| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 103 === Green product consumption has become an important social issue of public concern. Protecting the earth is not only the responsibility of businesses, but also of each person. Green consumption trend will drive green products to the mainstream. In response to growing environmental awareness, many well-known lingerie brands have introduced green female intimate apparel.Many green marketing researches have been conducted, however, few were on consumer behavior of environmental friendly women’s intimate apparel. This study focuses on major factors influencing female consumers’ willingness to buy green intimate apparel products.
The study uses questionnaire to survey active female consumers. Sample data from 503 valid surveys andeffective recovery rate of 96.3%are subsequently used for descriptive statistics, reliability analysis,t-test and ANOVA, andregression analysis.The use of female subjects who were descriptive statistical of the basic data, according to the survey, the majority of subjects were in 21 to 25 years old, unmarried and living in Hsinchu University (College) students based.The study uses regression analysis findings show green marketing to be the most important factor influencing female consumers’ willingness to buy green products, followed by consumer attitude towards environmental values, consumer awareness of green products, andconsumer’s appeal of underwear products.
|
|---|
