Research on Consumers' Recognition and Purchase Intention - Taking the Innovation Products from the Spent Coffee Ground Green Materials as an Example

• Main Authors: Wu, Hui-Wen, 吳惠文
• Other Authors: Kuan, Chen-Feng
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/tp37gr

碩士 === 遠東科技大學 === 餐飲管理系餐飲經營與安全管理研究所 === 107 === The coffee culture has prevailed in the world in recent years. It has dramatically increased the by-product coffee grounds and has become a significant waste to the environment; however, it still retains good biological activity in coffee. In this study, the concepts of energy saving, carbon reduction and green environmental protection are utilised to develop other purposes of coffee grounds due to coffee grounds itself is non-toxic and its functional properties of fragrance and deodorization. This study collects data by questionnairing customers at coffee chain stores. The questionnaire is following convenience sampling and fixed access to take 100 samples as a trial and 450 for the formal analysis. The analysis is to understand the relationship between customers' consumption identity and purchase intention of the coffee grounds products, the population of environmentalist and their actual consumer behaviour. The results of the analysis found that there are significant differences in the opinions of green environmental protection if they are from different backgrounds. The relationship between purchase intention and eco-friendly products is positively correlated. The relationship between consumption identity of consumers and their purchase intention is also positively correlated. The relationship between people's environmental awareness and their purchase intention is also positively correlated. Therefore, to increase the purchase intention of eco-friendly products, the effective way is to increase the eco-friendly level of the products. Different from the general consumer, the organizational market purchasing behaviour is more complicated. If the companies can utilise the organizational market purchasing behaviour concept to discuss the issue of eco-friendly products, it will help them to develop their eco-friendly policies. From the analysis of this study, it provides the following suggestions. First, we should enhance consumer awareness and understanding of eco-friendly products. Second, the government and enterprises should strengthen the exchange of information. Third, the vender should establish a higher relationship quality, increasing consumer intention and customers satisfaction degree, and improving green consumption. The results of this study can provide a reference for the development of eco-friendly strategies and marketing decision management in the industry.