂價 值與實用價值，並進一步分析這些價值如何影響品牌依附與購買意圖。研究採用「刺激─有 機體─反應模型」作為理論基礎，並透過比較法分析個人主義(法國)與集體主義(台灣) 文化情境中，文化取向對消費者反應的調節效果。本研究共收集來自兩國共 209 份有效問卷，並以偏最小平方法結構方程模型進行假設驗 證。結果顯示，正念品牌形象能顯著提升享樂與實用價值，進而強化品牌依附與購買意圖。 本研究對正念消費與品牌領域的文獻提供理論與實證貢獻，並為全球行銷人員提供實務建 議，使其在強調永續價值的同時，亦能因應文化差異調整品牌策略。

As sustainability becomes a growing concern among consumers, brands are increasingly expected to reflect ethical, responsible, and environmentally conscious practices in their identity. This thesis introduces the concept of Mindful Brand Image (MBI), grounded in the ACT framework (Awareness, Caring, Temperance), as a means for businesses to embody and communicate mindful consumption principles. While prior studies have focused on consumers ’mindful behaviours, limited attention has been given to how companies can leverage mindful branding to enhance consumer engagement.This research aims to examine how MBI influences consumer perceptions and more specifically hedonic and utilitarian values, and how these perceptions affect brand attachment and purchasing intentions. The Stimulus-Organism-Response (SOR) model is used as the theoretical framework. In addition, the study investigates how cultural orientation moderates these relationships by comparing individualistic (France) and collectivist (Taiwan) contexts.A total of 209 valid survey responses were collected across both countries. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the proposed hypotheses. The results show that MBI significantly enhances both hedonic and utilitarian values, which in turn strengthen brand attachment and purchasing intentions.This study contributes to the literature on mindful consumption and branding by conceptualising and empirically validating the MBI construct. It also provides practical insights for global marketers seeking to align brand strategy with sustainability values while addressing cultural differences in consumer response.