| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 86 === ABSTRACT
In a world where human beings are doing everything they can to destroy the natural environment, green marketing is becoming more and more crucial to human existence. The purpose of this research is to understand the level of acceptance by one of the most educated segment of the public, college students.
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 culture values, recognition, and interfering factors.
Based on data from the questionnaire survey of Soochow University''s student, the study found that the Soochow University student''s recognition and knowledge toward green marketing is satisfactorily high.
This research also showed that there is a logical relationship between recognition of green marketing and behavior. By using factor analysis, this study showed that behavior is closely related to the cultural values factor. The key influential interfering factors on green consumer behavior are the in convenience of green products and the negative attitude of government and enterprises.
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