| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 104 === As the environmental consciousness rises among consumers, green products have become popular. Based on green consumption studies, we develop two studies to examine how consumer evaluation toward a green product (compared with a regular product) may be different subject to organization type (nonprofits vs. for-profits vs. co-branding of for an alliance between a for-profits and a nonprofits organization) or consumer participation level (no engagement vs. low engagement vs. high engagement). Three dependent measures including product effectiveness, brand attitude, and purchase intention are used.
The results of Study 1 indicate that compared with a regular product, a green product manufactured by a for-profits organization is evaluated to be less favorable. Opposite results are found: compared with the regular product, the green product manufactured by a nonprofits organization is evaluated to be more favorable. No such differences are found when a co-brand provided by a for-profits and nonprofits organization is launched. Inferred motive mediates the interaction mentioned above.
The results of Study 2 show that, compared with a regular product, a green product with low consumer engagement is evaluated to be less favorable. On the other hand, a green product with high consumer engagement is evaluated similarly from a regular product. Perceived control mediates the interaction mentioned above.
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