Measuring Attitudes Towards ‘ Green ’ Products: A Study of University Students in Taiwan

1. 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. 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. Hypotheses 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% 20-29 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. 41 - mean score = 5.7/7 • EK - no. 41 - mean score = 2.56/5 • High - no. 21 - mean = 5.71/7 AGP • Low - no. 20 - mean = 5.70/7 AGP • EA mean score = 3.86/5 • High - no. 22 - mean = 6.17/7 AGP • Low - no. 19 - 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.