Fifteenth International Conference on Environmental, Cultural, Economic & Social Sustainability

Abstract

People are gradually increasing their environmental awareness and concern, coupled with the issue of climate change; most of companies and businesses are seeking to catch the opportunities and committed to developing green products. Building the good green brand image to gain competitive advantages and approach corporate social responsibility may benefit company reputation. Apple Inc. published the 2018 environmental progress report to make the company’s commitment to clean energy, and prove that 100% renewable is 100% doable, and also introduced a new recycling robot, called Daisy, which can recover more of the valuable materials stored in old devices. This research intends to examine the positive impact of environmental friendliness of products and the company, green brand image, and green perceived value on environmental satisfaction among users of Apple products, while customer environmental satisfaction would lead to customer loyalty. Moreover, the moderating effects of environmental concern and green knowledge are also included in the study. The target sample will focus on the people who have Apple products. This study collected fifty-six samples for the pre-test from July 2 to July 5, 2018 by online survey in Taiwan. The reliability analysis was conducted to ensure the items of each studied construct have internal consistency before distributing the formal online questionnaires to the respondents. Structural equation model analysis was conducted to examine the proposed hypotheses in this study. The research findings provide marketers a better understanding of the environmental electronic products market.