| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 107 === The objective of this study is to investigate the influence of green product cognition on the perceptual value and consumer attitude of solar photovoltaic system, with altruistic behavior set as the intervening variable. The study has chosen consumers residing in Southern Taiwan as the subjects and performed questionnaire survey; a total of 120 effective responses were obtained. The results showed that (1) green product cognition has positively affected the attitude of the consumers; (2) green product cognition has positively affected the perceptual value; (3) consumer’s attitude toward green products have positively affected the purchase intention; (4) perceptual value has positively affected the perceptual value; (5) altruistic behavior did not interfere with the green product cognition and consumer’s attitude; (6) altruistic behavior has interfering effect on the green product cognition, and the functional, emotional and social elements of perceptual value. Based on the results of the study, the author has summarized and proposed implications for management, and also provided recommendation for business or marketing purposes.
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