Exploring the Effect of Green Packaging on Consumer's Purchase Intention:Internal Locus of Control as a Moderator

• Main Authors: LI,BI-WUN, 李碧文
• Other Authors: LIU,YI-FEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/s556k9

碩士 === 國立高雄第一科技大學 === 運籌管理系碩士班 === 105 === Recently, environmental awareness improved. Many green packaging products launch in the major channels. Green packaging appearance, the production of ingredients will arouse the consumer's concept of environmental protection away to buy. In addition, in order to let the green packaging market segment and market position clear to make internal locus of control as a cut-in point. To understand the extent of consumer internal control personality so that corporate clear promotes to consumer. This study adopts experiment method. To explore the green packaging of consumers perceived value and purchase intention of the study. As 2(reducing the packaging:whether or not) by 2(biodegradable packaging:whether or not)of two-factors design. In addition, adding internal locus of control as a moderator to analyse different internal locus of control degree(high,low) on green packaging perceived value and purchase intention. The study results showed reducing the packaging products to are higher than general packaging prodocts on the consumer’s epistemic Value. Both reducing packaging products and biodegradable packaging products can not affect consumer’s purchase intention. Social value, economic value functional value of high internal locus of control social value, economic value functional value on biodegradable packaging is higher than internal locus of control. Moreover, purchase intention of high internal locus of control on biodegradable packaging is higher than low internal locus of control.