Abstract
From two indicators of Carbon dioxide emissions and the annual average temperature, it seems that global warming becomes much worse than before, even in Taiwan. In order to slow down the speed of environmental deterioration, the government promotes eco-labeling application system to producing green goods in manufacturing and encouraging the green consumption in public. The purpose of this study is to identify the factors that could affect consumers purchasing or non-purchasing green products. Moreover, it surveys consumers’ knowledge of green products and collects opinions of subsidy policy for buying energy-saving household. The primary methods of this study include the scenario shopping system, semi-structured interview and questionnaire survey. To analyze what kind of factors which affect in consumer purchasing decision for green products by using scenario shopping system. Furthermore, interview is developed in order to obtain participants’ real-life experience in purchasing green products and their opinions of subsidy policy. The questionnaire is developed for surveying consumers’ concept of green product and find out the priority of influential factors for attracting consumers. The result shows that the acceptable price, reducing utility fee, government subsidy, and discount could attract consumer in purchasing green products. Therefore, the inferences of the top two influential factors are cost and benefits. Using green products will have some advantages to human health and environment is the secondary purchasing factor. High price is the primary cause of non-purchasing green goods. Other concerned non-purchasing factors including not familiar with existing choice of green product, unawareness of benefit from green product, brand, word of mouth and consumers’ characteristic. There are 80% supporters of energy-saving household policy because of providing the subsidy. The 10% is neutral and the other 10% blackball doubt the source of subsidy. In conclusion, the government and companies should cooperate. The government could provide subsidy or technological cooperation, so that would increase the supply of green products and phase out ordinary products. In addition, introduced green products under the collaboration between the government and producer could broaden green marketing and popularize the green knowledge. Although this research belongs to consumer behavior, it’s based on the concept of human factors. According to the result, understanding the influential factors of purchasing green product could be applied to formulate policy-making and plan products marketing. There is one way to increasing the possibility of consumers purchase green products which is by eliminating uninfluential factors and making influential purchasing-factors stronger.