A Study on the Effect of Brand Globalness and Green National Image on Customer Satisfaction and Repurchase Intentions based on the Effect of Green Marketing - Chinese Consumers

In the recent years while the globalization process continues in its full speed across the world, aforementioned environmental problems have started to come to the agenda more and more then people have started to probe into these negativities. Consumers have worry about the future of the world, as results mostly prefer environment-friendly products. In order to cater to these attitudes of consumers, companies have started to considering the environment problem and form their marketing strategies so as to work in with the increasing green awareness all over the world. We should find out how importance the green marketing can be influenced the consumers decision then prove the relation with green marketing, brand globalness, brand image and they will influenced the consumer’s satisfaction and repurchase intentions of Chinese consumer. In order to find out the difference of Chinese consumer between with high green consciousness and low green consciousness this thesis divided consumers to 2 groups. This thesis will also make Demographic characteristics analysis, reliability analysis, feasibility analysis and especially hypothesis verification for twice for finding the difference between high green consciousness consumer and low green consciousness consumer’s attitude on enterprise’s green marketing. This paper is expected to make a contribution to the enterprise who want to increase the ability of green marketing to get a direct strategy on Chinese consumers.