The Effects of Customer Perceived Value and Industrial Eco-innovation Strategy on Green Product Development:Toy Industry

• Main Authors: Hsiao-PingChang, 張筱萍
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/44701458311034371430

碩士 === 國立成功大學 === 國際管理碩士在職專班 === 98 === The purpose of this study is to examine why both parties (industry and consumer market) have mutual interests in protecting the environment, but they still are hesitant to act green. The study used two-stage sampling from consumer market to depict ideal green product characteristics and reliable toy companies, and visit these companies for the second sample collection to examine whether the organizational eco-innovation strategy with customer value has a positive effect on green product development. In another words, the customer’s benefit is an important factor on new product development strategy for green toys. This research shows that the willingness to buy green toys increases if most people in society buy green toys represents that customers are environmentally conscious and care about protecting the environment or buying green toys is the result of a new economic trend and childhood education. The willingness to buy green toys increases if customers think that green products implies an enhancement on new product development to toy manufacturers. Further if manufacturers are able to manage the difficulty of cooperation with all parties in the supply chain and difficulties related to production, they are willing to adopt customers’ perceived value on green toys for their new product development strategy.