The research analysis of the green label's impact on the consumer purchase behavior
Xu, Yan (2013)
Xu, Yan
Turun ammattikorkeakoulu
2013
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013053011876
https://urn.fi/URN:NBN:fi:amk-2013053011876
Tiivistelmä
Nowadays, environmental protection has drawn more and more people’s attention. Therefore, many companies take Green Marketing as an important marketing strategy in order to sustain their own advantages in the fiercely competitive market environment. They take use of environmentally protective advertisements, eco-brand and eco-label to remind people’s perception and awareness of green products, make it easier to define the attributes and characteristics of green products, and then consequently attract large number of customers to purchase green products. In theory, green marketing is a hot topic in academic research. This paper concentrates on the topic about the influence of green marketing strategies on purchase behavior. A survey has been done that concentrates on consumers’ perception process on the green label, aiming at studying the effects of green label brings on purchase behaviors.
I will read a lot of books on green marketing and consumer behavior, and find related materials to analyze. It’s important to define the concept of green label and understand how consumers’ psychological perception process goes. It may be helpful to construct a theoretical model about the influence of green label on purchase behavior. In order to discuss about these issues, I designed a survey questionnaire to analyze the influencing factors such as the awareness of green label, the knowledge of green label, the preference of green label and the trust of green label. Finally, I gained the data through the questionnaire collection and analysis the data by SPSS, use correlation to test the assumptions.
The results basically show that consumers’ trust of the green label has a positive correlation with their purchase behavior. It indicates that the trust is one of the most important driving forces to encourage consumers to promote purchase behavior. The further conclusions still need to be organized, but it will surely have some inspiration on the companies’ green marketing practice. It seems to be a general trend to improve consumers’ awareness of green products and popularize the green label in a variety of ways. In addition, the personal interests and social benefits by using green label products are obvious.
I will read a lot of books on green marketing and consumer behavior, and find related materials to analyze. It’s important to define the concept of green label and understand how consumers’ psychological perception process goes. It may be helpful to construct a theoretical model about the influence of green label on purchase behavior. In order to discuss about these issues, I designed a survey questionnaire to analyze the influencing factors such as the awareness of green label, the knowledge of green label, the preference of green label and the trust of green label. Finally, I gained the data through the questionnaire collection and analysis the data by SPSS, use correlation to test the assumptions.
The results basically show that consumers’ trust of the green label has a positive correlation with their purchase behavior. It indicates that the trust is one of the most important driving forces to encourage consumers to promote purchase behavior. The further conclusions still need to be organized, but it will surely have some inspiration on the companies’ green marketing practice. It seems to be a general trend to improve consumers’ awareness of green products and popularize the green label in a variety of ways. In addition, the personal interests and social benefits by using green label products are obvious.