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碳标签标示对消费者绿色购买意愿之影响：碳标签 - 台湾行销科学学会
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DOI: 10.3966/ 18166601201404 1001001
碳標籤標示對消費者綠色購買意願之影響：碳
標籤有用嗎？
The Effectiveness of Carbon Labeling on Green Purchasing Intention:
Does the Carbon Labeling Matter?
Wen-Kuei Wu
Chi-Cha Ho
328
Abstract
This study aims to investigate the impacts of the carbon labeling
knowledge, the cognitive of carbon labeling, environmental attitude and
involvement on purchasing intensions of carbon labeling products. Most
of studies just aimed to investigate the concepts and attitudes about car-
bon labeling among consumers. Unlike previous research, by conducting
two experiments to investigate 328 university students in the middle of
Taiwan, our study demonstrates that the environmental consciousness,
knowledge and cognitive of carbon labeling and product involvement all
exert a significant effect on the purchasing intensions of carbon labeling
products. Our study also sets a future research agenda and provides some
direct practical implications.
Keywords
Carbon Label, Label, Environmental Attitude, Green Marketing
1
Taiwan Journal of Marketing Science Vol. 10, No. 1, pp.116
TJMS
1.
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