The threat brought by the natural environment and the hazards has not only enhanced international awareness of environmental protection, but also increasingly required corporate social responsibility and environmental performance from the general public. Students cultivated and influenced by college education will play the vital role of the society as well as one of the stakeholders of enterprises in the future.
The research sample is randomly chosen from the college of business, college of liberal arts and college of engineering of a private university. IT related products are the discussion focus. Based on college students' awareness and purchase intention as the reference, it is expected that manufacturers of IT can be beneficial to develop, promote and implement green practices.
Results show that awareness of corporate green practices and purchase behaviors of green products are significantly different between genders and departments. Awareness of green practices of lower-level students is relatively lower than that of higher-level. Consumers' knowledge of green practices and green promotion are positively correlated. However, knowledge of green practices and actual purchase behaviors of green products are negatively correlated.
The implications of this research are that enterprise may demonstrate positive attitude towards the implementation of green practices through marketing mix and services. Secondly, enterprises should proactively meet green products related certifications as their strategic actions to encourage consumers with green concepts. Furthermore, in order to strengthen the environmental concepts of college students, colleges may broaden their general education with some more green related courses. It is expected that the influence could enhance students' environmental awareness.
