A RESEARCH OF CONSUMERS’ BUYING DECISION FACTOR ON GREEN PRODUCT

• Main Authors: Cheng Shu-Ching, 鄭淑卿
• Other Authors: Wang Wen-Lan
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/17316627354113347281

碩士 === 嶺東技術學院 === 國際企業研究所 === 93 === The objective for this thesis is to research the buying decision factor of green product for customers. This thesis probe into demographic variables and life style may be effective variables for the market segmentation for green marketing. By means of to understand green consumers behavior and buying decision-making of green product. The study intends to analyze factors which consumers are considerate for. According to consumer behavior and buying decision factor to set an market segmentation and marketing strategy. Consequently, providing the assistance for practicing marketing and green product research and development. Also expect to offer some contribution for development of green product. The research implements questionnaire to survey 512 consumers who domiciling in north, central, and south three regions of Taiwan. There are 453 useful samples take 88.38% of total number. The result of concluded sampling subjects are as follows: 1.Consumer concept of green product: There are over 80% of consumers know the green products, 67% of consumers ever use the green product, but there are a minor percent of consumers have ever purchased the green product . Also, feeling not much difference between green product and normal product which conceived by near 80% of consumers. The motivation of purchase environmental products is to protect the environment. Although the main information source for green product is coming from media and selling store. But, there are more than half of consumers accept the higher price as compared with the same level of normal products, and half of the consumers willing to pay more 5% of price on purchasing the (green) environmental products. Because the majority of consumers believe that the green products give significant help to protect human living environment. 2.There is significant difference between diversity of demographic variables and green consumer behavior. 3.There is significant difference between diversity of demographic variable and buying decision factor for green product. 4. There is significant correlation relationship between diversity of life style variables and green consumer behavior. 5. There is significant correlation relationship between diversity of life style variables and buying decision factor for green product.