1. 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

2. 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.

3. Model Used for Reference; Value Attitude Behavior

4. 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).

5. 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

6. 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?

7. 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.

8. Methodology: Model Used for this Study

9. Methodology
Sample: consisting of students enrolled in classes offered in English at NCTU and NTHU in Hsinchu, Taiwan.
41 respondents
71% 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.

10. 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.

11. Descriptive Statistics
AGP - no mean score = 5.7/7
EK - no mean score = 2.56/5
High - no mean = 5.71/7 AGP
Low - no mean = 5.70/7 AGP
EA mean score = 3.86/5
High - no mean = 6.17/7 AGP
Low - no mean = 5.20/7 AGP

12. 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.

13. 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.