Self-monitoring and Recognized Environmental Protection Behavior Affect the Judgment on Green Product

• Main Authors: Jia-Wei Chang, 張珈維
• Other Authors: 簡怡雯
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/33169112062208602777

碩士 === 國立臺灣大學 === 商學研究所 === 101 === This study, based on the past results of researches in the field of symbolic product, self-monitoring, and green product, related with the consumer behaviors, explores how the interaction between external information (an article of recognized behavior about environmental protection) and self-monitoring affect the consumers’ product attitudes toward the symbolic green product. The result shows that the different levels of self-monitoring and that whether external information (an article of recognized behavior about environmental protection) exists or not do have the influence on the consumers’ product attitudes toward the symbolic green product. Besides, under the condition of no external information (an article of recognized behavior about environmental protection), different level of self-monitoring will have no impact on the consumers’ product attitudes, and for the low self-monitor, that whether external information exists or not do not affect the product attitude when consumer evaluate the symbolic green product.