Effect of Carbon Labeling on Customer Purchase Intentions: Using Herd Behavior as a Moderating Variable

• Main Authors: Chung-Hung Yu, 游仲弘
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/k9r5b6

碩士 === 朝陽科技大學 === 企業管理系 === 103 === Global warming has been continuously discussed in recent years, and governments have started to formulate numerous policies to solve problems such as climate change and environmental protection. Countries worldwide have also promoted carbon footprint labels in the hope of reducing carbon emissions through product-oriented policies and by encouraging the public to select ecofriendly products and support sustainable development. Accordingly, this study was aimed at investigating whether the public’s basic awareness of carbon footprint labels and their attitudes toward the environment exert any influence on their purchasing behaviors and attitudes, as well as determining the effects of consumers’ altruistic and egoistic motives on their intention to purchase ecofriendly products. The survey was conducted throughout the Taiwan island, with 400 sample and 377 are valid. The results indicated that consumers’ altruistic and egoistic motives influenced their intention to purchase ecofriendly products. Consumers’ understanding of carbon footprint labels and their new-environmental-paradigm scores significantly influenced their purchasing behaviors and attitudes; moreover, consumers’ purchasing behaviors and attitudes were highly correlated with their purchase intention.