| dc.description.abstract | Since the dawn of human being, nature has always been an important part of human lives. Awareness of consumers’ environmental concern creates many opportunities for the development of green products. Lately, the research issues of green marketing, profiling of green consumers, and eco-labeling have been emphasized a lot (Arminda M. et al., 2009; Derek W. et al., 2009; Paromita, 2008; Mohamed, 2009). The objective of this study was to explore the profile of green consumers, confirm their purchase intentions, and consumers’ willingness to pay. Convenience sampling method was used to perform the questionnaire survey which is based on hybrid electric vehicle (HEV), and participants in this study are EMBA students and office workers study in National Central University.
The results were as follows: First, the four levels of green consumers were identified as true greens, light greens, potential greens and basic browns. Also, the price premium they are willing to pay was significantly different. Second, consumers who were more concerned and knowledgeable about the environment tended to have more positive attitudes toward green products and, in turn, a stronger intention to purchase green products. Additionally, consumers who were more concerned about the environment tended put more importance on eco-labels. Third, the more positive attitudes towards green products consumers had and the more customers performed their ecological conservation behavior, the higher the likelihood that they were willing to pay a mark-up for green products.
This study is valuable for enterprises to understand the profile of green consumers in Taiwan. Also, those firms who have targeted true green and light green consumers should take advantage of the countless opportunities with environmental consumerism for their acceptance of 5% to 10% price more than original price of green products.
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