| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 103 === In recent years, the world has attached great importance to the issues of global warming and serious ecological damage. With the rise of environmental awareness, how to enhance the willingness of consumers to buy green products has become an important issue. The main purpose of this study is to investigate how environmental knowledge of consumers and their attitudes affect their willingness to purchase green products. This study compiled the above variables of the relevant documents and made related research on general consumers who live in the Southwest region of Taiwan. By conducting paper and web questionnaires, 392 valid questionnaires are collected through SPSS statistical software, by ways of descriptive statistics, reliability analysis, validity analysis, factor analysis, and regression analysis. The results show: 1. Consumers purchasing environmental-friendly products are related to their green knowledge. 2. Consumer’s willingness to buy green products and their environmental knowledge have significant positive correlation. 3. Purchasing attitudes towards green products have a significant positive correlation between willingness and positive attitude. 4. Consumers environmental knowledge and purchasing behavior have a significant positive correlation. 5. The green product purchasing attitude and purchasing behavior have a significant positive correlation. Some relevant management implications are also discussed in this article.
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