Description:
Abstract
The customer perception was a customer’s knowledge and understanding of
environment-friendly products, environmental problems as well as their subsequent
effects. Quality perception is very important factor concerning green marketing
management and is viewed to be motivational constructs, influencing subsequent
consumer behaviours, as well as extensiveness of the decision-making process. The
purpose of this study was to analyze factors determining quality perceptions that affect
the purchase decision. This research employs an empirical study by means of the
questionnaire survey method. The samples were 384 respondents who bought
environment-friendly electric appliance products. In order to examine the effect of
quality perceptions on purchase decision, multiple regression analysis was performed.
The result indicated that purchase decision was significantly affected by quality
perceptions concerning performance, worthiness, reliability and product safety.