| Summary: | 碩士 === 中華大學 === 科技管理學系碩士班 === 100 === This study was to investigate the impact of green products and green packaging on consumers purchasing behavior. So we can know how the packaging style of products effect the consumer purchasing behavior in real terms. Studies have shown that there are more than 90% of the consumers have correct perception for green products, but the other consumers with poor concepts of green products should be given with more enhancement and guidance. Most of the consumers are based on the precondition of environmental and health for buying green products. According to our research, 48.6 % of consumers want the package of green products to emphasize that products are easy to dismantle and recovery. And 36.2 % of consumers want to emphasize that labels are easy to know and read. For those reason, the manufacturers should pay special attention to the packaging, for that they can stimulate the consumer’s desire for buying .Therefore consumers would pay more attention toward (attach more important to) the environmental protection and usage (easy of use) (for using), not (but do not) care about the overall packaging (style) and discount. Up to 41.9% of consumers buy green products from convenience stores. So manufacturers can build a convenience store as the main market for special promotions, and enhance the general public acceptance in buying (and to attract consumers to buy) the green products.
From the research, the most of consumers usually purchase green products are paper products (ex. recycled paper category) and they accounted for 69.5%. And plastic products accounted for 47.9 %, cleaning supplies accounted for 42.2% and electrical and electronic products for energy efficient accounted for 38.4%.From the questionnaire, Up to 86.3% of consumers believed that there are no differences in the quality and functionality between the green products and general products. But only 13.7 % of consumers believed the quality and functionality of the green products have significant difference with general products. So manufacturers of green products should pay special attention to upgrade the product quality and function. And that can enhance consumers to buy. The study also found under ages, educational levels and occupational differences, that consumers also attend differently. Particularly in area of economically convenience, and recycling.
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