The Impacts of Green Brand Image, Perceived Risk on Green Purchase Intention - An Example of Fair Trade Clothes

• Main Authors: CHUANG,TING-YI, 莊庭懿
• Other Authors: YANG, BIN-TSANN TSAI, SU-LEE
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/6q9pk4

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 104 === Green marketing and green purchase intention are popular research topics in recent years. The purpose was to find out green brand image, perceived risk and green purchase intention relationship. This study on the consumer to disseminate the questionnaire to collect quantitative data through SPSS statistical software analysis for clothes. In order to explore the consumer of green purchase behavior, the study of green brand image as independent variables, to explore its relationship with the green purchase behavior, perceived risk through the mechanism of the role of moderating in order to further clarify the relationship between variables .Three hundred seventy and seven questionnaires were distributed and got three hundred fifty five subjects participated in this study, the return rate is 94%. The study results show green brand image has a positive impact on the green purchase intention. And perceived risk on the green brand image and green purchase intention is a moderating effect