The Factors Affecting Green Consumption - A Case Study of Shinnan Tiandong Rice

• Main Authors: Chen, Chao-Hua, 陳昭樺
• Other Authors: Chen, Kai-Lih
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/6s4wg5

碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 104 === The 21st century is the era of Green Consumption. Facing the seriously environmental crisis, it is urgent to change the consumption pattern. Currently in Taiwan, people have the environmental awareness, but have no positive action on the friendly environment. In order to encourage consumers to buy green products, “Shin-Nan Tiandong Rice” was used as a case study. The environmental demands were considered in the interpretive activities and experience activities, and also considered as the factors affecting the green consumption. Besides, interviewing questionnaires were carried in the Shin-Nan leisure agriculture area related to the Shin-Nan Tiandong Rice activities from July to November, 2014. 277 questionnaires were collected and analyzed. Purchasing green products is the most effective prediction variable for purchasing intention. According to the Q-V-B method, the perceived quality affects the perceived value , the perceived quality and the perceived value affects purchasing intention.According to ACSI method, the perceived quality and the perceived value both affect satisfaction. We conclude that experience perceived quality, experience perceived value and experience satisfaction affect the purchasing intention. The green involvement (environmental groups and biology study clubs) and the environmental awareness are the important key variables for buying green products. Therefore, the general consumption and the sustainable consumption were combined as the factors affecting green consumption, and investigate the mediation between variables. The results of this study indicated that the green involvement , environmental awareness, experience perceived value and experience satisfaction showed positive effect on the purchasing intention. However, the experience perceived quality showed negative effect on experience perceived value, and showed positive effect on the experience satisfaction. Environmental awareness had the partial mediation between the green involvement load and the purchasing intention. Therefore, we suggested when the green marketing personnel design products or service, they should consider the environmental demands. Besides, it’s better to use the emotional narrative elements to stimulate the consumers’ feeling.