Determinants of consumers' purchase behaviour towards green brands

Abstract

This study applies perceived risk theory to explore the factors that influence consumers’ purchase behaviour towards green brands, including green perceived quality, green perceived value, green perceived risk, information costs saved, and purchase intentions towards green brands. This study focuses on consumers who have the experience of purchasing products from green brands in the food and restaurant service industry in Taiwan. The results of this study show that purchase intentions are positively associated with purchase behaviour. Moreover, the study demonstrates that purchase intentions mediate the impacts of green perceived quality, green perceived value, information costs saved, and green perceived risk on purchase behaviour. Specifically, green perceived risk is negatively influenced by green perceived value and information costs saved and functions as a mediator among green perceived value, information costs saved, and purchase intentions. The study has critical implications for green brand researchers and practitioners.本研究應用知覺風險理論來探討影響消費者購買綠色品牌的因素，包含 ： 綠色知覺品質、綠色知覺價值、綠色知覺風險、節省的資訊成本及綠色品牌的購買意圖。本研究的調查對象為台灣餐飲服務業中綠色品牌的消費者。研究的結果顯示 ： 購買意圖對於購買行為有正向的影響；除此，購買意圖中介綠色知覺品質、綠色知覺價值、節省的資訊成本、綠色知覺風險對於購買行為的影響；特別的是，綠色知覺價值及節省的資訊成本對於綠色知覺風險有負向的影響，而綠色知覺風險在綠色知覺價值、節省的資訊成本、購買意圖的關係中，扮演著中介的角色。本研究對於綠色品牌研究者及實務工作者有重要的參考價值。