Marketing Factors of Green Economic Effect on Consumers’ Purchase Intention for the Market of Family-sedan in Taiwan

Abstract

The problems such as enhancing the global energy demand, aggravating the greenhouse effect, and externalizing climate and so on have increasingly worsened since the 21st century began. Enhancing consumers' awareness of environmental protection spurred the global automobile manufacturers to produce high-tech products and services with green features on the market. The automobile distributors take the concept of green marketing as the leading appeal to attract the consumers. The Fuzzy Analytic Hierarchy Process is adopted in this study to analyze the best marketing strategies carried out while the automobile distributors are selling the products with the concept of green marketing and providing the services to consumers. The results show that the top 5 key green marketing factors influencing the consumers in purchasing family sedans are "Cost of purchase, use, and maintenance," "Green civil awareness ego of consumer," "Certification of green mark," "Low fuel consumption," and "Low emission." Comparatively speaking, the key factors unable to influence the consumers on purchasing are "The practice of principle of equitable," "Deducting the consumption on production resources," "Advocacy of environment protection policy," "Recycling disposal of auto-body and components," and obtaining "Subsidy." One excellent product is unable to achieve the perfect sales target without an appropriate marketing strategy. With the soaring rise of global awareness of environment protection, corporations all over the world combine the demands of environment protection mutually with the marketing strategy. As far as the automobile distributors are concerned, the marketing strategy has been the tendency without further delay drawn up by green marketing.