Enhancing social awareness of biodegradable fishing gears through technology marketing

Abstract

The main purpose of this study is to understand the marketing approaches and strategies that are used todisseminating biodegradable fishing gears and distinguish the cognition and the non-cognition group′sattitudes on the product. We used a technology acceptance model for analyzing product attributes and itsimpacts on fishers' purchase. The result of this research shows that 'perceived usefulness and easiness of use'have positive effect on 'purchase intention,' and then give impacts on 'purchase intention' for the entirerespondents. For the cognitive respondents these factors have influence on 'attitude' but they do not affect'purchase decision.' However, 'perceived usefulness and easiness of use' have much positive impact on'purchase intention.' In the non-cognition group, the 'perceived intention' and 'company and country ofmanufacturers' have direct positive effect on 'purchase intention' through 'attitude' and also 'on 'purchaseintention.' This research provides some meaningful policy implications on further development andtechnology marketing of biodegradable fishing gears.Keywords: Biodegradable fishing net, Technology marketing, Purchase intention and cognitive intention