The Purchasing Intention for Energy-Efficient Appliances: Application of Product Knowledge, Environmental Concern, Perceived Risks and Consumption Values

• Main Authors: Wang, Yen-Ting, 王妍婷
• Other Authors: 張保隆
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/94040686114647331747

碩士 === 國立交通大學 === 經營管理研究所 === 99 === Due to the increase in global warming and climate change, many countries have established regulations to carried out low-carbon economic. According to International Energy Agency (IEA)’s report, the average releasing of Carbon Dioxide has reported to be high compares to other countries in Taiwan. Nevertheless, consumers in Taiwan are optimistically becoming more environmentally conscious. Thus, this cannot deny the fact that green products, such as, energy-efficient appliances are steadily becoming an important core product. Many existing researches has reflected the understanding of consumer’s attitude and purchase intentions towards green products, such as recycled paper, variable-frequency AC.., yet there is still call for researches on energy-efficient appliances. In this context, the study analyses the factors contributing to purchase intention. The objective of this paper is to discuss how product knowledge, environmental concern, perceived risk and consumption value affect customer’s purchase intention toward energy-efficient appliances. The survey is made of 507 valid questionnaires from personal interview, and structural equations models are used to verify the hypotheses relationships. The results show that (1) product knowledge, environmental concern and consumption value significantly influence customer’s purchase intention while perceived risk don’t influence customer’s purchase intention. (2) product knowledge has a significant effect on consumption value, and so does environmental concern. (3) environmental concern has a significant effect on product knowledge. (4) perceived risk has no significant impact on consumption value. (5) product knowledge has no significant impact on perceived risk. These findings have practical implications for business firms in managing green marketing promotions and references for the government.