| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 106 === In recent years, the issue of environmental protection has been increasingly valued by the public, and whether the product itself is environmentally friendly has also become a consideration for consumers' willingness to purchase. In the long run, excessive packaging and greenwashing of products may have a big impact on consumers' green purchase intention..
This study examines the impact of excessive product packaging and greenwashing on green purchasing intentions, and discusses whether the company's environmental reputation plays a role as an intermediary variable. Through relevant literature research, the questionnaire item was designed to provide paper-based questionnaires to the general economically consuming consumers. A total of 1,000 questionnaires were distributed, a total of 365 valid samples were recovered, and the effective questionnaire recovery rate was 36.5%. Analysis, reliability testing, and then the structural equation analysis method to study hypothesis testing, according to the theory and practice results and recommendations.
The empirical results show that: (1) Excessive product packaging has a significant negative impact on environmental reputation; (2) The impact of floating green on environmental reputation is not significant; (3) Excessive product packaging has no significant effect on green purchasing intention. (4) The impact of greenwashing on the green purchase intention is not significant; (5) Environmental reputation has a significant positive impact on the green purchasing intention of the product. Environmental reputation has a complete mediating effect on Excessive product packaging and green purchase intention. The results of this study can be used as a reference for companies to make business decisions.
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