The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies
學年 108
學期 2
出版（發表）日期 2020-07-24
作品名稱 The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies
作品名稱（其他語言）
著者 H.T. Liu; R.C. Tsaur
單位
出版者
著錄名稱、卷期、頁數 Sustainability 12(15), 5979 (15 pages)
摘要 Smartphones have become indispensable for human beings today. However, with mobile phone manufacturers updating existing models or launching new models every year, consumers tend to keep replacing their phones with the latest versions, resulting in an excessive waste of resources. These days, most governments worldwide emphasize energy conservation and carbon reduction. If pre-owned smartphones are refurbished or repaired, the excessive waste of resources can be reduced. Such recycling can positively enhance corporate image, while ensuring that consumer needs are met. Thus, to explore consumers’ willingness to purchase such “green” smartphones, this study uses the theory of reasoned action (TRA) to explore consumers’ purchase intentions and understand how brand equity, green marketing, as well as consumer’s green awareness and attitude influence this intention. This research also investigates the role of government subsidies as a moderator affecting consumers’ willingness to purchase green smartphones. The results indicate that, in general, consumers are willing to purchase green smartphones, the direct effect of brand equity on purchase intention is significant, and government subsidies have significant moderating effects. Therefore, it is recommended that the government cooperate with enterprises. The cooperation can be aimed at promoting green products as well as subsidizing consumers, to increase their willingness to purchase green smartphones.
關鍵字 green marketing;green awareness;TRA;government subsidies
語言 en
ISSN 2071-1050
期刊性質 國外
收錄於 SCI
產學合作
通訊作者
審稿制度 否
國別 CHE
公開徵稿
出版型式 ,電子版
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