This research introduced the concept of environmental attitude into Monroe and
Krishnan’s (1985) perceived evaluation model to establish green consumption decisionmaking
model in order to understand how the environmental attitude of consumers did
not translate into significant willingness to purchase environmentally friendly products.
The results showed that if consumers has high environmental concepts or recognized that
green products are high in quality, then the opportunity cost of purchasing higher priced
eco-products would be overridden, and purchase intention toward the environmentally
friendly products would increase. Hence, concepts of environmental protection can be
thoroughly taught and further reinforced by promoting “saving energy and reducing
carbon footprints” and “green consumption.” Furthermore, the quality of environmentally
friendly products can be strengthened so that the quality justifies the price. Thus when
faced with higher-priced green products, consumers will surmount the opportunity cost
and purchase the product.
The results demonstrated that the income level of consumers has an moderates effect
on perceived value and purchase intention toward environmentally friendly products.
Compared to lower income bracket consumers, higher income bracket consumers showed
higher purchase intention as a result of perceived value. Therefore businesses can offer
value graded green products and market according to different income groups