A Study of the Factors Influencing BiodegradableProducts Purchasing Intention and Marketing Strategies : Perspectives of M Company

• Main Authors: Yu Kai Huang, 黃鈺凱
• Other Authors: 許志義
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/zgvgze

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 102 === With the fast progress of economic development in modern life, consumers start to realize that plastic not only damages environmental ecology but that it also is a hazard to human health. In recent years, apart from the reduction of plastic, scientists discovered biodegradable materials to avoid taking plasticizers dissolved by heat into human body. These materials are more friendly to the natural environment and can be processed through composting. This study aims to investigate the impact on consumer willingness to buy Taiwan''s biodegradable polymer material. It is expected that the empirical analysis results of the questionnaires from experts and consumers will help dealers to develop more appropriate marketing plans. In order to meet this purpose, the Delphi method was used for empirical analysis through references and expert interview. Five perspectives were framed after the first survey, and the experts suggested to eliminate cognition of the international certificate and to add six perspectives as evaluation indicators. After the completion of the second survey, the importance and consistency of all perspectives were compared. The experts interviewed in this study are marketing scholars, members of the Environmental Biodegradable Polymer Association, food packing dealers and biodegradable plastic providers. From the questionnaire results of 10 experts, the most important indicators affecting purchase intention are “food safety”, “marketing communication’, and “product price”. The second important indicators are “environmental protection cognition” and “consumption attitude”. The experts believe that dealers should strengthen marketing strategy and promote product popularity. Enhancing quality and increasing categories of products are ways to keep royal consumers with high purchase intention. Moreover, from the results of 130 effective consumer questionnaires, “product price” is the indicator that affects purchase intention the most. Dealers lower the cost through technology progress and reflect the product price, thus increasing purchase intention. The second indicator is “marketing communication”. The providers can elevate consumer perceived value through marketing strategies. If it is feasible to raise the perceived value of biodegradable plastic from consumers, it will conveniently drive the purchase intention.