This study is researching customers＇awareness regarding “ Green marketing ＂,“ Green product's perceived value ＂ (Function value, Emotional value and social value), and “ Purchase intention”.
This research was based on convenience sampling and the secret sampling questionnaire was conducted to obtain the real thinking of customers purchase behaviors. Two hundred and thirty questionnaires were distributed and got two hundred and eighteen subjects participated in this study; the return rate is 95%. Fifty three copies were ineffectual after filtering, only two hundred and twenty four copies can be analyzed in this studying which is 88% highly response rate.
Result of the study that show Green marketing and purchase intention positively impact and the perceived value of green products in and positively affect mediated the relationship between green marketing and purchase intention.
