The Impact of Green Value on Organic Products Buying Behavior

• Main Authors: Shiuan-Huei Wang, 王宣惠
• Other Authors: Chun-Hui Chang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/11379497147299534606

碩士 === 淡江大學 === 國際商學碩士在職專班 === 100 === After exhausting the Earth''s supply of natural resources and severe global warming, human being is concerned about environment and health. People translate into new consumer behavior instead of old one. In Taiwan, the demand of organic products increases more and more, organic shops are exploded in the last few years. How do enterprises reach high market share on fiercely competitive market? The purpose of the study is that green value has relation with consumer attitude and green value to purchase intention has positive effect. The research aims to investigate users and potential consumers. The research applied SPSS and LISREL to assess if the six dimensions in the theory of perceived value could affect consumer attitude and purchase invention. There are there findings from the research： (1)Perceived value including utilitarian value, hedonic value and symbolic value has an impact on consumer attitude and purchase invention buying organic products. (2)Consumer attitude intervenes the effect on purchase invention. (3)Perceived sacrifice has an impact on purchase invention. Therefore, based on the research findings, the study proposes enterprises should enhance practicality of organic products, green knowledge in the public and purchasing channels. It allows general consumers to buy or to get the products more conveniently. Several suggestions have been recommended to provide the organic industry as a business development direction and marketing method and to be used for the follow-up researchers.