A Study on the Relationship between Adolescents’ Green Marketing Perception and Green Consumption Attitude
Chih-Yin Chen Tsung-Li Wu Abstract
The purposes of this study are to investigate Pingtung County adolescents’ green marketing perception and green consumption attitude and explore the relationship between them. Adopting the questionnaire survey, this paper firstly conducts the literature analysis to extract the theoretical conceptions of green marketing perception and green consumption attitude to draw up the questionnaire of Survey on Pingtung
County Adolescents’ Green Marketing Perception and Green Consumption Attitude,
so as to have the idea of the current situation , differences and relationship between Pingtung County adolescents’ green marketing perception and their green consumption attitude. The subjects investigated are Pingtung County adolescents with a total number of 490. 484 questionnaires are returned and valid. According to the statistical analysis, the study results are as follows:
1. Adolescents’ green marketing perception is generally good, and more positive in the aspect of path ; their green consumption attitude is positive as well, and more positive in the aspect of reduce.
2. "Media" is the most important source for adolescents’ green marketing information, and the most important factor to affect their green consumption attitude as well. 3. The more positive adolescents’ green marketing perception is, the more positive
their green consumption attitude is.
4. Adolescents’ green marketing promotion perception can effectively explain their green consumption attitude most.
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