Purchasing counterfeited luxury products and downloading pirated items have becomemore common nowadays. Fashion and IT industries are affected negatively by consumers’supportive attitude towards piracy and counterfeits. Many luxury branded companies havetheir exclusive brand names stolen by counterfeits producers. Likewise producers ofcomputer software, music, and movies are affected by individuals who download/streamtheir items for free. Consumers’ attitudes towards counterfeiting and piracy are importantto examine as to understand their acceptance and rejection towards counterfeits and piracy.The purpose of this thesis is to examine consumers’ attitudes towards counterfeits andpiracy. What is accepted and rejected by consumers? To answer the research questions, aqualitative method is used. The data is collected through semi-structured interviews with12 consumers of both/either counterfeits and piracy. The study is performed in Skåne(Scania), Sweden, mainly in Malmö, Perstorp and Kristianstad.We implemented the Theory of Reasoned Action, Theory of Moral Reasoning, ConsumerTheory and different attitudes for analysing the empirical presentation. The result of thestudy showed that the interviewees had a more accepting attitude towards piracy while themajority of them had a rejecting attitude towards counterfeits. Due to the fact thatcomputer and IT have become a part of the everyday life for many individuals. However,the interviewees who buy counterfeits consume the items while they are on vacationabroad since the supply of counterfeits in the Swedish market is not very big. When itcame to piracy and counterfeited products, the age of the interviewees did matter to someextent. Also, price was one important element why consumers are interested in counterfeitsor download piracy.This study contributes to fill the gap in the lack of studies of consumers’ attitudes towardsboth piracy and counterfeits. The conclusions can be used as a guideline and tool forcompanies to be aware of consumers’ attitudes towards illicit products. Keywords: Counterfeit products, Piracy, Consumer attitude, Physical products, Digitalproducts, Luxury brands, Genuine luxury brand, Illicit forged products

I början av året 2018 lanserade modeföretaget H&M en kampanjbild där en mörkhyad pojke bar en tröja med texttrycket ”Coolest monkey in the jungle”. Bilden fick global spridning, H&M kritiserades av media och på företagets egna sociala kanaler ramlade kommentarer in av både positiva och negativa ordalag. H&M publicerade därefter tre inlägg där företaget tog på sig ansvaret för incidenten och bad om ursäkt. Sociala medier karaktäriseras av öppna kommentarsfält där användare och besökare fritt kan uttrycka sina åsikter, samtidigt som detta innebär ett minerat landskap för företag som står utom kontroll för informationen som sprids. Denna studie diskuterar även ämnen som krishantering, oetiskt företagshandlande, konsumentattityder, samt etik och moral ur ett konsumentperspektiv. Genom att utföra en innehållsanalys av alla kommentarer direkt relaterade till de tre ursäkts inläggen söker denna studie att kartlägga kundkretsens uppfattningar om H&M som varumärke efter incidenten och finna indikationer på vilka risker det kan innebära för företaget. Resultatet visar på en tudelad kundkrets där en betydande del uttrycker upprördhet över kampanjbilden och visar på ett skapande av negativa attityder gentemot H&M, varav en likvärdig del uttrycker positiva ord om både bilden och H&M som företag. Resultatet kan förklaras genom att bland annat studera kundkretsens etiska referensram och teorin kring bufferteffekten. Attitydförändringarna som identifieras hos en stor del av kundkretsen utgör i sin tur en risk för H&M genom en försämrad varumärkesbild, negativa köpintentioner och viral spridning av information som är ofördelaktig för företaget. / In the beginning of 2018, the fashion company H&M published a campaign with a dark-skinned boy wearing a sweater with the print “Coolest monkey in the jungle”. The picture was spread globally, H&M was criticised by the media and commentaries in both positive and negative terms was posted on the company’s own social channels. There after, H&M published three posts where they took responsibility for the incident and apologised to the public. Social media is characterised by an opened atmosphere where users and visitors freely can express their opinions, as well as it implicates a mined field for companies out of control for the information being spread. This study also discusses subjects as crisis management, unethical firm behaviour, consumers attitudes, and ethics from a consumer perspective. By conducting a content analysis of all commentaries directly related to H&M’s apology-posts, this study aims to map the clienteles perceptions of H&M as a brand after the incident and find signs of risks that might imply for the company. The results indicate a bisectional clientele where a considerate part expresses revolt and shows an establishment of negative attitudes towards H&M, where of an equivalent part expresses positive words of both the campaign and H&M as a company. The results can be explained by examining the clienteles ethical frame of reference and the theory of the buffering effect. The attitude changes identified within a substantial part of the clientele, in turn constitutes a risk for H&M by a weakened brand image, negative buying intentions and a viral spreading of information that could be unfavourable for the company.

The South African Organic farming industry has indicated a stable increase in the production of organic products from insignificant informal sectors to a fast-growing formal sector. Although there is no documented evidence of the origins of the sector, it can be considered that the formalisation of the organic industry started in 1994 with the formation of Organic Agriculture Association of South Africa (OAASA). The expanding organic food sector is a current organisational change in food demand in South Africa. Therefore, it is becoming vital for food marketers to know consumer needs and demands for food in South Africa, particularly organic food, as consumer preferences sturdily affects the direction of the marketers’ approach, in terms of what is in demand and consumed. Accordingly, this research investigated the factors that influence consumer attitude towards organic food and how consumer attitude influences consumers’ buying intentions. A non-experimental quantitative approach was employed to respond to the purpose and goals determined for the study. A survey was circulated to South African purchasers residing in the Gauteng Province, who were over the age of 18 years and liable for their own domestic food acquisitions. A total of 310 questionnaires were completed, but only 301 responses without errors were utilised for statistical analysis. Data collection was conducted by means of an in-store intercept approach and snowball sampling was applied to supplement the purposive sampling approach to achieve a statistically significant respondent sample. In order to examine and understand the socioeconomic characteristics of the sample and further determine the type of respondents who took part in the research, descriptive statistical analysis was used for this current research. Furthermore, to meet the goals of the research, inferential statistical analysis was used to attain the description view of every recognised variable’s performance of the participants. The findings of this research firstly showed that product quality, subjective norms, health and environmental concerns had a positive influence on consumer attitude towards organic food. The analysis further indicated that health concerns had the strongest influence on the respondents’ attitude for organic food, followed by product quality, then subjective norms. Surprisingly, environmental concerns showed no statistically significant influence on the consumers’ attitudes towards the purchase of organic foods. Secondly, the results showed that the respondents had a favourable and positive attitude for organic food. The participants believed that organic food was higher quality, healthier, safer, fresher and tastier than conventionally grown food. Thirdly, the results showed that even though the respondents considered price as a significant influence when purchasing food, and also considered organic foods to be expensive than conventional food products, they still intended to purchase more organic food. The results further showed that, though some respondents had access to organic food in the retail-stores where they regularly shop, other respondents still expressed difficulty in finding organic food products. However, this does not change their intent to purchase more organic food. Lastly, the results indicated that, although respondents had a great intent to buy organic food, this did not translate into actual purchase behaviour, because actual shopping behaviour of organic food was low, which reiterates the intention-behaviour gap. This means that, although the respondents had a strong intention to purchase organic foods, there are still hurdles which hindered them from making the actual buying of organic foods. The intention-behaviour gap among consumers is mostly triggered by the inaccessibility of organic food products, consumers’ lack of confidence in the trustworthiness of organic food certifications, and the high price of organic food. It is therefore advised that organic food sellers must aim to expand purchasers’ awareness of organic food, in terms of what makes organic food distinctive from non-organic food and the justifications for high prices of these products, so they will be more prepared to buy organic food. Organic food traders and marketers must improve the accessibility of these foods by supplying them where it is convenient for purchasers to buy such products. It is also suggested that the South African government must put in place official certification and inspection programmes for organic food products to improve consumer confidence in certified organic food products. This current research can contribute by adding value to the literature on environmental sustainability in the perspective of a growing economy, specifically South Africa. The research further extends its contribution in assisting organic food producers, operations, sellers, government and regulatory institutions to further understand the factors that influence consumer attitude for organic food and consumers’ buying intentions. This will enable the effective development of organic agricultural programmes (e.g. certification) and improve marketing campaigns that will motivate South Africans to select organic food products. / Life and Consumer Sciences / M. Cons. Sci.

Internet usage is increasing every year, and so do the different online activities on the internet. Online shopping is one of the most popular activities on the internet and is continuing to grow. This study investigated if visual information influences consumer behaviour on e-retail websites when shown together with non-imagery information. The study also looks at whether or not the visual information that is being presented is a factor for consumers behaviour, and if the quality of the image matters in purchase intent. Another point of view in this study was whether or not imagery information in e-retail would increase the consumer attitude towards the design and if the type of visual information mattered. A significant difference was found in purchase intent for products having imagery information, regardless of the quality. Attitudes towards e-retail designs with high-quality product images were also found to be significantly more positive over both no- and low-quality images. The findings of this study fills the gap whether or not visual stimuli influence consumers when displayed to products without visual stimuli. The type of product imagery information being displayed is also a factor for consumer enjoyment. High-quality visual information is perceived  better compared to designs with low-quality and non-imagery product information.

Sociala mediers framskridande har förändrat hur vi ser på världen och hur samhället ser ut. I samband med att användningen av sociala medier har ökat har även kritiken riktad mot modeföretag ökat. Det har lett till ett maktskifte från företag till konsument, vilket i sin tur har gjort att företag har fått en minskat kontroll över vad som sprids och sägs om dem. Det som tidigare var word-of-mouth (WOM) har nu blivit en mycket snabbare variant: nämligen electronic word-of-mouth (eWOM). Med hjälp av eWOM använder konsumenter sin makt för att styra hur modeindustrin utvecklas och, till och med i vissa fall, vilka som blir “canceled”. I takt med att konsumenter har blivit mer kritiska, har de också blivit mindre källkritiska vilket leder till att de lätt tror på den kritik som de presenteras för, utan vidare åtanke. Det har därför blivit viktigt för företag att lära sig hur de ska bete sig i det nya klimat som uppstått på sociala medier och hur de ska bemöta negativ kritik. Denna studie undersöker hur sociala medieanvändare reagerar på negativ kritik mot modeföretag på sociala medier och hur det i sin tur påverkar deras inställning till företagen. Studien bidrar med information som kan hjälpa företag att bemöta den kritik som de får på sociala medier. Denna studie fyller ett gap då tidigare forskning främst undersöker hur konsumenter kritiserar företag och inte hur de ställer sig till kritik. Tidigare forskning undersöker inte heller hur konsumenters inställning faktiskt ändras i samband med kritik. Studiens syfte uppnås genom en fältstudie på sociala medieplattformen Instagram och intervjuer. Fältstudiens utgångspunkt är kommentarer tillhörande kritiska inlägg om olika modeföretag på Instagram. Intervjuerna baseras på samma inlägg som fältstudien där respondenternas inställning till företagen undersöks. Studien har funnit att negativ kritik har en negativ påverkan på konsumenters inställning till modeföretag. Däremot påverkar kritiken olika mycket beroende på grad av lojalitet och typ av kritik. Vidare är mindre väletablerade modeföretag mer sårbara i samband med kritik än de stora välkända modeföretagen. Företag kan påverka situationen genom att bemöta kritik på ett lämpligt sätt. Ett defensivt bemötande leder ofta till att konsumenter får en mer negativ inställning snarare än om företag svarar sårbart, alternativt inte alls. Sammanfattningsvis kan företag, trots att de förlorat en hög grad av kontroll, med rätt medel, styra konsumenters inställning. / The rise of social media has changed how we see the world and how society looks today. As the use of social media has increased, so has the criticism directed at fashion companies, which has led to a shift in power from companies to consumers—giving companies less control over what is said about them. As a result, what used to be word-of-mouth (WOM) has now evolved into a much quicker variant: namely electronic word-of-mouth (eWOM). Using eWOM, consumers use their power to control how the fashion industry develops and, in some cases, even which companies get "canceled." The amount of news circulating online and the low level of control that companies have, has led to the vast emergence of fake news. As consumers have become more critical of companies and their actions, they have also become less critical of sources, leading them to believe the criticism they are presented without further thought. Therefore, it has become essential for companies to learn how to behave in the new climate that has emerged on social media and respond to the negative criticism. This study examines how social media users react to negative criticism of fashion companies on social media and how this, in turn, affects their attitude towards these companies. The study contributes to the understanding that can help companies respond appropriately to their criticism on social media. This study fills a gap as previous research mainly examines how consumers criticize companies and not how they respond to criticism. Previous research also does not examine how consumers' attitudes change in response to criticism. The intent of this study is attained through a field study conducted on the social media platform Instagram in combination with interviews. First, the field study analyzes comments associated with critical posts about different fashion companies on Instagram. Then, the interviews are based on the same posts used in the field study, where the respondents' attitudes towards these companies are examined. The study has found that negative criticism hurts consumers' attitudes towards fashion companies. However, the impact of criticism varies depending on the degree of loyalty and the type of criticism. Furthermore, less established fashion companies are more vulnerable to criticism than the larger renowned fashion companies. The study concludes that companies can influence crises by responding to criticism appropriately. For example, a defensive response often leads to a more negative attitude of consumers rather than if companies were to respond vulnerably or not at all. In closing, companies can manage consumer attitudes with appropriate means despite having lost a high degree of control.

Date: 2022-06-02    Level: Master thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalen University  Authors: Ida Pesiö Linnéa Rossander Title:  The Impact of Consumer Sustainability Values and Companies’                        Sustainability Work on Consumer Attitude and Purchasing The Importance of Product and Price Tutor: Aswo Safari Keywords: Consumer values, Consumer purchasing, Sustainability values,                    Online fashion sustainability, Companies’ sustainability work, Consumer attitude. Research question: How does consumers' sustainability values and companies'      sustainability work affect consumers' attitude and purchasing? Purpose: The purpose of this paper is to investigate how consumers’ sustainability values and companies' sustainability work affect their attitude and purchasing in online fashion. Furthermore, the study  aims  to identify what factors may lead consumers to unsustainable purchasing in an online fashion context.    Method: The study was conducted with an explanatory qualitative approach. The empirical data was obtained through semi-structured interviews, and followingly analyzed by combining the study's conceptual model together with a thematic analysis. Conclusion: The findings reveal that consumer values and companies’ sustainability work affects consumer attitude. However, consumer values and companies’ sustainability work do not affect consumers’ clothing purchases online. The most important factors that guide consumers purchasing are product and price. This does not mean that consumers do not care about sustainability during clothing purchases online, however, sustainability is not a priority.

Background: In the topic of marketing, Artificial Intelligence has a tremendous influence on social media. Deepfake technology which is a product of Generative Artificial Intelligence (GAI) is the tool that simplifies the creation of hyper-realistic videos. In general, this technology has been used in identification thefts, pornographic, propaganda, and spreading misinformation. Thus, this study wonders about the possibility of using this technology in marketing. Therefore, this study focuses on Consumer perception connected to concepts such as Consumer attitude, Consumer trust, and Brand authenticity  Purpose: The purpose of this study is to explore how customer attitude, consumer trust, and brand authenticity are influenced by deepfake videos to understand consumer perceptions towards deepfake videos.  Methodology: This abductive master’s thesis employed a qualitative approach to collect empirical data. Drawing inspiration from semi-structured interviews, questions were formulated for use in five focus groups comprising a total of 24 participants. Thematic analysis was employed as the research methodology to code and categorize the transcriptions. The data obtained from the focus groups were transcribed and coded using Delvetool.  Findings: Consumer perception on the use of deepfake technology in marketing, noting both opportunities and concerns. While deepfake offers potential for brand expansion and streamlined content creation, its illegal use poses societal risks. Participants expressed mixed feelings about deepfake technology, finding it both impressive and daunting. For marketing, deepfake simplifies content creation but must be used legally and aligned with brand identity. Transparency and credibility are crucial to shaping consumer attitudes and trust, which in turn affect brand authenticity. Misuse of deepfake content can harm brand image and credibility, leading to negative consumer perceptions and behaviors. Ultimately, whether perceived positively or negatively, deepfake use influences consumer behavior, either fostering brand loyalty or eroding trust and advocacy.

Background: There have been examples of luxurious brands that havebeen hijacked for example Gucci and Dr. marten where a non desiredtarget group uses them as symbols and is associated with the brand.Before there have been studies where the main focus has been on brandsthat are used by groups that could have a bad influence on the brand. Thisthesis is exploring how the consumer attitudes in the form of affect,behavior and cognition is influenced and changed when a luxurious brandis hijacked.  Purpose: The purpose of this paper is to explore how the consumerattitude from the ABC model from the desired target group is affectedwhen a luxurious brand is used by a non desired target group. Methodology: The bachelor thesis aims to fill a gap that the authors havefound in the literature by exploring how the consumer attitudes areaffected when a non desired target group hijacks a luxurious brand.Therefore a qualitative research approach was used in this thesis as wellas eighth unstructured interviews. An interview guide from theoperationalisation was made and used to get the data needed from theinterviews. The sample method used in this thesis was purposive samplingto make sure that the participants had the knowledge and previousexperience from luxurious brands.  Findings: The findings of the thesis found that when a luxurious brand ishijacked by non desired target group, which pattern it takes it will lead toa change in the behavior by the participants. Conclusion: The conclusion of the thesis concluded that both the affectand cognition parts from consumer attitudes are unchanged when a nondesired target group hijacks a luxurious brand but the behavior part from2 (71)consumer attitudes changes in the form of actions and behavioralintentions.

Estudos têm demonstrado que idéias pré-estabelecidas e estereotipadas dos indivíduos com relação a países podem afetar suas atitudes em relação a produtos oriundos dessas nações. Tal fato é conhecido como efeito país de origem. Nesse contexto, vale destacar que apesar de o Brasil ter assumido nesta década a posição de maior exportador de carne bovina do mundo, seu papel de liderança nesse campo é criticado por muitos europeus, que acreditam que a pecuária brasileira é responsável por grande parte da destruição da floresta amazônica, pela exploração da mão-de-obra barata e até mesmo escrava e, ainda, por realizar baixo investimento na sanidade dos animais. O objetivo geral desta pesquisa é, portanto, analisar a influência da imagem do Brasil na comercialização da carne bovina brasileira na Europa. Este estudo possui uma parte exploratória e outra descritiva, composta por uma etapa quantitativa e outra qualitativa. Além da revisão bibliográfica, foram realizadas entrevistas com exportadores brasileiros, membros de entidades de classe que representam o setor exportador e importador europeu, com o objetivo de complementar os resultados da etapa quantitativa, foco principal da pesquisa. Durante a etapa quantitativa foi realizado um levantamento junto a estudantes e funcionários de universidades na França, Alemanha, Irlanda e Inglaterra, de forma a analisar em que medida a imagem do Brasil pode afetar suas atitudes em relação à carne bovina. Esta pesquisa pôde concluir que crenças em relação a países podem diferir de acordo com o grau de similaridade percebida entre o país do respondente e o país analisado, além de questões demográficas, como local de residência, sexo e faixa etária.Tais fatores também podem moderar a magnitude do efeito país de origem. Conclui-se, também, que os aspectos relativos à comunicação, distribuição e diferenciação dos produtos brasileiros foram os que receberam a pior avaliação por parte dos consumidores que participaram do levantamento, o que significa a necessidade de maior investimento do setor privado e do Governo em ações voltadas para a comunicação dos produtos brasileiros no exterior. Além disso, parece fundamental exaltar nessas campanhas de comunicação, aspectos relacionados às artes e à festividade e amabilidade do povo brasileiro, dimensões bem avaliadas pelos respondentes em todos os países. Observou-se que o total de respondentes avaliou de forma neutra a imagem do Brasil, de uma forma geral, e não houve influência significativa da imagem do Brasil na atitude em relação à carne bovina. Pode-se concluir, portanto, que o efeito país de origem para o total de respondentes foi, apesar de positivo, pouco expressivo. Ao analisar grupos separadamente, observou-se diferenças significativas do efeito país de origem entre as distintas faixas etárias, país de residência, os diferentes gêneros e, entre os grupos com maior ou menor grau de familiaridade e, ainda, envolvimento com o produto. Houve, ainda, diferenças entre os grupos com maior ou menor nível de conhecimento do Brasil. No que se refere às limitações da pesquisa, pode ser destacada a população-alvo definida para esse estudo, tendo em vista que a mesma não abrange outros importantes mercados com os quais o Brasil mantém relações comerciais, como outros países europeus, os Estados Unidos e países asiáticos, ou mesmo diferentes segmentos de consumidores europeus. Pôde-se, com os resultados da pesquisa, avançar no estado da arte nas pesquisas sobre imagem de país e, ainda, colaborar com os profissionais e teóricos de marketing, para que possam melhor gerenciar o construto país de origem como ferramenta de marketing. / In the last years, studies has showed that pre-established ideas and stereotyped from individuals about countries can interfere in their attitudes concerning products from theses nations, phenomena denominated by some authors as the country origin effect. In this context, is important to say that even Brazil has become the main Beef exporter of the world, your leadership in this area has been criticized for some Europeans, who believe that the Brazilian livestock is responsible for Amazon Deforestation, slave work and also, the producers has a low concern with animal health. this position was achieved despite of Amazon deforestation, slave work and not enough animal health care. Brazilian government and the exporter sector have been working to change the image of all productive chain has abroad, showing measures to reduce the environment impact of the activity, in the health care of the animals and in the labor law attendance. Therefore, the main goal of this research is to analyze the influence of Brazilian image in the Brazilian beef trade in Europe. This research is exploratory and descriptive and had a quantitative and a qualitative part. Further the bibliography research, interviews were made with representatives of Brazilian beef exporters and European importer, with the aim of complementing the main focus of this research, the quantitative part. During the quantitative part, a survey was administrated with students and professionals from Europeans universities in France, England, Ireland, and German, in order to know how can Brazilian image affect their attitudes concerning Brazilian beef. This study could conclude that beliefs about countries could be different according the perceived similarity between the respondent country and the analyzed nation, as well as demographic factors, such as place of residence, gender and age. These factors can also moderate the country of origin effect. It also possible to conclude that the aspects related to the communication, distribution and differentiation of Brazilian products receive the worst evaluation from the consumers that had participate of the survey, which means the necessity of improve the investments from the Government and the private sector in this area. Therefore, seems to be very important to give emphasis in theses campaigns, in aspects related with arts, festivity and the friendliness of Brazilian people, dimensions very well evaluated by the respondents. The total of respondents present, in a general way, a neutral evaluation about Brazilian image and the influence of this on the attitude concerning Brazilian beef was not expressive. It is possible to conclude that the country of origin effect, despite of positive, was inexpressive. Analyzing groups separately, it is possible to affirm that the country of origin effect were different between ages, gender and country of residence. It is also different according the level of enrollment and familiarity with Brazilian beef, and between the levels of Knowledge of Brazil. Concerning the limitations from the study, the target population do not achieve others important markets with them Brazil has commercial relations; such as another European countries, Asian countries, USA, even others segments of European consumers. With the results of this study, it was possible to go forward in the state of art in the research about country image and also help marketing professionals and theorist in order to better manage the country of origin as marketing tool.

全球各地出現許多警訊，顯示我們已經進入氣候變遷的年代。台灣近五十年來經濟快速成長，國民所得大幅提高，但在追求經濟高速成長的過程中，卻忽略了環境的保護，使這美麗之島環境迭遭污染，自然生態也被嚴重破壞。1992年聯合國於巴西召開「聯合國環境及發展會議」，通過「21世紀議程(Agenda 21)」，並於第四章「改變消費形態」中提出「促進減少環境壓力和符合人類基本需要的消費和生產形態」，認為要達到環境素質和永續發展的目標，就需要提升生產效率和改變消費形態，以便最妥善地利用資源和盡量減少浪費。而綠色消費的觀念，正是改變消費模式，以降低天然資源、毒性物質之使用及污染物排放，其目的在追求更佳之生活品質並不影響後代子孫的權益。 本研究主要探討新北市環保志工環境意識、消費態度與綠色消費之關聯，根據研究目的，並經由文獻探討、問卷調查及深度訪談的綜合分析，來瞭解環保志工對於綠色消費之態度與環保標章產品購買意願。 本研究發現：環境意識與綠色消費具有顯著正相關，消費態度與綠色消費具有顯著正相關。環保志工的環境意識及對環境的敏感度都高於一般民眾，尤其女性志工因心思細膩，所以環境敏感度更優於男性。本研究最後在政策執行層面提出了短、中、長程的建議，提供政府機關參考。 關鍵字：環境意識、消費態度、綠色消費、環保志工 / A lot of alarm signals have shown globally that we are entering an age of climate changing. Taiwan has experienced a rapid economic growth and a significant increasing of average income in recent fifty years. But at the same time, the high speed development in economic growth was achieved at the expense of environmental damage. This beautiful island has been polluted and nature environment has been seriously destroyed. In 1992, the United Nations held UN Conference on Environment and Development (UNCED) in Rio de Janeiro, Brazil. During this conference, Agenda 21 has been passed with regards to sustainable development. In Chapter four, Changing Consumption Patterns, one of the objectives is “[t]o promote patterns of consumption and production that reduce environmental stress and will meet the basic needs of humanity.” Under such a guideline, it is stated that to achieve environmental protection and sustainable development, all nations should be devoted in increasing production efficiency and changing consumption patters, so that all resources can be used appropriately and decrease over-consumption. The notion of green consumption is to change consumption patterns to decrease the over-consumption of natural resource and toxic material, and the emission of polluted material. It aims to achieve a better life quality without damaging the rights of our off-springs. This research focused on the relationship between environmental consciousness, consumer attitude and green consumption of environmental volunteers in New Taipei City. Based on research objective, this research used literature review, questionnaire, and in-depth interview to understand consumer behavior of environmental volunteers in green consumption and green mark products. The findings of this research includes that environmental consciousness is positively related to green consumption. Comparing to common population, environmental volunteers have higher grades in environmental consciousness and sensitivity upon environments. Female volunteers were found to be more sensitive than male ones in such issues owning to their tenderness. The last chapter of this research provides short, medium, and long term operational suggestions for government administration. Keywords: Environmental consciousness, Consumer attitude, Green consumption, Environmental volunteers