Kevin M. Beyer National Chiao Tung University Measuring Attitudes Towards ‘Green’ Products: A Study of University Students in Taiwan Kevin M. Beyer National Chiao Tung University

Literature Review Key literature proposed to answer the reasons consumers act in an eco-friendly way. Eco-friendly, green, environmentally friendly products are defined as; those goods whose claim to greeness lies in the reduction of the actual or potential harm they cause to society or the environment. The Theory of Planned Behavior has been found to be a reliable measurement tool for explaining consumers’ green purchasing behavior.

Model Used for Reference; Value Attitude Behavior

Application of the Model Certain variables influence consumers’ attitudes towards a specific item or action > attitudes influence consumers’ intention to perform a specific action > intention influences consumers’ behavior to perform the specific task Attitudes Towards Green Purchases (AGP) are associated with Green Purchase Behavior (GPB).

Application of the Model Ecological knowledge, knowledge of the facts about environmental issues, has a moderate influence on GPB, but may influence AGP. Ecological affect, individuals emotional attachment to ecological issues, has a positive relationship with GPB In this study EA/EK > positive AGP > GPI > GPB

Research Questions What factors influence consumers’ attitudes towards purchase an eco-friendly product? Does a consumer ecological knowledge influence their attitudes towards purchasing green products? Does a consumer’s ecological affect influence their attitudes towards purchasing green products?

Hypotheses Ecological Affect H1: High EA will have no greater influence on AGP than low EA. Ecological Knowledge H2: High EK will have no greater influence on AGP than low EK. H3: EA will have a stronger Influence on AGP than EK.

Methodology: Model Used for this Study

Methodology Sample: consisting of students enrolled in classes offered in English at NCTU and NTHU in Hsinchu, Taiwan. 41 respondents 71% 20-29 years old 51% male, 49% female 83% university graduates Survey instrument was developed in English and included 4 parts: Sample information (age, sex, education level) AGP - 3 seven point semantic-differential scales EK - 5 multiple choice questions EA - 5 five point semantic-differential scales.

Sample Split and Size Participants were divided into high and low EA and high and low EK in two ways: EA was divided using a median split method (scores between 4-5/5 were deemed high and scores below 4 deemed low). High EA (hEA) contained 21 participants while low (lEA)contained 20. EK was divided based on a simple pass/fail method (scores of 3-5/5 were deemed high and scores below 2 deemed low). High EK (hEK) contained 22 participants while low (lEK) contained 19. A two tailed t-Test assuming unequal variences was applied to hEK/lEK and the same t-Test was applied to hEA and lEA but it assumed equal variances.

Descriptive Statistics AGP - no. 41 - mean score = 5.7/7 EK - no. 41 - mean score = 2.56/5 High - no. 21 - mean = 5.71/7 AGP Low - no. 20 - mean = 5.70/7 AGP EA mean score = 3.86/5 High - no. 22 - mean = 6.17/7 AGP Low - no. 19 - mean = 5.20/7 AGP

Results and Conclusions The descriptive statistics seemed to show that there was a difference between the means on the hEA and lEA, but not the hEK and lEK. The H0 could not be rejected for EK as there was no significant difference. P<0.05 The H0 was rejected for EA. hEA has a significantly greater influence on positive AGP than lEA.

Future Research Future research: complete the study incorporating the full model Add the variables to include government regulation Do a cross group comparison between Taiwan and Canadian consumers Both living in Taiwan and Canada.