世界各地的消費水平正在迅速成長。許多消費者發覺這個現象會對環境造成傷 害,所以正在改變他們的購買行為,以符合環保要求。這種行為是綠色營銷的根源。 至今已經有大量關於西方消費者對綠色產品的觀念和態度的研究,但幾乎沒有對東亞 消費者進行研究的學者。
本研究的主要目的是研究並比較西方人與亞洲華人對綠色產品的認知效果。研 究結果顯示,兩個族群之間有顯著的差異。本研究進一步探討兩種差異的來源:社會 氛圍的差異和固有的文化差異。分析結果顯示,與亞洲華人比起來,西方消費者往往 認為綠色產品更有效果,而各自國家的社會氛圍和固有的文化差異都跟回答者的認知 有關聯。

The level of consumption around the world is growing rapidly. Seeing how this can be deterimental to the environment, many people are changing their purchase behavior to meet the environmental requirements. This behavior brought about the creation of green marketing. There has been a lot of research on the perceptions and attitudes toward green products in the West, but almost no research to date on East Asian consumers.
The present research is an attempt to measure and compare the perceived effectiveness of green products for East Asian and Western consumers. Having confirmed that there are differences between the two groups, the research further examines two possible reasons for the discrepancy: differences in social atmosphere, and inherent cultural difference. The analysis of the results shows that Western consumers tend to perceive green products as more effective than East Asian consumers do, and both social atmosphere in their respective countries, and cultural differences between the East and the West have an impact on this perception.

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