| 摘要: | 西方自從工業革命後，經濟快速成長帶來了大量的生產和大量的污染，地球環境的惡化成為各國重視的問題之一。雖然早期就有環保人士提出警告希望各國政府能夠重視環境問題，在二次世界大戰後才真正的被重視。 經濟發展與環境保護兩者之間有著密不可分的關係，科技的進步與高度的經濟發展使得地球的資源需求大幅增加，對環境造成重大的衝擊，而環保意識逐漸抬頭情況下，消費者在選購產品時開始注意產品是否符合環保，而環保標章設立之目的在於鼓勵廠商於產品製造過程中進行節能並降低環境污染。它是一種商標，使符合環保標章認證之產品具有品牌價值差，此價差應等同於理性消費者之主觀願付價格(Willingness-to-Pay, WTP)，又假設產品皆不具有標章與品牌的情況下，消費者希望獲得較多的折扣(Willingness-to-Accept, WTA)，才願意去購買該產品。 本研究擬以環保標章類中之節能標章為對象，以條件評估法推估消費者在選購符合節能標章認證家電產品之願付價格與品牌價格。本研究亦以個人變項中之性別、年齡、教育程度、婚姻狀況、職業、收入，分別對於多支付標章、多支付品牌、多支付標章加品牌，以及少支付標章、少支付品牌、少支付標章加品牌分別進行迴歸分析，藉以推估個人變項對於願付價格與願受補償之影響。 實證結果顯示消費者已能將節能標章認同為品牌，然其願付價格少於品牌價值；且其對具品牌與標章家電之願付價格(WTP)明顯低於不具品牌與標章家電之願受補償(WTA)，顯示消費者仍屬理性消費行為，然而個人變項中，性別、年齡、教育程度對WTP與WTA之影響具有一致性，婚姻、職業、家庭收入則因情境而異。
Industrial revolution along with fast economic growth had brought enormous production as well as pollution. The degradation of earth’s environment therefore became problems that all governments have to face. Although the environmental protectionists had long highlighted the importance of environment problem, they did not cause enough attention until the end of World War II. Economic development and environmental protection are highly correlated. Technical progress along with highly economic development increases the demand of natural resources and crease heavy impact to the environment. Consumers are more willing to select and purchase products that are consistent with environmental protection along with the rising of environmental consciousness. The purpose of setting eco-label, however, is to encourage firms for energy-saving production and to reduce environmental pollution. The label could be treated as trademark such that those with the label and the induced brand value will produces market margin to those without. The margin should be equivalent to rational consumer’s subjective willingness-to-pay (WTP). On the other hand, those products without both label and brand should deserve more willingness-to-accept (WTA) in order to balance rational consumer’s behavior. This research selects energy-saving label from eco-label as an example, and applies Contingent Valuation Method (CVM) to estimate consumer’s WTP for electrical appliances with energy-saving label, brand value, or both. Regression analysis is used in this study considering personal data of gender, aging, education, marriage, occupation, family income. These data are regressing on WTP to label, to brand, and to the both. The same approaches are also applied to the regression on WTA to no-label, to no-brand, and to neither.Results of the study demonstrate a statistically consistent of label value to brand value, although a relatively less value. The estimated WTPs of products with label and brand are significantly lower than the WTAs for those who without. This is consistent with consumer’s rational behavior. The analysis of personal data, gender, aging, education are consistence to the influence of WTP and WTA. The influence of marriage, occupation, and family income to WTP and WTA, however, will depend on the scenarios. |
