Motivation Affecting Consumers' Buying Behaviors of Green Products

This piece of research puts an interest in the study of motives affecting consumers' buying behaviors of green products in order to examine whether the consumers have motives affecting consumers' buying behaviors of green products in one way or another. The purposes of this research are: (1) to study the demographic characteristics in terms of gender, age, educational level and average income per month which have impacts buying behaviors of green products of the consumers; (2) to study the relationship of the motives on the green products which have impacts buying behaviors of green products of the consumers. Results of this research indicated that the respondents had overall inspiration in high level. The hypotheses testing results of this study showed some evidences, as followed: sex independent variables were found that different genders led to different green products purchasing behavior and picking green product in spite of the availability of the same kind of products. In contrast, different genders led to green products recommendation behavior, which did not conform statistically. Four independent variables such as gender, age, educational level and income per month did not conform statistically. However, the results also revealed that the relationships between motives in green products include the rational inspiration and the emotional inspirations were relative to the green products purchasing trend.