隨著經濟的高度成長，伴隨而來的是環境污染問題的日趨嚴重，從垃圾處理問題、地球暖化到核污染的議題不斷，促使民眾的環保意識興起，清潔用品廠商亦推出以環保為訴求的綠色產品。本研究以消費者對綠色概念清潔用品的購買意願為研究的主軸，並實證品牌形象、知覺價格與綠色產品屬性對綠色概念清潔用品購買意願的影響程度。本研究以問卷調查法來蒐集資料，採用AMOS 16.0統計軟體進行資料分析，使用方法包括：信度分析、效度分析、敘述統計與路徑分析等。研究結果發現，品牌形象、知覺價格與綠色產品屬性皆對綠色概念清潔用品的購買意願有顯著正向影響。 Along with economical high growth, the environmental pollution is more serious. There are many subjects include the garbage question, global warming and nuclear pollution, make people's eco-awareness increase. Manufacturers of detergent products also promote environmentally friendly green products. The main purpose of this research is to investigate the purchase intention of green detergent products. This study focused on the effects of brand image, perceived price and green products attributes to purchase intention of green detergent products. Our research uses AMOS 16.0 to analyze data. These methods include reliability analysis, validity analysis, descriptive statistics and path analysis. Our research found that brand image, perceived price and green products attributeall positive influence purchase intention of green detergentproducts.
