An Exploration between Green Attitude and Green Consumption

• Main Authors: Guan-YenChen, 陳冠妍
• Other Authors: Chun-Heng Ho
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/21094813636401634843

碩士 === 國立成功大學 === 工業設計學系碩博士班 === 101 === Nowadays environment-friendly notions are becoming more popular. However, though consumers agree with the idea of green attitude, they may not actually buy green products. The research focused on the connection between the consumer sustainable attitudes and the actual sustainable purchase behavior, to make a thorough inquiry of the reason of the gap between green Attitude and green Consumption. The starting point of this research is from the consideration of product design. By observing what the most important green product conditions are, when a consumer with green attitude is buying a product, the results can help product designer establish design strategies for designing green products. According to the research, consumer will take consider of these conditions when choosing a product: shape, price, brand, specifications, function and energy saving. However, energy saving is not a must-have purchase condition; it has been took into consideration mostly in order to save electricity. The research suggests that if energy saving amount can be converted into electricity fee and marked on the product, or strengthen environmental friendly concept on the shape of the product, will raise consumers' intention of buying green products. The research also found out although some consumers take environmental friendly factors into account, they don't always know the proper way to evaluate whether the product is environmental friendly or not. Also most consumers take budget as their first consideration. Hence this research made following suggestions for the promotion of green product: (1) Education of green consumption knowledge, in order to increase consumers' awareness of environmental friendly or energy saving mark when purchasing merchandise. (2) Most consumer take budget as their first consideration, the product models they choose usually don't have too many additional features, the research suggest company to design green products with basic function, and affordable price, to meet the demand of general consumer.