Green Product, Green Trust and Purchase Intention: A Study on Fast Fashion UNIQLO

• Main Authors: HE, JR-FANG, 何志芳
• Other Authors: Benjamin C Parng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/t7k4u9

碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === This study explores how the green product and green trust can affect consumers’ purchase intention. A survey research methodology is utilized to collect 534 valid questionnaires. Further regression analysis of this sample (N=534) finds the empirical results support the study’s hypotheses and indicate that: (1) Green products influence on green trust positively. (2) Green trust has significant influence on purchase intention. (3) Green products has significant influence on purchase intention. (4) Green trust partially mediate the relationship between green product and purchase intention. The result of the study shows the green product can bring consumers more recognition and build trust, when green trust is increased, it will enhance the willingness to buy green product, but also the green trust influence purchase intention as a very important variables.