3. 環保經驗確實會影響消費者對綠色環保洗髮精的態度、及其在購買綠色環保洗髮精所知覺之行為控制以及購買意圖的發生。 Shampoos are a necessity of daily life. With the rising of “Lohas”, green consumption has gradually become the mainstream in the market. Major shampoo companies have developed organic, green, eco-friendly shampoos to grasp the market. The purpose of this study is to understand the precedents of consumers’ buying intention of green shampoos in order to provide insights to shampoo companies seeking to become leaders in the green shampoo market.
Grounded in the Theory of Planned Behavior (TPB), this study investigates the influence of attitude, subjective norm, and perceived behavioral control on customers’ green shampoo buying intentions. This study expanded the TPB model by including “environmental knowledge” and “environmental experiences of using green products.”
Data were collected from pen-and-pencil and online surveys. Structural Equation Modeling (SEM) was utilized for data analysis. SPSS 18.0 and LISREL 8.7 were employed as the data analysis software.
The major findings were summarized as follows:
1. Attitude, subjective norm, and perceived behavioral control had an impact on customers’ green shampoo buying intentions.
2. Environmental knowledge had an impact on attitude and perceived behavioral control.
3. Environmental experiences of green products had an impact on customers’ attitude, perceived behavioral control, and green shampoo purchase intention.