臺灣博碩士論文加值系統

Mankind has always strived for a better future, where we can also leave an environment to our future generation. This Thesis was written in hopes that we can understand more about what consumers need and want in leading trends. It is given that big brand companies are seeking ways to improve their products so as to do less harm on the environment and human health. When consumers hear or think about purchasing “Green” products how are they affected in their purchasing decision, and if they care about how products have an impact on their bodies and environment. In order to understand what consumers think and react to the word “Green” is the main purpose of this study. Given not every consumer has the same thought when they purchase a certain product, but we all have a certain understanding when we want to improve our own lives. Whether it be Health or Environment we have to think about how our actions now will pay a toll on the future and if we are leaving a future for the next generation. In this paper we discuss with a Focus group on what exactly they understand about green products and what they aim for when purchasing these products, then we break down our findings to conclude about what young adults who are starting new families think of most when they purchase these “Green” products. After that we broke down our findings and review about what consumers in Taiwan thoughts are on this matter. What we discovered from the consumers that we interviewed was that consumers in Taiwan who purchase green products are influenced by four major factors. Two of these factors are the main goal are health and environment which play the biggest part, while the other two factors that are price and brand have are a secondary influencing factor when consumers purchase theses “green” products. Consumers in Taiwan also mentioned that even though they personally know about “green” products, the government has not been striving and pushing towards a cleaner living and promoting this as much as they could be.

Abstract i
Acknowledgments ii
Contents iii
List of Figures v
List of Tables vi
Chapter 1 - Introduction 1
1.1 Background of Study 1
1.2 Research Problem 2
1.3 Research Purpose 3
Chapter 2 – Literature Review 4
2.1 “Green products” 4
2.2 Green consumption 7
2.3 Going Green 9
2.4 Changing Consumer Behavior 10
2.5 Pricing of Green products 11
2.6 Organic Stores 13
2.7 Sustainable Packaging 15
Chapter 3 – Research Methodology 17
3.1 Type of Research 17
3.2 Methodology 17
3.3 Expected Result 18
3.4 Research Questions 19
Chapter 4 – Research Results 20
4.1 Research Subjects 21
4.2 Health 22
4.3 Environment 24
4.4 Other influencing factors 25
Chapter 5 - Research Conclusion 29
5.1 Conclusion 29
5.2 Research Limitations and suggestions 31
References 32
Appendix 1 36

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