| Summary: | 碩士 === 義守大學 === 企業管理學系碩士班 === 97 === When consumers are aware that only one earth exists and they need to protect and value it, green products with moral implications. Environmental consciousness caused everybody would attend to the issue of environmental protection more and more. Not only in the performance of the slogan, but in the behavior also put the motion to express to the environmental protection. For example, the parade protests, recycling the resource, cleaning up the environment, conserving of water and soil, and purchasing green product and so on. The green product is called the environmental conscious product, its design idea lies in the environmental protection into the product design, it can disassemble, decompose, and the components to be possible to renew and to recycle the use, but the time of its emergence is not long, and involved is extensive, the different product also has its special requests, yet it hasn’t the consistent definition at present.
Social Judgment Theory (SJT; Hammond et al., 1975) based on the Lens Model is one of the main empirical theories and practical methods for collective or public decision-making in a plural society. This study chooses “The material is recycled”, “The waste is easy to decompose”, “The input of energy and material are less”, and “The price is cheaper than other similar products” as the cues to discuss the judgment policy of different stakeholders. Then we can fine the source of cognitive conflict.
The findings showed the enterprise, the public, the environmental groups, and government officers think more the better in functional forms of four cues, except environmental groups think the cue “The input of energy and material are less” is U-shaped quadratic. That means the four cues are approved for stakeholder groups.
In cue weights, there are significantly different between stakeholder groups for four cues. For cue “The material is recycled”, except the public with officers and environmental groups, other comparisons among groups are significantly different. For cue “The waste is easy to decompose”, except the public and officers, other comparisons among groups are significantly different. For cue “The input of energy and material are less” except the enterprise with the public and officers, other comparisons among groups are significantly different. For cue “The price is cheaper than other similar products”, except the enterprise and officers, with the public and environmental groups, other comparisons among groups are significantly different.
The study suggest that govern should make a norm about what the green product are. And the policy communication is necessary for the public to resolve cognitive conflict. Moreover, the enterprise should carry the green plan to the product, and should strengthen to its management that enables the consumer to contact the product, and the green product interests in the consumer that stimulates to purchase, lets the living green.
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