消費者購買 B 型企業產品的因素探討: 理性行為理論的觀點

Abstract

本研究以理性行為理論(Theory of Reasoned Action)为基础探討消費者對通過 B 型企業(B Corps)認證產品的購買意願。具體而言,本研究觀察了消費者對 B 型企業的認知和主觀規範如何影響其對企業或品牌的信任,以及這種信任如何進一步影響消費者與產品互動的參與度,最終形成購買意願。而根據計劃行為理論,意願是構成實際行為的關鍵。此外,研究還深入探討了對 B 型企業的主觀知識和消費者可持續性意識在研究模型中的調節作用。本研究聚焦於台灣市場和消費者,研究結果顯示,消費者對品牌的信任顯著受到其認知和主觀規範的影響。此信任進而積極影響消費者與品牌互動的意願,最終形成正向的購買意願。數據還表明,台灣消費者普遍對環境和社會議題表現出強烈的關注,這突顯了企業在環境與社會各方面的可持續性表現的重要性。此外,本研究旨在加深公眾對負責任消費行為的認識,並增強消費者的社會責任感。最後,本研究為台灣 B 型企業的品牌行銷議題等相關領域提供了寶貴的學術和管理見解,為台灣企業制定有效的營銷策略提供了戰略發展建議。通過理解消費者認知、主觀規範和可持續性意識的關鍵作用,企業可以更好地調整其實踐,以滿足消費者期望,促進更深層次的互動,從而提高市場競爭力和可持續性。

This study utilizes the Theory of Reasoned Action to investigate consumer purchase intentions towards products from certified B Corps. Specifically, the research examines how consumers' perceptions of B Corp and subjective norms influence their trust in companies or brands, and how this trust subsequently affects consumer engagement, ultimately leading to purchase intentions. Additionally, the study delves into the moderating effects of subjective knowledge about B Corp and sustainability awareness within the research model. Focusing on the Taiwanese market and consumers, the findings reveal that consumers' trust in a brand is significantly influenced by their perceptions and subjective norms. This trust, in turn, positively impacts their willingness to engage with the brand, culminating in a stronger purchase intention. The data also indicates that Taiwanese consumers typically demonstrate a pronounced concern for environmental and social matters, highlighting the importance of corporate sustainability performance in these areas.Furthermore, this research aims to deepen public awareness and enhance consumer social responsibility regarding responsible consumption behavior. Lastly, this research provides valuable academic and managerial insights for the marketing issues related with B Corps in Taiwan, offering strategic development recommendations for Taiwanese enterprises in crafting effective marketing strategies. By understanding the pivotal role of consumer perception, subjective norms, and sustainability awareness, businesses can better align their practices to meet consumer expectations and foster deeper engagement, thereby enhancing their market competitiveness and sustainability.