A Study on the Relationship between Adolescents’ Green Marketing Perception and Green Consumption Attitude in Pingtung County

• Main Authors: Chen, Chihyin, 陳智慇
• Other Authors: Wu, Tzungli
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/648kwx

碩士 === 國立屏東教育大學 === 社會發展學系碩士班 === 101 === The purposes of this study are to investigate Pingtung County adolescents’ green marketing perception and green consumption attitude and explore the relationship between them. Adopting the questionnaire survey, this paper firstly conducts the literature analysis to extract the theoretical conceptions of green marketing perception and green consumption attitude to draw up the questionnaire of Survey on Pingtung County Adolescents’ Green Marketing Perception and Green Consumption Attitude, so as to have the idea of the current situation , differences and relationship between Pingtung County adolescents’ green marketing perception and their green consumption attitude. The subjects investigated are Pingtung County adolescents with a total number of 490. 484 questionnaires are returned and valid. According to the statistical analysis, the study results are as follows: 1. Adolescents’ green marketing perception is generally good, and more positive in the aspect of path ; their green consumption attitude is positive as well, and more positive in the aspect of reduce. 2. "Media" is the most important source for adolescents’ green marketing information, and the most important factor to affect their green consumption attitude as well. 3. Female adolescents are significantly more positive than male adolescents in green consumption reduce and reuse attitude. 4. Junior high school students are significantly more positive than senior high school students both in green marketing place perception and green consumption attitude. 5. Adolescents with less pocket money are more positive in green consumption reduce attitude. 6. Adolescents whose parents with higher educational attainment are more positive in green marketing place and product perception. 7. The more positive adolescents’ green marketing perception is, the more positive their green consumption attitude is. 8. Adolescents’ green marketing promotion perception can effectively explain their green consumption attitude most.