| Summary: | 碩士 === 國立中正大學 === 企業管理學系碩士在職專班 === 105 === The general products are through the mass production to cost-effectiveness. General products make the price and the selling price usually low then green products. Past the people feel green products is more expensive and the function is not better than general products, on the green products with doubt. Green industry is continuous innovation of products research and development, the green products function are different on the past. In recent years, the awareness rise of green consumer, enterprises to obtain consumer recognition of the social image, sales of friendly environment goods, it’s become the more companies to develop the image of the necessary conditions for products. In the past, the researchers surveyed green-products, the survey was conducted in the direction of "impulsive buying behavior". The study use the same type of "general functional coat" and "green functional jacket" of the goods for the variable, the difference between the two is the material process and recovery on the impact of the environment, compared to the degree of consumer impulse to buy the difference. The results show that most consumers in the green functional jacket impulsive purchase behavior is higher. It is speculated that consumer's consumption ideology is changing and that more companies are willing to work on the “Green Products” in the future.
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