Limitations and future research directions

Chapter 6 Conclusions

6.2 Limitations and future research directions

Although this study provides insights into green products marketing research, there are still some limitations that should be considered in future studies. The first limitation is the category of green products in this study is limited to natural skin care products. The current results may only apply to purchase intention within this industry.

Second, the current findings may be influenced by the idiosyncratic features of the consumer sample through the self-report method we utilized. Therefore, the results may be biased, even though this study used reserved items for testing. Third, although this study took note of the respondents’ e-mail to avoid repeat-filling, if one respondent had two or more e-mail and fills the form in repeatedly, this would have

distorted the results. The fourth limitation is the population in this study was untouchable, so this study adopts purposive sampling and the sample size is limited, causing the representativeness of the sample to be lacking. Last, perhaps some consumers would like to purchase natural skin care products from these three brands, ORIGINS, L'OCCITANE, and DHC, not because of environmental consciousness, but because of the brand itself, thus, the result may be biased when being generalized to the wider population.

This study provides some directions for future research. First, researchers can consider various green products or industries other than natural skin care products to make the research results more comprehensive and increase the generalizability.

Second, future study can increase the sample size and expand the range of subjects to examine the results more completely and provide a wide spectrum of insights. Third, future research can compare the brands of green products with non-green brands to confirm whether consumers would purchase natural skin care products due to environmental consciousness or not. Last, future research can integrate other theories, such as involvement theory or consumption value theory to examine their combined effect on purchase intention, or contain the variable perceived usefulness, to analyze the effect of green product purchase intention.

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在文檔中綠色產品購買意願之研究:品牌知識、來源國形象與知覺品質的觀點 (頁 99-112)