消費者對永續品牌的態度：理性行為理論的觀點

Abstract

這項研究調查了哪些變數會影響消費者對永續品牌的行為。研究表明，對採取環保行動（環境自我效能/ESE）更有信心並且高度關注環境福祉（生物圈價值/BV）的消費者更有可能對態度做出積極貢獻邁向永續品牌（ATB）。此外，優先考慮道德考量（道德消費者行為/EMCB）的消費者會感受到遵守社會期望（一致性/C）的壓力，對主觀規範（SN）產生正面影響。研究還發現，對永續品牌（ATB）的積極態度和支持永續品牌的社會認可度（SN）都會導致品牌防禦和品牌傳播行為的增加。值得注意的是，積極的 ATB 似乎對積極倡導品牌（傳播福音）有更強的影響。相反，SN 似乎是品牌防禦的更強大動力。雖然研究發現環境意識（EC）調節了從眾和有道德意識的消費者行為對主觀規範的影響（儘管有趣的是，當消費者俱有強烈的環境意識時，從眾壓力的影響較弱），但分析並沒有揭示環境意識對 ESE 和 ATB 生物圈值之間的關係具有統計顯著的調節作用。這些發現為希望培養積極的消費者態度和社會規範，最終培養品牌忠誠度和永續發展領域宣傳的品牌提供了寶貴的見解。This study investigated what variables influence consumers' behavior towards sustainable brands. This revealed that consumers who are more confident in taking pro-environmental actions (Environmental Self-Efficacy/ESE) and have a heightened concern about the well-being of the environment (Biospheric Value/BV) are more likely to positively contribute to Attitude Towards Sustainable Brands (ATB). Additionally, consumers who prioritize ethical considerations (Ethically Minded Consumer Behavior/EMCB), feel pressure to conform to societal expectations (Conformity/C) positively influences Subjective Norms (SN).The study also found that both a positive attitude towards sustainable brands (ATB) and the perception of social approval (SN) for supporting them lead to increased brand defense and brand evangelism behaviors. Notably, a positive ATB seems to have a stronger effect on actively advocating for a brand (evangelism). Conversely, SN appears to be a stronger motivator for brand defense.While the study found that Environmental Consciousness (EC) moderated the influence of Conformity and Ethically Minded Consumer Behavior on Subjective Norms (although interestingly, the pressure to conform has a weaker influence when a consumer has a strong Environmental Consciousness), the analysis did not reveal a statistically significant moderating effect of Environmental Consciousness on the relationship between ESE and Biospheric Values with regards to ATB.