| Summary: | 碩士 === 元智大學 === 經營管理碩士班(行銷學程) === 107 === With the advances of Internet technology and community, it becomes easier than before to apply the power of the crowds. It also promotes the emergence of a new business model, “Crowdfunding”. This model not only provides a new way to raise the funds, but also attracts consumers' attention and enhances project awareness.
Along with economic high growth, the environmental pollution becomes more serious. Both consumers and the government are paying more attentions on the environmental protection and green consumption issues. In order to resolve pollution issues, the government has banned the disposable plastic products and require environmental protection regulations, and consumers, are more willing to purchase green products toward green consumption.
In the past, consumers only cared about products’ functional values, price and aesthetics. However, they gradually turned into focus on green values about environmental protection and plastic reduction. Some consumers are not only willing to change their consumption behaviors, but also share their own green knowledge.
Previous studies on the crowdfunding were focused on the factors how successes project, but we try to bring a different perspective and adopt value consumption theory to investigate how consumers are willing to support green crowdfunding project and share green knowledge in a virtual community. On the other hand, we explored how they spread the knowledge and consumption value, and attract more people to participate in the green project.
In order to be closer to the actual market, this paper took the crowdfunding project ‘Pockeat food bags’ as an example. Pockeat food bag was one of the most successful star green product in 2017, with that raised top fundraising amount in Taiwan. Therefore, by using the theory of consumption value, we can explore the differences in the consumption value, four types of members, and understand more about the importance of the social and functional value for the consumers. Understanding the knowledge sharing of different members in the community of Pockeat food bags, and affecting their green consumption behavior through knowledge to change the attitude to green crowdfunding.
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