| Summary: | 碩士 === 國立交通大學 === 管理科學學程碩士班 === 89 === Promote green product is the root method of solving resource waste and improving environment pollution. Green marketing is become a trend of the world. There are so many ways to promote green products for governments and enterprises. This study intends to analyze the various factors which consumers are considerate for. To explore the effectiveness of marketing methods of Taiwanese government and enterprises on consumer’s purchase behavior.
The major findings are：
1. People’s environment protection behaviors are concluded into two reasons. The one is “reuse or economize” for economic consideration. The another one is to obey “morals and laws”.
2. Factors of consumer’s purchase consideration are classified into 4 categories. They are “Practicability of products”, “Product Appearance and Promotion”, “the Authority of government”, “Price and Brand”. There are obvious difference between green consumers and non-green consumers for all the 4 factors.
3. The price which people will to pay for green product is lower than actually published price.
4. Between green consumers and non-green consumers, no obvious difference in sex and residential cities, but they are different in age, career, education, and family income per month.
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