A Study of Green Consumer Behavior for Homermaker Union in Taiwan

• Main Authors: Lu,Cheng-cheng, 呂正成
• Other Authors: Hsu,Mu-lan
• Format: Others
• Language: zh-TW
• Published: 1994
• Online Access: http://ndltd.ncl.edu.tw/handle/37848143014094329154

碩士 === 國立臺灣大學 === 商學系 === 82 === Although still in its early stage , the green consumerism has increasingly made its impact on the consumption behaviors and decisions of Taiwanese consumers. This study is to explore the relationship between green consumer behaviors and some of its influential variables,including human values,ecologically -concerned cognition and interfering factors. Using data from the questionnaire survey of menbers of the Homemaker Union, the sample is classified as three groups based on their green consumer behaviors in practice.They are green activists,gentle- green-concerned consumers and nongreen consumers. Through the factor analysis,this study breaks new ground in helping to understand the value structure of the green consumers. these five value factors are "self- expection," "social-achievement- oriented," "security-oritented" "personal growth-oriented"and" self-interest-oriented".Besides, the key influential interfering factors on green consumer behaviors are the convenience of green products and the attitude of government and enterprises.