Environmental Perception, Ethical Consumer Behavior, and Price Sensitivity: Impact on Using Intention of Eco-Friendly Products
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Purpose – This study aims to identify the effect of corporateeco-friendly marketing, which focuses on corporate social re-sponsibility, on the environment, natural preservation and pro-tection, and environmental concern among consumers. Research design, data, and methodology – A total of 92 validquestionnaires were used for analysis. A structured model wasestablished and a 3-step mediated regression test was em-ployed to see how consumers’ perception of ethical consumerbehavior and price sensitivity are influential in relation to the im-pact of consumer's perception of eco-friendliness on the usingintention in relation to eco-friendly products. Results – Three factors of eco-friendly perception all have apositive impact on ethical consumer behavior, thus lowering theirprice sensitivity. In particular, it is found that environmentalknowledge and environmental concern are important to promoteethical consumer behavior. Conclusion – It is found that, to increase the using intentionof eco-friendly products, an enterprise should practice aneco-friendly marketing strategy, deliver eco-friendly related knowl-edge, and include contents to allow consumers to take an inter-est in the environment for effective performance of marketing.
Abstract
Purpose – This study aims to identify the effect of corporateeco-friendly marketing, which focuses on corporate social re-sponsibility, on the environment, natural preservation and pro-tection, and environmental concern among consumers. Research design, data, and methodology – A total of 92 validquestionnaires were used for analysis. A structured model wasestablished and a 3-step mediated regression test was em-ployed to see how consumers’ perception of ethical consumerbehavior and price sensitivity are influential in relation to the im-pact of consumer's perception of eco-friendliness on the usingintention in relation to eco-friendly products. Results – Three factors of eco-friendly perception all have apositive impact on ethical consumer behavior, thus lowering theirprice sensitivity. In particular, it is found that environmentalknowledge and environmental concern are important to promoteethical consumer behavior. Conclusion – It is found that, to increase the using intentionof eco-friendly products, an enterprise should practice aneco-friendly marketing strategy, deliver eco-friendly related knowl-edge, and include contents to allow consumers to take an inter-est in the environment for effective performance of marketing.
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