本研究目的最主要是探討嘉義市消費者對於綠色產品的購買行為以及認知的程度，希望能夠了解購買綠色產品的消費者之購買決策及消費行為，並且探討不同的人口變項與綠色消費行為之間的關係，分析方法主要以 T檢定、單因子變異數分析、Pearson相關積差為主。 本研究採問卷調查方法來進行，共發出350份，剔除無效問卷，共收集有效問卷263份，回收率75.14%，本研究結果發現：69.9%的受訪者「聽過綠色產品」，78.7%的受訪者「看過環保標章」，有69.9%的受訪者「曾購買過綠色產品」。願意購買綠色產品的消費者有58.3%的比例能夠接受價差比率為5%以下，54.4%的消費者無法認同「綠色產品」的價格高於一般產品；消費者對於環境議題的關懷程度越高，其願意付出較高的價格來購買綠色產品的重要變數；不同的人口統計變項的消費者與綠色消費行為有顯著差異；不同的人口統計變項的消費者與購買重視因素有顯著差異。 最後根據上述結果，對實務界、學界提出行銷策略，並為後續研究之參考。 Investigating the consumer behavior and cognition to the green products of Chiayi is the main purpose of this study. We hope to understand purchase decision of the green products and find out different population have different choice. The analytical method relies mainly on the T-test, One-way ANOVA and Pearson Correlations. This research adopts the questionnaire investigation method. We have sampled 350 questionnaires, rejecting the invalid, 263 effective questionnaires are collected. That is, 75.14% of valid recovery. The results of the study are: 69.9% of the interviewees have heard the green products; 78.7% of the interviewees have seen the environmental protection mark. There are 69.9% of the interviewees have bought the green products; 58.3% of the green product buyer will accept 5% price difference; and 54.4% of the consumers are unable to admit that the price of the green product is higher. The consumer is willing to pay higher price if he has more commitment to the issue of environmental protection. It has significant difference between the demographic dimension and green consumer behavior. Also, we found that there is significant difference about the factors that the consumer takes into consideration among different demographic category.
