A study of Green Consumers’ Behavior─A Case study of School Procurement

• Main Authors: Huang, Kuo-An, 黃國安
• Other Authors: 謝雅惠
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/8428t3

碩士 === 開南大學 === 國際企業學系 === 104 === As a result of the continuous increase of global population as well as the economic development, the environmental ecology has been severally damaged. The concept of the green consumption has been largely advocated. In addition to the green design of the products, the willingness of consumer purchasing has also played a pivotal role in the green marketing. The primary purpose of the present study is to explore the consumer behavior of the school purchasing in terms of the green attributes of the purchased products. The present study refers to the literature review, comments from green experts, as well as the related laws and regulations to do the research. There are four main dimensions of the green product attributes, including product function, product package, green image, and friendly ecology. Questionnaires had been randomly distributed to responsible purchasing staff at different schools in Taoyuan for the survey. The present study used the SPSS for the analysis of the survey. The survey results show that gender and seniority of the purchasing work have the significant effect on the view of the green product image. In such, management is expected to perform the market differentiation in marketing activities. The product image combined with product package has high association with the product function. Practitioners are suggested to pay more attention to the package design of the product, and maintain a good image for environmental protection.