| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 國際企業經營管理(IMBA) === 104 === Nowadays, global warming and rising of sea level issue cause extreme whether condition and food shortage of agriculture products. Hair salon industry is considered as high energy-consumed industry since plenty of chemicals are used for cleaning, dyeing, and perming. Hair salon industry should take responsibility on environmental protection and customer's health. In addition to enterprise accountability, hair salon industry should be proactive to provide customer with green product and be sustainable for future generation.
This study focuses on relationships among customer perceived value, motivation, attitude and willingness of adopting on green product of Hair salon. The result of study mainly provides hair salon industry on strategy development. Second, this study brings awareness of sustainability to customers which enables customer to take consideration of social responsibility and sustainability while choosing products.
This study adopts questionnaire survey to investigate hair salon customer. To consider the sampling reliability and validity, the sampling distribution contains 68 surveys in North Taiwan, 166 surveys in central Taiwan, 47 surveys in South Taiwan, and 35 surveys in East Taiwan. The survey composed of hardcopy (distributed in salon shop) and softcopy (through email, Facebook, Line, and Whatsapp). This study distributed 500 survey and received 401 returned surveys. In these 401 returned surveys, 316 surveys are validated. This study deploy SPSS to perform data analysis, the result shows that perceived green product value and customer motivation positively influences customer attitude while customer attitude positively affects customer's willingness on purchasing green products.
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