A Study of the Purchasing Intention for Environmental Friendly Cleaning Fine

• Main Authors: Hsin-Tzu Chen, 陳心慈
• Other Authors: Jing-Shing Ho
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/y9cwqm

碩士 === 臺中技術學院 === 企業管理系事業經營碩士班 === 99 === The objective of this study was to explore the influence of consumers’ natural environmental orientation, perceived environmental knowledge, new environmental paradigm, green purchase attitudes and green purchase intention on customer green purchase acceptance. The study dwelt on the relationship between consumers’ purchase intention of Friendly Cleaning Fine and their green purchase acceptance, followed by a brand loyalty factor as the disturbance variable to detect if different tendency of brand loyalty let to distinct conclusions. The target population of this survey research was selected from Taiwan’s eastern region (Taitung), western region (Taichung, Yunlin, Puli), southern region (Tainan, Kaohsiung), and northern region (Keelung, Taipei) . Meanwhile, convenience sampling was used to conduct this research, and 1311 valid surveys were received. The received surveys were first examined through analyses of reliability and effectiveness, and then tested by the ways of structural equation modeling and multiple regression analysis to complete the statistical hypothesis test. After the examinations and analyses, the following conclusions could be drawn from the study. Firstly, consumers’ natural environmental orientation posed positive and remarkable influence on their perception of perceived environmental knowledge and new environmental paradigm. The different levels of environmental concern were the main factors of this influence. Secondly, consumers’ perception of perceived environmental knowledge and new environmental paradigm positively influenced their green purchase attitudes. The different levels of environmental concern were the main factors of this influence. Thirdly, consumers’ green purchase attitudes and green purchase intention positively affected their green purchase acceptance. Fourthly, the studies concerned in the past have never included brand loyalty into the issue of green purchase although there might be the disturbance variable to consider as well. The outcome of this study proved that consumers’ brand loyalty had positive influence on green purchase intention and green purchase acceptance when it came to using Friendly Cleaning Fine. While aiming for marketing, enterprises should get into the swing of investing and developing earth-friendly products. Only by this way could they build up their own brand images, win a commitment and attention from customers, and gain competitive advantage through founding green companies.