The Relationship among Perceived Green Value, Green Consumer Motivation and Green Purchasing Intention: the Consumers of Handmade Soap

• Main Authors: Ling-May Kung, 孔令玫
• Other Authors: HUANG, YI-CHUN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/qmh3d6

碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 105 === As reviewed the related literature, the research among consumers’ purchasing intention, perceived green value and the green consumption motivation is still rare. Also, the research of verification in the green consumer motivation mediating effects is rare. Hence, this study focused on the consumer purchasing intention of handmade soap. A questionnaire survey was conducted and data was collected from the 491 consumers. The results of the study were that the factor of safety and health needs in green consumption motives and quality and price value in perceived green value were the main influence on green purchasing intentions. Also, it can be confirmed that green consumption motivation as a mediator on perceived green value and has positive influence on green purchase intention.