How to Promote the Consumer’s Behavior Intention of Recycled Paper Products?

• Main Authors: Ting-Min Fan, 范庭敏
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/49529143300157578078

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 102 === 　　Today, the concept of environment-friendly has been passing internationally. Marketers all around the world create green products to satisfy consumers and they also develop green marketing strategies. For the enterprises, the more to understand about the consumers, the more opportunities to sell the products successfully people will get. Therefore, try to understand what kinds of factors the customers are considering while selecting those environment-friendly products will be the key to lift up the competitiveness of them. 　　Main purpose of this study is to investigate the consumer’s recycled paper products behavior intention and the antecedents. We build model and hypothesis according to literatures, and collect 767 valid questionnaires from the general consumers. Structural Equation Modeling (SEM) is applied to test the model and research hypothesis. The results of this study are as follows: 1.The model established by this research has its reasonable fitness. 2.Behavior intention will be positively significantly affected by attitude, subjective norm, and perceived behavior control. 3.Attitude will be positively significantly affected by value consciousness, perceived environmental knowledge, and perceived quality. Besides, attitude will not be negatively significantly affected by price consciousness. 4.Subjective norm will be positively significantly affected by interpersonal and external influences. 5.Perceived behavior control will be positively significantly affected by resource facilitating conditions. 　　Managerial implications and additional researchers are presented in final session.