Comsumer Evaluation of Green Marketing Claims：Claims Clarity & Perceived Safety

• Main Authors: Yen-kuang Lin, 林彥光
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/17466294717528594790

碩士 === 東吳大學 === 國際經營與貿易學系 === 99 === As technology advances, environmental protection has become an important in accordance with regulations in this world, whether in business producers, consumers, or in life; contact with the consumer information, from newspapers and magazines , product packaging, web and other multi-media, making information and transparency are also very popular, consumers buy goods for their own requirements to be more green factors such as its carbon reduction, carbon labeling, and eco-labeling, etc., and producers for their own to reduce the carbon emissions caused by production, taking into account environmental and other corporate responsibility, we are all striving towards the maintenance of the global environment from the direction, which is an important issue at this stage for future generations. Consumers access to green products and other marketing stimulus to travel purchase process, the product itself, marketing ideas, may be on the packaging or published in other media, is very direct, and the basis for consumer purchase, but also more layer of protection is that this study will use this as a starting point, the green marketing claims by products, divided into forward and reverse description, that is, with and without such, and the clarity of their ideas into the following three high, middle and lower class: (1) green marketing claims clearly low: usually general description of the goods. (2) clarity in the green marketing claims: claims of scientific ingredients clearly labeled. (3) green marketing claims clearly high: a credible claim certification. Consumers because of their background and lifestyle factors, such as concern for environmental health degree, also divided into high and low two kinds of groups, two consumer groups, advocates for the study of the clarity of clarity is due to different, thereby affecting their For the message credibility, perceived safety, consumer behavior and purchase intention, etc., for these dependent variables, whether the high and low points, and the need to have a significant difference level. Described in the forward the idea of the experimental results showed that the higher degree of concern for the environment, consumers, the higher the clarity, the dependent variable does have significant differences in the environment off people with low accuracy, clarity and clarity in low, with significant differences, a clear high and low is clearly not a significant difference. The reverse describes the idea of the experimental results showed that the higher degree of concern for the environment and low consumer, the higher the clarity, neither the dependent variable are significantly different. Inference result, green marketing claims described in the forward commodity, the higher its clarity, described in claims than the reverse, more effects on consumers; when we realize that environmentally irresponsible consumption patterns, and worsening ecological crisis is caused by the root causes of the living environment, so the concept of green consumption and patterns begin to form and are increasingly being accepted by people, human nature to seek care in harmony with nature and ideology, born of a modern consumer trends such ─ green consumer attitudes, and business opportunities.