碩士 / 東海大學 / 企業管理學系碩士班 / 100 / In twenty-first century, it brings us to Green Consuming Age and Green Consuming are becoming more emphasized. In the future, Product Design with Environmental Protection has to been considered. Green Product and its marketing will be further important trend to many corporations. The interaction between the business and consumers should be continuing to raise Green Product to higher qualities.
Green Consuming has existed in the retail industries since 1971. The retail industries not only choose Green Products from industries to market but also can teach positively Green Consuming Behavior. Department Store in Taiwan takes the most part of total revenues in the retail industries every year because of its stable developing, targeted marketing pathways, advantage of consumer groups, shopping environment, face to face selling model. Therefore, Green Product in Department Store has been worth to study deeply and specifically.
Detergent has been often contacted with living in the house and most of them contain petrochemical surfactants and wide ranges of chemical materials. However, as Green Consciousness growing up, Consumers should be careful and active to select cleaning products. Moreover, Companies have to take the advantages of comparing the differences between products in Department Store and in other selling places to understand the reason which Green Consumers consider to purchase. Also, that can help companies to gain more of competitions. Our study takes HOMEWORKING of APEXCRAFT company as an example to focus on its Green Product promoted in Department Store. We look forward to realize the practical marketing pathways and efficient strategies in selling Green Product. At the same time, we can analyze Demand and Purchase Intention of Green Consumer on Green Product in Department Store according to their Green Consuming Behavior.
Product Attitude could affect Purchase Intention. When consumers need Green Product, Purchase Intention of Consumer would be naturally created. Nevertheless, there is no effective study related to Green Product and Department Store in our country. As a result, our study took Factual Questionnaire Survey to determine the specific green consumers in nine branches of HOMEWORKING of APEXCRAFT company in different department stores and got 300 questionnaires returned. Main methods we used to analyze the data are Person’s Correlation and Simple Regression. Following are the results integrated by our data.
1. The data of relation analyzing between Green Consuming Behavior and Product Attitude of Green Consumer in Department Store is significant.
2. The data of relation analyzing between Green Consuming Behavior and Purchase Intention of Green Consumer in Department Store is significant.
3. The data of Regression analyzing between Product Attitude and Purchase Intention of Green Consumer in Department Store is significant.
| Identifer | oai:union.ndltd.org:TW/100THU00121011 |
| Date | January 2012 |
| Creators | Tsai, Chin-Hsing, 蔡進興 |
| Contributors | Wang, Ben-Jeng, 王本正 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 123 |
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