Effects of Consumers'' Environmental Knowledge, Environmental Concern, Price Perception on Purchase Intention for Green Products

• Main Authors: Yen-Ching Liu, 劉彥慶
• Other Authors: Chung-Li Chou
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/17229567919065110830

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 99 === In recent years, consumers have had a growing green awareness due to the change in environment. With more companies developing and manufacturing green products, they are in search for a better product and pricing decision in marketing campaigns to increase consumer purchase intentions. This study focuses on the effects of consumer environmental knowledge and environmental concern on purchase intention in green products as well as the involvement of consumer price perception. A total of 154 questionnaires were distributed and 154 valid questionnaires returned. The study uses descriptive statistics analysis, reliability and validity analysis, correlation analysis, and hierarchical multiple regression analysis. The empirical conclusions of this study include, consumer environmental knowledge and environmental concern have significant positive effect on the specific consumers’ green product purchase intention. Consumer price perception has a moderating effect on the relationship between environmental knowledge and purchase intention, and relationship between nvironmental concern and purchase intention.