| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士班 === 105 === Environmental protection is an issue that is becoming more and more important in today’s society, and thus has opened opportunities for businesses to exploit this new trend. Companies have responded in producing products that are more environmentally friendly, and this has since spread toward production, logistics, marketing, operations, and even packaging. This study will focus at examining packaging.
Individuals are also becoming more and more knowledgeable about these trends, and are believed to be shifting towards demanding products that fall in line with the trends.
Self-congruity refers to the way an individual identifies who they are with the attributes of a specific product and brand. The aim of this study is therefore to examine how self-congruity, and consumer green knowledge affects attitude, and in turn, how attitude affects purchase intention. This study will also compare an Asian and Western perspective, along with environmental cue.
The final respondents of this study composed of 403 respondents with 392 being valid, of whom 199 are individuals from a Western cultural background, and the other 193 being individuals from an Asian cultural background. Each culture samples consisted of a half for with and half without environmental cue. This study uses the LISREL technique testing the responses with and without environmental cue. SPSS testing was used to test the significance of culture.
This research found that (i) Self-congruity does play a significant role in determining attitude for both groups with and without environmental cue (ii) Consumer green knowledge also has a significant impact on attitude toward green packaging for both groups with and without environmental cue (iii) For both groups: with and without environmental cue, attitude does have a significant positive impact on purchase intention. (iv) Self-congruity has a direct strong and positive relationship with purchase intention. (v) Consumer green knowledge does not have a significant positive relationship with purchase intention, but rather needs attitude to serve as a mediating variable. (vi) There exists a significant difference in self-congruity, green knowledge, attitude, and purchase intention based on the culture of origin.
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