| Summary |
Yuan-Han Hsiang, 2008.06
Institute of Traffic and Transportation National Chiao Tung University
“Green” has been a trend for several years. Many countries have issued regulations to control the impact caused by consumers and companies. Nowadays, not only government but also consumers have more and more awareness about environment. Thus, green consumption and green marketing are gradually prevailed among business area. But performance of green market is still disappointing.
Previous researches concentrate on analyzing the psychological effect on green consumption. But the consumers` requirements of product attributes still need to be satisfied. Thus we combine psychology and marketing concept to propose a new conceptual framework for green consumption. To do so, we choose low-price and high-price products to be our objects and postulate fourteen respective hypotheses. A hypothetical model is established to analyze these constructs and their correlations in the proposed conceptual framework. Based on the survey data collected randomly in Taiwan, we use the LISREL analytical approach. At first, we use total samples to test our conceptual framework, and then we separate our samples with income-level and education-level and we test both low-price and high-price products with every kind of consumers.
The empirical results indicated that every hypothesis is accepted or rejected depends on different kinds of consumers and products. According to our analysis, we find the effects of every construct are changed with different kinds of consumers and green products. Not only environment awareness but most used marketing tools can effectively affect green purchase intention. That means when marketers want to promote different green products to different consumers, they should identify the type of consumers and products first and then use diverse marketing tools. In brief, although we can`t market green products only with environment awareness, it does affect consumers and we also find that green products actually can be marketed. |
