英文摘要 |
This study integrates environmental behavior theory and consumer purchase decision framework to propose a research model and to explore: 1 current status of awareness of consumer toward two eco-labels (i.e., Taiwan Green Mark and Taiwan Carbon Label); 2 the determinants of green production consumption intentions; 3 the moderating effect of eco-label toward green product consumption intentions. A survey research methodology is utilized to collect a validate sample of 408 respondents. Among this sample, 358 of them have seen Taiwan Green Mark. Further regression analysis of this subsample (N=358) finds: 1. Taiwan consumers have differential awareness toward those two eco-labels; 2. the attitude toward environmental behavior is a positive determinant of both green product purchase and recommendation intentions; 3. consumer’s cognition of eco-label positively moderates the relationship between the attitude toward environmental behavior and green product recommendation intention. |