| Summary: | 碩士 === 國立交通大學 === 交通運輸研究所 === 100 === In recent years, people care about the environment more and more , The people notice that how could they be sustainable. So the low damage of the green consumption behavior has gradually become the mainstream of the market. And the green products in the market become more and more important. In this study, we will find if the green value would affect the consumers to purchasing green products. In the past, many studies also research the factors of green consumption, but they seldom mentioned about the green value. The traditional consumer choice model can’t explain the behavior of consumer choice fully. So we aim to establish a new concept system of the choice behavior input green value. In order to more understand the consumer behavior.
Most past researches relative to preference for purchasing green products used logit model without latent variables. Thus, this research used the latent variable choice model for this case. And in this model, we input the green value which is established of four emotional factors for the latent variables. To comparing the traditional model and the mode of latent variables, which is the better one to predict the really demand of the consumer. We make selections for the consumers to choose the green products or the non-green products. In finally we find that the model which input the green value is the better one more accurately predicted consumer behavior, this also proves that the green value does affect consumer choice behavior. However, we also notice that the products price and function are the two main factors impact on the consumer choice behavior. Consumers' social variables also affect the willingness to purchase the green product, the relationship of the willingness and the income and education is direct ratio. Finally, according to the results of this study, we can give the government and company recommendations and the development of reference about the green products marketing strategies. Let the green consumption in people's minds deeply.
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