EMPIRICAL STUDY ON THE EFFECT OF GREEN PRODUCT DESIGN ON ENVIRONMENTAL TRUST AND PURCHASE INTENTION

The idea of environmental protection is gradually emphasised globally. Various nations propose international conferences for issues related to earth rescue with environmental improvement and promote the concerns about natural environment and environmental protection to human life and human development. Enterprises play critical roles in the practice of sustainable and environmental production during the rapidly economic growth in the world. Environmental sustainability is closely related to the development of enterprises. Nevertheless, there are still lots of continuously worsening problems in global ecological environment. The practice of sustainable development, operation, and management of an enterprise is a complicated issue; however, it is not simply the responsibility of an enterprise, but consumers should also take the responsibility. Aiming at consumers in Kaohsiung City, Taiwan, as the research objects, total 400 copies of questionnaire are distributed, and 289 valid copies are retrieved, with a retrieval rate 72%. According to the results to propose suggestions, it is expected to provide the industrial and academic reference value for businesses applying green product design to brand management and the application of marketing strategies in the future.