The Effect of Green Perceived Value, Environmental Attitude, Brand Image and Subsidy Measures On Consumer Purchase Intent for Environmental Appliances.

• Main Authors: Meng-Hua Chen, 陳孟華
• Other Authors: Li-Chiao Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/16519320615621912897

碩士 === 國立勤益科技大學 === 企業管理系 === 102 === Environmental protection is no longer just a slogan.With the rise of global warming, and it’s derived climate anomalies,earth has issued a counterattack. The following study explores the consumer’sgreen perceived value of product, environmental attitudes, brand image and green appliances subsidy measures effect upon the consumer’s willingness to buy environmentally friendly appliances. Through the quantitative analysis of this study, we obtained the following results: First, greenperceived value, environmental attitudes, brand imageand subsidy measures have a positive impact on the consumer’s intent to purchase. Second, aside from career, the demographic factors of gender, age, marital status, level of education and the average monthly income of the individual has a significant affect upongreen perceived value, environmental attitudes,green appliances subsidy measures and purchase intention. By the objective data and information, we have found in the trend of environmental protection, the government should be more explicit and rigorous in formulatiing emvironmental laws and in the audit of Green Mark.In addition to incorporating green consumption related subsidies or incentives, the government should also actively promote environmental protection activities to enhance consumer’s perception of environmental values and attitudes. As a result, the consumer will recognize the importance of environmental protection through the purchasing of environmentally friendly products. Enterprises with real business approach to research and developthelow pollution, energy-saving and recyclable products, necessary to create a cleaner living environment.