The Empirical Study of the Relationship between Green Positioning Strategy and Consumer Behavioral Intension: A Study on Taiwan Parking Service Market

• Main Authors: SHIH-CHEN CHEN, 陳世楨
• Other Authors: Ku-Ho Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/2bx5k4

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 100 === Abstract In terms of green marketing research, most of the studies mainly highlight on marketing strategies for green products, green consumer attitudes and green purchase etc., The issues of green service is still less explored. In fact, the emphasis on green service industry is quietly emerging, such as the hotel industry efforts to reduce the disposable toiletries provide, such as encouraging reuse towels to reduce water waste, is a good example. Parking lots, is considered to be one of the service industries of high polluting sectors, including air and noise pollutions. The future of this industry also needs to move forward towards more “green”. In this study, we would like to examine if the parking lots that emphasize on green improvements in their services would enhance the intension of consumers to use. Base on the research structure done by Patrick et al. (2005), this study intends to explore the effects of green brand positioning on customers’ intention of using the firm’s services. In this study, questionnaire survey was conducted. Two parking lots of a green-brand parking management company in Taipei city were selected. Consumers were asked to fill-in the questionnaire on their way out. A total number of 302 valid questionnaires were collected. This study found that: (1) consumers think green improvements in parking lots’ equipments and services play an important role in their decision making; (2) consumer cognition of green consumption significantly influence their attitude toward green brand; (3) consumer participation in green consumption also significantly impact on consumer’s green brand attitude; (4) Company’s green brand positioning positively impact on the consumer’s intension of the green service use.