| Summary: | 碩士 === 長榮大學 === 企業管理學系碩士班 === 103 === Recently, the consumers are paying more attention to a product’s impact on the environment. The Green Mark can mitigate information asymmetry between producers and consumers over the environmental attributes of products. Thus, it is worth exploring that whether the customers are willing to pay a premium for Green Mark products. Focusing on detergents, the study apply Contingent Valuation method (CVM), which is used to measure the values of non-market products to estimate consumers’ willingness to pay (WTP) for the Green Mark product.
Besides, the paper examines the factors affecting their WTP. Moreover, the Green Mark certifies that a product is environmentally friendly and that health considerations have been taken. However, it is unsure whether Green Mark products are chosen for environment issue or for perceived health-related concerns. Thus, we also compare the WTP for Green Mark products’ environmental attributes with for its health benefits in the study.
The empirical results show that for consumers who are less environmentally aware, the higher WTP for Green Mark products’ environmental attributes and its health benefits. Furthermore, the higher consumers’ perceived level of subjective norm, the lower WTP for Green Mark products’ environmental attributes and its health benefits.
Besides, the negative relationship between consumers’ perceived level of subjective norm and the WTP for Green Mark products’ environmental attributes and its health benefits is mitigated if the consumers are more environmentally conscious.
Finally, the average WTP for Green Mark products’ environmental attributes is 107 NT, and for health benefits is 135 NT. According to the results, this research find that consumers are more willing to pay extra money on avoiding harm to health attribute rather than environmental protection attribute in Taiwan.
|
|---|
