A study on Consumer’s Cognition and Position toward Green Product

• Main Authors: Shen-Kai Hung, 洪聖凱
• Other Authors: Pi-Ju Tsai
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/10346408676904044389

碩士 === 義守大學 === 管理研究所碩士班 === 94 === The main purpose of this study is to understand the customer’s cognition of green marketing on statistical way and develop the cognitive map as the reference for consumer and industry. Moreover, this study also aims to investigate that whether consumers change their cognitive by green marketing and produce the willing to purchase. This study chooses ten products for investigating consumers’ cognition, uses Factor analysis to find out the related factors and count out the factor point, then uses the Position analysis to develop the perceptual map. This study also chooses paper and electronic motor, to be experimental product of experimental design. Using factors design and cite the scholar points of green marketing group to be experimental factor, through the orthogonal array to develop 8 different marketing ads and proceed the experiment. This study uses the questionnaire aiming at students of I-Shou University. The data was acquired and analyzed through those methods of position analysis and ANOVA. The main findings of this research are as follows: 1. The products which qualified with environmental factor are paper, solar energy geyser, carrier bag, reproduce tissue. The products which qualified with practical and entertained factor are environmental stool, electronic motor, air condition, refrigerator, box of printer and compose. 2. Regarding paper ad, there are 6 types of ads have significant differences on environmental protection orientation between ad-seeing and non ad-seeing. 3. Regarding Electronic motor ad, there are 4 types of ads have significant differences on marketing factors between ad-seeing and non ad-seeing.