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Introduction
The public has increasingly noticed environmental issues by reason of the disastrous environmental pollution arisen from industrial manufacturing activities in the world ([10] Chen, 2011). Consequently, more firms are prone to accept environment protection as their social responsibility ([51] Peattie, 1995; [14] Dwyer, 2009; [35] Lee, 2009). Because environmental concern has quickly become a mainstream issue as a result of global warming nowadays, more forethoughtful companies would like to utilize green opportunities ([42] Molina-Azorín et al. , 2009; [23] Haden et al. , 2009). In the environmental era, firms pay more attention to green marketing in some industries, such as the information and electronics industry ([9] Chen, 2010). However, not all firms have enough capabilities to undertake green marketing strategies. If firms would like to adopt green marketing successfully, they should integrate the concept of green marketing into all aspects of routine marketing activities ([47] Ottman, 1992).
Firms should apply green marketing strategies to enhance perceived value of their products and reduce perceived risk of their products with respect to environmental consideration to raise their competitive advantage. As green products are more popular in the market, green marketing has become more prevalent nowadays. Green marketing activities involve developing, differentiating, pricing, and promoting products and services that satisfy customers' environmental needs without a hurtful influence on the environment. If companies would like to launch their green products, green marketing plays an important role in determining the number of sales made. Green marketing can not only provide a differentiation strategy by creating environmental needs, but also reshape marketing rules in the market. Since the public is more willing to purchase green products with sufficient trustworthy information, companies should provide reliable information for their consumers in order to reduce their customers' perceived risk ([50] Peattie, 1992). It is hard for marketers to convince their customers to purchase their products without providing enough information to their customers. Companies need to reveal more information about the environmental performance of their products to obtain the trust of their consumers.
There are five reasons for companies to adopt green marketing:
utilizing green opportunities;
increasing corporate images;
raising product value;
enhancing competitive advantages; and
complying with environmental trends ([7] Chen, 2008a).
In addition, undertaking green marketing can raise customer purchase intentions....