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Abstract
With the popularization of knowledge, the consciousness of health and environmental protection concept are increasingly valued by the consumers. And green consumption is widely discussed in recent years. The purpose of this study is to understand the causal relationship among the college students on health consciousness, ecological affect with green production purchase, and the intermediary effect of ecological affect under the health consciousness and purchase intention. This study used the purposive sampling method to select the related students on seven colleges in Taiwan region. A total of 597 valid questionnaires were collected, and the study processed through structural equation modeling by reviewing the related theories from literatures. The study showed the overall fit is good among the relationship model of health consciousness, ecological affect, and purchase intention. Both the health consciousness and ecological affect indicated a significant positive effect on consumers' purchase intention. And health consciousness will be a significant positive effect on ecological affect. Ecological affect plays an intermediary role between health consciousness and purchase intention.
Keywords : Health Consciousness, Ecological Affect, Green Production, Purchase Intention
Introduction
Green Product is a produce of food following the laws of nature, in line with the natural ecological system, and meet the use of natural resources. (Lee & Zheng, 2004; Schubert & Kandampully, 2010). Green product market continued to increase in recent years in the global (Lockie, Lyons, Lawrence & Grice, 2004; Padel & Foster, 2005), the consumers' not only have multiple choices at the time of purchase and are increasingly concerned about energy consumption and other environmental issues (Crane, 2001; Akgüngör, Miran & Abay, 2010). Environmental concern is an important issue in the current social, with the goal to create a sustainable and healthy environment (Royne, Levy & Martinez, 201 1). The concept of green consumption application on eco-environmental protection and health are closely related to people's livelihood, should be an important development trend. Overall, the health of young people has been good. Will the perception of the health consciousness affect their purchase intention of green product and the ecological environment? Will their concern on the ecological environment affect their willingness to purchase the green product? These led to the study motivation of this article.
Green Product is a produce of food following the...