The Impact of Religiosity, Altruism and Subjective Norm on Consummers’Purchase Intention of Green Products
Date Issued
2009
Date
2009
Author(s)
Chen, Chun-Yu
Abstract
“Green” has been a trend for several years. Many countries have issued regulations to control the impact caused by consumers and companies, and so did Taiwan. Nowadays, not only government but also consumers have more and more awareness about environment. Thus, green consumption and green marketing are gradually prevailed among business area.This study examines the influence of various cultural and psychological factors, including religiosity and altruism, which have been less discussed in MBA thesises on attitudes toward green purchase intention. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a questionnaire survey. Then, the method of structural equation modeling was employed to confirm the fitness of the research model and the cause-effect relationships among the variables.The results confirm the influence of the subject’s religiosity and altruism on their attitudes toward green consumption. Finally, the managerial implications of adopting environmentally-based marketing programs and concerns relevant to future research in this area are also addressed.
Subjects
Religiosity
Altruism
Green Marketing
Green Products
LISREL
Type
thesis
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