Title:
AN EMPIRICAL ANALYSIS OF GREEN MARKETING A CASE STUDY OF GOVERNMENTS PLASTIC REDUCTION POLICY

Authors:
Shun-Hsing Chen and Yu-Jen Chen ,Taiwan

Abstract:
In the wake of the rise of environmental awareness around the globe, both eco-friendly organizations and enterprises are proactively initiating movements promoting environmental protection and “love the earth”. Companies that produce green products tend to fix costly prices in response to the high cost which comes along during manufacturing process, leading to poor consumption behavior of the consumers. However, it is believed that more and more consumers will emphasize the issue so long as strengthened advocacies are carried out to inspire consumers’ purchasing enthusiasm through social events over a longer period of time. The questionnaire was based on: (1) a review of the literature and (2) discussions with experts. The final questionnaire was divided into three parts: Green marketing survey, Government’ Plastic Reduction Policy survey and Population variable survey. This study has collected 268copies via online questionnaire. Analyzed by Pearson correlation coefficient, the correlation coefficient of government’ Plastic Reduction Policy towards green marketing is 0.736, showing that government’s ban on sale of plastic bags and green marketing are highly correlated