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|Type of Document
||Green or Not? Influence of Organization Type and|
Consumer Participation on Green Product Evaluation
|Date of Defense
||As the environmental consciousness rises among consumers, green products have become popular. Based on green consumption studies, we develop two studies to examine how consumer evaluation toward a green product (compared with a regular product) may be different subject to organization type (nonprofits vs. for-profits vs. co-branding of for an alliance between a for-profits and a nonprofits organization) or consumer participation level (no engagement vs. low engagement vs. high engagement). Three dependent measures including product effectiveness, brand attitude, and purchase intention are used. |
The results of Study 1 indicate that compared with a regular product, a green product manufactured by a for-profits organization is evaluated to be less favorable. Opposite results are found: compared with the regular product, the green product manufactured by a nonprofits organization is evaluated to be more favorable. No such differences are found when a co-brand provided by a for-profits and nonprofits organization is launched. Inferred motive mediates the interaction mentioned above.
The results of Study 2 show that, compared with a regular product, a green product with low consumer engagement is evaluated to be less favorable. On the other hand, a green product with high consumer engagement is evaluated similarly from a regular product. Perceived control mediates the interaction mentioned above.
||Yu-Chi Wu - chair|
Hsiao-Ching Lee - co-chair
Chun-Tuan Chang - advisor
indicate access worldwide|
|Date of Submission