| dc.description.abstract | As governmental agencies, enterprises, and consumers became aware of environmental issues such as global warming and the rising of sea level, the importance of environmental protection had been receiving increasing attention over time. In recent years, a wide variety of green products have become available, ranging from daily necessities to computer products. However, despite the attempts to introducing green products to the market, the market share of green product remained low. Therefore, understanding how to apply marketing strategies to influence customer’s intent to purchase had become an important topic for the enterprises.
The conceptual structures and hypotheses of this study were based on literature reviews on green products. It was primarily discussing the attributes of functional risk and the environmental information to the consumer’s intent to purchase green products. The concept of functional risk was derived from perception risk, and included performance, physical and financial risk. Environmental information meant the information the green product provided “about the environmental impacts associated with the production or use of a product”. On the other hand, this study also discussed whether the personality and social attitude of consumers influence their intent to purchase intent, with environmental concerns and social values as variables in this study. Environmental concern refers to the attitude toward environmental protection both cognitively and emotionally, while social value referring to the perceived utility derived from an alternative association with one or more specific social groups.
The subjects in this study were selected from the EMBA class in National Central University, 240 paper questionnaires were distributed, and 217 effective questionnaires were returned. Research findings are as follows：(1) Consumer’s intent to purchase is effectively stimulated when positive information are provided by green products intent. (2) Consumer’s intent to purchase is effectively increased, when green products is presented to be low on functional risk. (3) The level of environmental concern of consumer applies, positive influence on their intent to purchase intent. (4) With green products recognized with high social value, consumer’s intent purchase is stimulated intent. (5) Green products providing positive environmental information stimulates consumer’s intent to purchase high functional risk product are raised. (6) Positive environmental information moderates the relationship between environmental concern, social value and the intent to purchase.
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