In recent years, global warming has become a widespread well-publicized issue. As the general public have become aware of the importance of protecting the environment, consumers have started to evidence a marked preference for green products. This study constructed a model describing the relationships among perceived benefit of green consumption behavior, perceived risk, moral responsibility, normative belief, control strength, control belief, attitude, subjective norms, behavior control, behavior intention, and actual behavior.

With the rise of eco-awareness and innovation in recent years, companies have constantly sought to be the first to introduce new green-concept products to the market to gain a larger market share. However, it is unclear whether consumer awareness of green marketing and innovation will increase purchase intention. This issue requires an in-depth discussion. This study uses energy-saving lamps and environmental cleanser as examples, using a literature review and empirical research to explore the correlations between consumer awareness of green marketing, perceived innovation, perceived quality, perceived price, perceived risk, perceived value, and purchase intention. Further, an overall relationship model is established.An analysis of 320 effective questionnaires about energy-saving lamp and 310 effective questionnaires about an environmental cleanser resulted in three main findings: (1) Consumers' green marketing awareness of both energy-saving lamp and an environmental cleanser mainly influences their perceived quality and perceived value, which in turn influence purchase intention. (2) Consumers' perceived innovation of energy-saving lamp mainly influences their perceived quality, perceived price, and perceived value, while consumers' perceived innovation of an environmental cleanser mainly influences their perceived quality and perceived value, all of which in turn influence purchase intention. (3) The results for the two products indicate that the impact of consumers' green marketing awareness on purchase intention is greater than the impact of perceived innovation. Through SEM analysis, this study establishes a valid relationship model for green products and identifies the main influence paths. In addition, measurement variables and a scale were established, which provide academics and industry with critical research tools and concepts that should be of academic and practical value.

In recent years, corporate social responsibility (CSR) has been the subject of increasing public scrutiny, and consumers have become more concerned about whether enterprises are contributing to the betterment of society. This research takes Starbucks as an example in the exploration of the impact of different generations' perceptions of CSR on future buying willingness.The research survey collected 624 validated questionnaires. The results show that different generations have significantly different attitudes in two influential ways: (1) in the X-generation, the influence of environmental CSR on experiential brand image, and the influence of brand attitude on future buying willingness, are more significant than with the Y-generation; (2) in the Y-generation, the impact of community CSR on experiential brand image, and the impact of symbolic brand awareness on brand attitude are more significant than with the X-generation. The research found that a business undertaking a successful policy of CSR could lead consumers to purchase its products. Ultimately the business will have an opportunity to fulfill its goal of sustainability.

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