| Summary: | 碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 99 === Green consumer activities have aroused the attention of consumers on the environmental issues, and it emphasises the incentives under the green consumer and green marketing in response. In this study, the timber industry with obtaining Forest Stewardship Council (Forest Stewardship Council; FSC) certification as to the main topics in depth to explore the environmental consumer attitudes, awareness of forest certification, green marketing and environmental awareness for the purchase intention of green wood products .
In this study, the objects are consumer with average purchasing power, and adopted convenience sampling, A total of 400 questionnaires are distributed, 330 are gathered and valid questionnaires are also 330, so the recall rate of valid questionnaires is 82.5%. And in exploratory factor analysis, reliability analysis, correlation analysis, variance analysis and regression analysis for testing consumer environmental attitudes, forest certification awareness, green marketing and environmental awareness these variables’ relationship with the consumer purchase intention.
The results of empirical study are (1) the factor of ecological risk factors has a positive and direct influence on consumer purchase intention (2) forest certification cognitive factor has a positive and direct influence on consumer purchase intention (3) green cognitive factor has a positive and direct influence on consumer purchase intention (4) natural law factor has a positive and direct influence on consumer purchase intention (5) green product factor has a positive and direct influence on consumer purchase intention (6) environmental information factor has a positive and direct influence on consumer purchase intention .
Consumers generally have not seen the FSC certification mark, so the timber firms should strive to promote the FSC forest certification, allowing consumers to furtherenhance their willingness to buy. The study also found that consumers are either attitudes or intentions are positive on FSC certification supports, so the timber industry should be inform their targeted marketing strategy carefully to find the optimal one.
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