| Summary: | 碩士 === 明新科技大學 === 企業管理研究所在職專班 === 100 === In recent years, environmental issues become the most important topic in the world and most of those countries start to promote the green procurement continually. In Taiwan, people starts to focus on the environmental protection and green procurement issues, but the market for green products is still limited. To the implementation of green consumption, because of the legal provisions of the annual green procurement, State agencies keep buying green products. However, people on green consumption are still in concerns phase compared to actions.
The main purpose of this study is to investigate the relationship between the intention of green consumption and consumer behavior, and to explore the influence factors of the green consumer behavior, which includes environmental awareness and involvement of antecedents for individual consumers green consumption behavior intention. The study find that consumer’s social background affect it’s environmental awareness, thereby affect the involvement for green products. Furthermore, the green consumer behavior intention are affected by environmental awareness and involvement. And, in addition, this study prove the relationship between environmental attitudes and involvement.
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