The Effects of Green Marketing on Consumer Attitudes, Brand Image, and Purchase Intention - The Case of Vacuum Flask Industry

• Main Authors: Ching-Yi Wang, 王靜宜
• Other Authors: Tom M. Y. Lin
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/33tt33

碩士 === 國立臺灣科技大學 === 企業管理系 === 105 === Some of the illegal enterprises have caused the environmental pollution and made unsafety products in their manufacturing processes for the recent years, which is harmful to the environment as well as human’s health. Therefore, these issues light up consumer's awareness towards to the environmental friendly and health. With the growing consciousness of environmental protection worldwide, governments make the green standards and regulations Laws to enforce enterprises of being green and environmental friendly. For today’s enterprises, in addition to enhancing products quality, environmental friendly, safety, and health, how to apply the concept of “Green marketing” to enhance consumers’ awareness of environmental protection and satisfy consumers’ needs becomes a critical goal for enterprises’ sustainability. The purpose of this research is to aim “THERMOS” as a study case to understand whether “THERMOS” Green marketing projects and promotions will influence, customers’ attitudes towards vacuum bottles brand images awareness and thus their purchasing reactions, and whether such differences exist under different types of Green marketing activities. Study Results Shown: 1. Consumers have the positive feedback towards to their purchasing attitudes to those enterprises that have Green marketing and are environmental friendly. 2. Among these three kinds of different promotions (Green product advertising, Green image advertising and Green charity friendly advertising), consumers have no different senses when they purchase the products from these Green enterprises. It is likely that these three kinds of advertising are all promoting Green issues. Therefore, consumers cannot find the differences from the brand images and products.