• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKIGoogle ScholarCrossref
    • Article Processing Charge (APC): 500 USD
    • E-mail: joebm.editor@gmail.com
JOEBM 2017 Vol.5(4): 160-167 ISSN: 2301-3567
DOI: 10.18178/joebm.2017.5.4.505

Consumer Behavior towards Green Products

Yi Chang Yang

Abstract— Due to the rise of environmental consciousness, consumers tend to pay more attention to the safety of personal care items and the products with an environmental benefit. Over the past years, both consumer awareness and consumer attitudes toward sustainable, or "green," brands have increased significantly. However, consumers’ action isn’t aligning with their intent. Furthermore, the influential factors of purchase intention for green products have rarely been discussed in prior researches. The aims of this study were to explore how brand knowledge influences consumers' perceptions and brand evaluation, and to identify the relative importance of different product features used by consumers when evaluating and choosing cosmetic brands. A survey has been conducted and 568 validated responses were collected. This research has revealed that brand knowledge is positively related to perceived quality. As expected, the results showed that there was a connection between perceived quality and purchase intention. Perceived quality acts as a linkage between brand knowledge and purchase intention. The country of origin conditionally moderates the relationships between brand knowledge and perceived quality. The results of current research have provided an insight into consumers’ perception and offer a more comprehensive understanding of the effect of brand knowledge on consumer attitudes towards green skincare products and product evaluation.

Index Terms— Brand knowledge, country of origin, green products, perceived quality, purchase intention.

Yi-Chang Yang is with Shih Chien University, Kaohsiung, Taiwan (e-mail: yang.yichang@gmail.com).


Cite: Yi Chang Yang, " Consumer Behavior towards Green Products," Journal of Economics, Business and Management vol. 5, no. 4, pp. 160-167, 2017.

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