An analysis of the green consumers’ market, its claims and the business response

• Main Authors: Magdalena Jurkiewicz, 尤夢麟
• Other Authors: Dr. Andy Chen
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/44231523400172299271

碩士 === 國立臺灣大學 === 企業管理碩士專班 === 99 === Growing interest in environmental problems and increasingly conscientious citizen-consumers focusing on environmentally friendly alternatives make analyzing the consumer’s behaviour toward and demand for environmental friendly behaviour an important area of study. This thesis examines the connections between two main elements involved in the increasingly more important global green manifesto: consumers and business. The study is divided into two parts. First, looking at many open matters undertaken by the researches done worldwide in recent years, the author examines customer attitudes towards the environment and opinions on green products. An overview of the current green consumer market and its trends and development with a focus on the customers’ perspective in regard to the availability and appropriateness of green products and services is provided. The second part of the thesis discusses the business response to the current green manifesto made by the public and governments. This section illustrates many wide-ranging opportunities for companies that wish to “go green” and investigates the global market potential for environmental technologies. Various reports and data analysis confirm that the transition of the world’s market into a greener economy is continuing and that the expansion of environment friendly products is demanded by a growing number of consumers. An accurate business response along with stable government strategies will be the keys to green business if environmentally friendly products are to become an everyday commercial reality.