| Abstract: | Along with technical progress and economical prosperous, but the Earth's ecological environment is exposed the enormous impact. How can obtains balanced in the economic development and under the environment care contradiction, is an important topic. Because in the market green product is opposite in the common product price is higher. When people purchased the decision-making, What type does the environmental protection manner have to the consumer psychology the influence, It’s the motive for this research. This research by domestic B&Q quantity sells consumer of the shop for the object of observation. And use constructions and so on perceived price, perceived quality, perceived sacrifice, perceived value, purchase wish, environmental protection manner construct the structural equation pattern. And use on perceived price, perceived quality, perceived sacrifice, perceived value, purchase wish, environmental protection manner construct the structural equation pattern, A structural equation model (SEM) software is employed to test the hypotheses deduced from literature review.
This research recycling sample altogether 323, the analysis result confirmed after the model and the sample do not have the difference, thought that the following explanation has the explanation strength. This research discovery, the environmental protection manner correspondence perceived value, perceived quality and perceived sacrifice all have the influence, And the month income has the disturbance effect regarding between perceived value and the purchase wish. Expressed that consumer's month income, will affect the consumer regarding the green product perceived value, then affects consumer's purchase wish. |
