| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 106 ===
With the increasing of environmental awareness of consumer, this study discusses three important factors which are emphasized by consumers in the green marketing: Excessive product packaging, environmental affective commitment and green wash influence on green satisfaction. This research proposes the following three hypotheses: (1) Excessive product packaging would negatively affect green satisfaction; (2) Environmental affective commitment would positively affect green satisfaction; (3) Green wash would negatively affect green satisfaction.
This research uses the case studies as and questionnaire survey methods to summarize the impact of excessive product packaging, environmental affective commitment and greenwash these three factors to green satisfaction. The case analysis section is explained and discussed in the current enterprise and current consumption status, including the case of DELL Computer, O’right and Dole.
The questionnaire survey this by has the green product purchase experience Taiwan consumer to take the object of study, and carries on the real diagnosis analysis by the questionnaire survey procedure. This research were issued by the convenience sampling way, provides 1000, recycles 365 effectively, according to has the theory and the practice conclusion and the suggestion.
The results of this study indicate that: (1) Excessive product packaging has a significant negative impact on green satisfaction; (2) Environmental affective commitment has a significant positive impact on green satisfaction; (3) Green wash has not the significance impact on green satisfaction.
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