ASIA unversity:Item 310904400/12608
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    题名: The Relationship among Green Consumer Behavior Cognition,Green Marketing, Coporate Image and Purchase Intention
    作者: Li, Mei-Man
    贡献者: Department of International Business
    Chun-Chen Huang
    关键词: Green Consumer Behavior Cognetion;Green Marketing;Coporate Image;Purchase Intention
    日期: 2012
    上传时间: 2012-11-18 08:51:07 (UTC+0)
    出版者: Asia University
    摘要: AbstractRecently ,due to the Earth，s environmental changes ,climate anomalies ,the consumers pay more attention to the issues of environmental protection, and focus on implementation of carbon reduction ,Green Consumption ,Green Marketing topics have emerged , then consumer，s consumption patterns also changed .The research aims to explore the relationship among Green Consumer Behavior Cognetion ,Green Marketing,coporate image and Purchase Intention ,and looks forward to the empirical results of the research for the marketing strategy in industry reference. The research is divided into four groups : Green Consumer Behavior Cognetion ,Green Marketing , Coporate Image and Purchase Intention .300 qustionaires were issued to consumers ,the investigation is based on convenience sampling method ,and 291 effective questionnaires were collected , comprising the effective return rate of 97%..The empirical results show that statistical analysis by SPSS 12.0 computer software:1. Green Consumer Behavior Cognetion has a positive influence on Green Marketing.2 .Green Marketing has a positive influence on Corporate Image.3. Green Marketing has a positive influence on Consumer Purchase Intention.4. Corporate Image has a positive influence on Consumer Purchase Intention.5. Corporate Image has a mediating efffect between Green Marketing and Consumer Purchase Intention . Finally ,the research proposes marketing and govement to promote the recommendations of the industry, and hope that all contributions academia and the business community.Key words: Green Consumer Behavior Cognetion ,Green Marketing , Coporate Image ,Purchase Intention
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