The Studies of Benevolent Trust, Environmental Consciousness and Adoption of Eco-friendly Products

• Main Authors: Yung-Liang Lin, 林永樑
• Other Authors: Couchen Wu
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/829kq3

博士 === 國立臺灣科技大學 === 企業管理系 === 105 === Despite all the efforts, the eco-friendly products usage rate still is not as good as expected. Therefore, in the current paper, we employed perceived value as the most important factor to affect behavior intention, and suggested a proposal research model for eco-friendly products instead of just focusing on product functions. Authors employed two eco-friendly products to test the effects of benevolent trust and environmental consciousness, and then further test the effects by SEM to formulize an adoption model for eco-friendly products. The results provide empirical insight into factors influencing the adoption, and found that the customer perceived value is the most important component in the adoption model. Apart from the functions of the product itself, such as usefulness (performance expectancy), and ease of use (effort expectancy), but social influence, environmental consciousness and company benevolent trust and can also influence perceived value, that in turn, affect customer behavioral intention. The present article argues that the proposed model is more powerful in establishing an eco-friendly products adoption model. The model and the factors can be extended to other industrial product models as well.