| dc.description.abstract | Abstract
The impacts of global green wave, environmental consciousness from save energy to green trade and consumption. These every day decisions on practical environmental or ethical solutions often result in trade-offs between conflicting issues and result in a “motivational and practical complexity of green consumption”. When the perceived value of green product to consumer is better than traditional products, and then consumer would choose the green product. Consumer perceived value as a trade-off between outcome and input by customer in a supplier’s offering. This research is an attempt to investigate the positive variables that influence consumer’s perceived value in green consumption from personal expected outcome and switching cost aspect, as well as how two variable affect consumers perceived value of green product. Behavior is a function of many variables. In achievement settings some other important variables are skills, outcome expectations, and the perceived value of outcomes. This research is an attempt to investigate self-efficacy variables that influence consumer’s perceived. When consumers are evaluating a green product purchase, due to factors like lack of information, consider previous investments, they often have trouble adjusting their purchase behavior even though they agree with the concept of green consumption. Thus, this research also use switching cost to understand the negative variable that influence consumer’s perceived value. This research’s target respondents are potential green product consumers. 470 effective surveys were collected. The analysis is carried out by Structural Equation Modeling. The research has shown that high self-monitoring, self-preference and self-esteem will positively affect self-efficacy and then high self-efficacy will ill positively effect on perceived value. Transition cost, uncertain cost and sunk cost will ill positively affect switching cost. Switching cost will negative affect on perceived value. In conclusion, through proving the hypothesis, this research provides suggestions on marketing strategy in the future, in order to increase consumer’s willingness to purchase green product.
Keywords: Green consumption, Perceived value, Self-efficacy, Switching cost. | en_US |