| Summary: | 碩士 === 育達科技大學 === 資訊管理所 === 102 === While rapid economic development is destroying the planet, people have begun to think about what the environment means to them; environmental awareness is rising. Therefore, how manufacturers increase people’s attraction to eco-friendly products has become a vital issue.
This research focuses on consumer’s attitudes towards environmental issues, corporations’ green marketing, and whether the extent of understanding green products influences their purchasing. Thus, from these factors we are able to realize what makes consumers buy green products. We made use of both literature review, professional interviews, and first-hand research through giving questionnaires to school staff and online shoppers. Furthermore, we realized which crucial factors cause people to decide to buy green products on the basis of the AHP weighting method.
The result of analysis shows that people’s environmental awareness makes obvious impacts on their tendency to buy such products. Consumers purchase eco-friendly electronic products to save energy and water resources, and also to fulfill a sense of social duty, due to their concern about environmental issues. Green marketing only increases their interest more, and the official certificates of energy efficiency further boosts consumer confidence on products.
|
|---|
