The Impact of Green Mark for Consumer Buying Decision

• Main Authors: Rin Huang, 黃惠琳
• Other Authors: Peter Lee
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/24530344298024152945

碩士 === 育達商業技術學院 === 企業管理所 === 95 === With the wide variety of products in the market nowadays, consumers find it hard distinguish environmentally improved products. Therefore, systematically trusted and clear green mark is crucial to promote green consumerism by enabling consumers to quickly and precisely pick out environmentally improved products while making purchases. In view of vague concepts of environmental protection, governments promote inspection policies and certify whoever passes set standards. Such policies not only encourage environmentally improved products but also standardize green mark, improving consumer recognition of green products. This research use questionnaire survey, and discovers that majority of consumers are aware to certain level of green mark and that such knowledge influences consumer decision making greatly. It is also learned that prices of products prove especially influential in purchase decisions when consumer lack strong sense of environmental protection. Another noticeable factor in purchase decision making is the channel. A convenient channel, such as a mega store, which provides great varieties are generally preferred by consumers. The best promotion scheme of green consumerism is the media.