In recent years, the scenario of environmental destruction has turned more and more evident along with the facilitation of globalization. As indicated from a latest study of the States, if the mankind does not quickly make change in the coming forty years, the total of economic loss as of melting ice worldwide can reach as high as US$2.4 trillion to US$ trillion. In order to reduce the destruction to environment by mankind, green consumption has thus been facilitated; with the rise of green consumption, it has rendered most of the consumers to turn into the trend of purchasing green products. This study has based on the knowledge-attitude-behavior model put forth by Ramsey and Rickon (1997) as its theoretical foundation, with the addition of collectivism among green brand and sense of value and related literatures of altruism to develop the research of this study.
This study employs questionnaire survey, and has taken subjects of university students in central Taiwan for study, selecting the green brand “Starbucks” as its subject of study, with a total of 400 copies of valid questionnaires being collected. As learned from questionnaire results, it is found that: 1. collectivism of sense of value will render positive and prominent impact upon green brand; 2. collectivism of sense of value will render indirect impact upon behavior intention of green brand; 3. altruism of sense of value will render positive and prominent impact upon green attitude; 4. altruism of sense of value will render positive and prominent impact behavior intention of green brand; 5. consciousness of green brand will render positive and prominent impact upon attitude of green brand; 6. attitude of green brand will render positive and prominent impact upon behavior intention of green brand; 7. there is prominent impact of difference under diverse background and aspects.
