The Impact of Green Knowledge and Brand Image on Green Attitude and Purchasing Intention

• Main Authors: Li-Fen Chen, 陳立棻
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/46235052337290305820

碩士 === 銘傳大學 === 國際事務研究所碩士班 === 96 === Due to the severity of abusive usage of global resources and environmental pollution, environmental protection has become one of the most important issues that draw attention all over the world. Many environmental organizations and governments guide and educate consumers the importance of environmental protection through the media to build consumers’ environmental consciousness and use the environmental conscious powers to reduce environmental pollutions. On the other hands, every country set up the environmental laws and companies consecrate to find the raw materials that can reduce environmental pollution to produce environmental products and reshape their brand image into environmental friendly image. Therefore this research discusses how green knowledge and brand image impact upon consumers’ green attitude and purchasing intent. This research uses Structural Equation Modeling to discuss the relationship among green knowledge, brand image, consumers’ green attitude and purchasing intent, and also selects The Body Shop as the research sample. There are three findings in this research. Firstly, green knowledge significantly positively influences consumers''green attitude and then purchasing intent, in another word, consumers''green attitude is an intermediate variable. Secondly, brand image significantly positive influences consumers''green attitude and then purchasing intent, in another word, consumers''green attitude is an intermediate variable. Thirdly, consumers with different incomes and professions are significantly different in purchasing intent. There are not significant differences in purchasing intent by gender, age and education.