The Analysis of Brand Effect and Price Margin to the Energy-saving Label

• Main Authors: Pei-yu Shieh, 謝佩諭
• Other Authors: kuo-liang Yang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/73925921177116565477

碩士 === 南華大學 === 環境管理研究所 === 97 === 　　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.