教師資料查詢 | 類別: 期刊論文 | 教師: 曹銳勤 RUEY-CHYN TSAUR (瀏覽個人網頁)

標題:The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies
學年
學期
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
語言英文
ISSN2071-1050
期刊性質國外
收錄於SCI;SSCI;
產學合作
通訊作者
審稿制度
國別瑞士
公開徵稿
出版型式,電子版
相關連結
SDGs
  • 優質教育,尊嚴就業與經濟發展,產業創新與基礎設施
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