A Study of Relationships among Green Consumption Attitude, Perceived Risk, Perceived Value toward Hydrogen-Electric Motorcycle Purchase Intention

Taiwan has the Asia's highest density of motorcycle, which results in problems such as traffic jams and air pollution. To effectively reduce the motorcycle's impact to the ecosystem, in July 2009, Taiwanese government initiated the consumer and manufacturer encouragement project to promote electronic motorcycle industry. The purpose of this study is to discuss consumers’ green consumption attitude, perceived risk and perceived value toward hydrogen-electric motorcycle purchase intention. Based on a structure equation modeling approach, it is concluded that: perceived risk and perceived value are significantly related to consumption attitude; consumption attitude is significantly related to hydrogen-electric motorcycle purchase intention; and perceived value is significantly related to purchase intention. However, perceived risk and hydrogen-electric motorcycle purchase intention has no relation. This research analyzes the key factors of consumer behaviors from customers’ point of view and further discusses improvement solutions. The study can serve as a reference to government, cooperates and consumers in promoting, educating and marketing the green concepts.