A Green Marketing Model Analysis Combined with The Eco-Efficiency and The Consumer Perspective

• Main Authors: Yu-Ting Fang, 方郁婷
• Other Authors: Hui-Hsin Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/14018425149244644648

碩士 === 真理大學 === 管理科學研究所 === 98 === In recent years, the rise of the global trend of environmental protection, green consumption has been regarded as the best way to achieve sustainable development. Each countries promote and encourage consumers purchasing and using green products through legislation and various environment measures and many companies also through the green advertising to increase the impact of products on the market. In the past many relevant literatures used Data Envelopment Analysis to calculate the product of the Eco-efficiency indicators, but it didn’t combined with consumer’s psychological factors. Therefore, the research was viewed from the Eco-efficiency , for the green advertising and advertising attitude, consumer characteristics and attitude of the green to buy green products were investigated The subjects of this research include the consumers in S Corporation who are above 20 years old. The research methods to analyze advertisement characteristic by content analysis. After the questionnaire data have been collected, adopting SPSS12.0 statistical software and Eco-efficiency formula as the statistic tools. The result show: (1) Different green advertisements appeal to a significant positive effect on the consumer green advertising attitudes. (2) Different personal values had a significantly effect on the consumer attitudes. (3) Attitudes of green consumers had a significantly effect on purchasing green products intentions. (4) Advertising attitudes had a significantly positive effect on purchase intentions.