| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 100 === Green marketing is inevitable. There is a growing interest among consumers all over the world regarding green. The aim of this study is to examine on how ‘self-concept’ and ‘consumer involvement on green’ can affect purchase intentions. Moreover, country of origin and green brand image may have moderating effects on self-concept and brand attitude; product involvement and advertisement effect may have moderating effects on green involvement and purchasing intention. High and low involvement products were chosen for this research. Two countries were selected to analyze the differences between the market and consumer attitudes toward green. European country Latvia and Asian country Taiwan were tested and compared.
The final respondents of this research composed of 800 respondents, from whom 400 were Latvians and other 400 – Taiwanese. Each 400 samples consisted of 200 advertisement effect and 200 – no advertisement effect test. This study uses the LISREL technique testing two products: high-involvement product – Apple MacBook Air computer, and low involvement product - Philips Ambient LED bulb. Both are green products.
This research found that (i) both consumer groups: Taiwanese and Latvian are willing to purchase green products. (ii) When developing or promoting new product, the target group first should be segmented, so that consumer self-concept can be better matched with the product. (iii) For Latvian market companies can emphasize not only on developing high involvement products but also low involvement. (iv) Advertisements should be used for both countries for emphasizing products. Advertisement has significant effects on both low and high involvement products.
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