本研究的主要目的是研究:(1)消費者對於綠色產品概念程度。(2)政府公權力對綠色產品消費和行銷的影響。(3)消費者對於企業使用不同的綠色行銷方式的反應。(4)綠色產品的附加價值對消費者購買意願的差異。主要的研究變數包括:企業綠色行銷變數、企業外在環境變數、人口統計變數等,探討消費者綠色產品的購買行為。本研究結果發現:(1)消費者的環保意識與綠色產品、綠色行銷之滿意度有顯著性差異。(2)消費者的環保意識對於政府的環保法律有顯著性差異。(3)消費者的環保意識與電動機車的購買行為有顯著性差異。(4)消費者的環保意識與太陽能熱水器的購買行為有顯著性差異。(5)消費者的環保意識與節能家電的購買行為有顯著性差異。
The purpose of this study is to examine: (1) The green products and green marketing. (2) How government policy impact on green products consumption and marketing. (3) How the consumers’ reaction impact on green marketing. (4) The added value of green products. The main study variables, including: corporate green marketing variables, the external business environmental variables, demographic variables and other aspects of consumer behavior of green products. The results indicated that: (1) There are highly significant differences between consumers’ environmental awareness and green products, green marketing consumers’ satisfaction. (2) There are highly significant differences between consumers’ environmental awareness and the government's environmental policy. (3) There are highly significant differences between consumers’ environmental awareness and green motor vehicle consumers’ satisfaction. (4) There are highly significant differences between consumers’ environmental awareness and solar water heaters. (5) There are highly significant differences between consumers’ environmental awareness and energy-saving appliances.