| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 105 === With the increasing popularity of environmental protection and the increasing emphasis on pollution, "green consumption" has become the practice of solving the problem of environmental damage and achieving "sustainable development". And for the concept of green stores, consumers seem less contact, but also a bit strange, this study to Tell House, for example, to explore the consumer for the green store consumption will, brand image and green marketing between the association. But also because of changes in lifestyle, life too many items in the production process to create a large number of pollution caused by people's attention, consumers began to recognize the importance of environmental protection, and the green trend has gradually prevailed, has begun to affect the public Consumer behavior, so the green commercial future will be one of the choices of consumer shopping.
In this study, the random sample survey method was used to study the consumers' willingness and influencing factors of green stores, and the factors such as cognition, green marketing and brand image of green shops were discussed. The questionnaire was collected from November 1, 2016 to January 20, 2017. In this study, 513 questionnaires were collected from the random questionnaire survey, including 451 valid questionnaires , The efficiency of 87.91%, after the questionnaire was collected using SPSS 20 statistical software program, PLS part of the least squares method for data analysis, induction and interpretation of the results show:
1. TEST RITE House Green marketing has a positive impact on consumer green store awareness, representing the Green House itself, the higher the green marketing for consumer awareness has improved.
2. The green marketing of TEST RITE House has no direct impact on the image of the Doherty brand. This may mean that the marketing advertisements of Tellus are relevant to green energy so that the brand image can be greeted with green marketing.
3. Consumers green store awareness on the special force brand image has a direct positive impact, special house in the store also help consumers to do waste recycling and so on services, so consumers know the image of the house is a green store image The
4. TEST RITE House brand image of consumers will have a direct impact on consumer spending in the home retail industry also has a place, so the house of the image of the house, in the minds of consumers is good and credible.
5. Consumer green store awareness on consumer spending will have a direct positive impact, when consumers understand the green store deeper, the more able to accept the green store consumption, the relative willingness to spend will be followed.
6. Government policy on consumer spending will have a direct positive impact, when the government to encourage energy-saving carbon reduction programs, such as subsidies, sweeps, etc., which will significantly enhance the people's desire for consumption of color products, and to promote the government to promote energy conservation and environmental protection The intention
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