| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 96 === ABSTRACT
In the present, Global warming and eco-environment damage have been highly valued by the world (including Taiwan).There are numerous consumers who have environmental consciousness. Therefore, corporation how to improve consumers willingness to buy green products have become a important issue for management.
This study aims to investigate corporation request for green products: including environmental labels request、green packaging request、environmental consciousness request. It will investigate how there are three antecedents variables influence consumers’ cognition of green products separately, and it will experiment with the cognition of green products 、the attitude of green consumers and the intention to buy green products to exams the relationships between this three variables. Questionnaires were utilized to collect the data ad a sample of 473 was obtained, mainly located in Taipei city area, linear structural relation model was used to analyse data and test the hypothesis. The result indicates that: There were no significant differences between environmental labels request and cognition of green products; there were no significant differences between green packaging request and cognition of green products; environmental consciousness request influences cognition of green products positively; there were significant differences between cognition of green products、consumers’s green attitude and intention. In conclusion, according to the result of this research, the author offered the suggestions for corporation.
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