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Article

The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies

1
Department of Public Affairs, Ming Chuan University, Taoyuan 333, Taiwan
2
Department of Management Sciences, Tamkang Universty, New Taipei 251, Taiwan
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(15), 5979; https://doi.org/10.3390/su12155979
Received: 29 June 2020 / Revised: 16 July 2020 / Accepted: 21 July 2020 / Published: 24 July 2020
Smartphones have become indispensable for human beings today. However, with mobile phone manufacturers updating existing models or launching new models every year, consumers tend to keep replacing their phones with the latest versions, resulting in an excessive waste of resources. These days, most governments worldwide emphasize energy conservation and carbon reduction. If pre-owned smartphones are refurbished or repaired, the excessive waste of resources can be reduced. Such recycling can positively enhance corporate image, while ensuring that consumer needs are met. Thus, to explore consumers’ willingness to purchase such “green” smartphones, this study uses the theory of reasoned action (TRA) to explore consumers’ purchase intentions and understand how brand equity, green marketing, as well as consumer’s green awareness and attitude influence this intention. This research also investigates the role of government subsidies as a moderator affecting consumers’ willingness to purchase green smartphones. The results indicate that, in general, consumers are willing to purchase green smartphones, the direct effect of brand equity on purchase intention is significant, and government subsidies have significant moderating effects. Therefore, it is recommended that the government cooperate with enterprises. The cooperation can be aimed at promoting green products as well as subsidizing consumers, to increase their willingness to purchase green smartphones. View Full-Text
Keywords: green marketing; green awareness; TRA; government subsidies green marketing; green awareness; TRA; government subsidies
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MDPI and ACS Style

Liu, H.T.; Tsaur, R.-C. The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies. Sustainability 2020, 12, 5979. https://doi.org/10.3390/su12155979

AMA Style

Liu HT, Tsaur R-C. The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies. Sustainability. 2020; 12(15):5979. https://doi.org/10.3390/su12155979

Chicago/Turabian Style

Liu, Hsiang T., and Ruey-Chyn Tsaur. 2020. "The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies" Sustainability 12, no. 15: 5979. https://doi.org/10.3390/su12155979

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