近年來由於全球暖化、節能省碳等環保議題受到關注，消費者之環保意識增加，對企業在承擔社會責任上有更多的期待。綠色行銷是企業對內達成組織永續經營、對外達成消費者期待之具體方案，故近年已有越來越多企業以綠色行銷做為其營運策略與產品推廣工具。然而，其執行成效往往未如企業預期：消費者對於企業之環保產品與宣傳有所疑慮，環保產品的特性未能直接連結到消費者需求，且取得環保產品所需支付的代價比一般產品高，故消費者心中縱然認同環境保護的重要，卻未能採取實際行動支持。綠色產品的實質廣告與消費者所認知的綠色產品效能為本研究探討之重要觀念，同時本研究欲探討消費者在購買環保產品之決策過程中，所產生的認知衝突及其影響，以此發展出了一整合的理論模式，以找出影響消費者購買環保產品之決策的關鍵因素，並對企業提出管理意涵之建議。本研究以環保洗衣機為研究標的，並以其設計環保廣告，針對台北市之已婚女性進行實體問卷發放，總樣本數為296份。根據SPSS與AMOS統計軟體所得之分析結果，其研究結果如下：
1. 認知衝突確實存在於消費者的環保產品購買過程中，對其購買意願有所影響。
2. 企業推出實質性的綠色廣告可以幫助消費者了解產品之環保效用，並提升對產品的購買意願。
3. 消費者存在環保意識但也會考慮到取得該產品之代價，故企業應致力於消除消費者的認知衝突與產品功能對取得代價間的抵換關係。

In recent years, the growing environmental issues such as global warming, energy saving and waste reduction has been brought to public attention. It is aroused people’s environmental concern and asked organizations for undertaking more corporate social responsibility. 
Green marketing is the practical strategy which helps organizations to get the goal of sustainable development, so there are more and more enterprises execute it for attaining their goal, such as increasing reputation, revenue and market share. However, the outcomes always not match enterprises’ expectation. Consumers have doubt on enterprises’ green advertisement; they thought the green product cannot satisfy their demand directly. Moreover, although consumers realize the importance of environmental protection, they will not take the practical action on buying green products.

    Substantive Green Advertising Claims and Perceived Consumer Effectiveness is the important concept in this study. Simultaneously, the study also wants to explore the influence of cognition conflict in consumers’ purchasing procedure. As a result, the integrated research model is developed by the present study. The study chose environmental washing machine for designing print ads, and then developed questionnaire to housewife in Taipei City. 296 valid samples were collected finally. According to the statistical analyses by SPSS and AMOS, the summaries of research results are as follows:

1.The influence of cognitive conflict that resulted from trade-off relationship in consumers’ mind impact on their purchase intention.
2.The effects of substantive washing machine advertisement on consumers’ perceived utility of green washing machine and consumers’ purchase intention.
3.Enterprises have to devise a way to decrease or eliminate consumers’ perceived sacrifice and cognitive conflict.

Table of Contents	I
List of Tables	III
List of Figures	IV
1. Introduction	1
1.1 Research Background and Motives	1
1.2 Research Objectives	6
1.3 Research Scopes	6
1.4 Research Procedure	7
2. Literature Review	8
2.1 Green Marketing and Green Marketing Strategy	8
2.1.1 Green Marketing	8
2.1.2 Green Marketing Strategy	12
2.2 Green Product Marketing Communication	17
2.2.1 Green Product	18
2.2.2 Green Product Marketing Communication	20
2.3 Environmental Concern	24
2.4 Perceived Consumer Effectiveness	26
2.5 The Influence of Cognitive Conflict and Perceived Sacrifice on Purchase Intention	27
2.5.1 Cognitive Conflict	27
2.5.2 Perceived Sacrifice	29
2.5.3 Purchase Intention	30
3. Research Methodology	32
3.1 Research Framework	32
3.2 Research Hypotheses	34
3.3 Definition and Measurement	38
3.3.1 Independent Variables	38
3.3.2 Dependent variable	41
3.3.3 Moderator variable	43
3.4 Survey Method	45
3.4.1 Survey design	47
3.5 Data Analysis	55
3.5.1. Confirmatory Factor Analysis (CFA)	55
3.5.2. Structural Equation Model (SEM)	56
4. Data Analyses	57
4.1. Descriptive Analysis	57
4.1.1. Respondents Profile	57
4.2. Reliability Analyses	59
4.3. Confirmatory Factor Analysis	63
4.4. Structural Equation Model (SEM)	65
4.4.1. The Overall Fit of The Model	66
4.4.2. Hypotheses Testing	67
4.5. The Result of Hypotheses Testing	71
5. Conclusions and Implications	72
5.1. Conclusions and Discussions	72
5.2. Managerial Implication and Research Findings	74
5.2.1. Managerial Implication	75
5.2.2. Research Findings	76
5.3. Research Limitations and Recommendations	77
5.3.1. Research Limitations	77
5.3.2. Research Recommendations	77
References	79
Appendix I (Brand Pre-test Survey)	86
Appendix II (Final Survey)	88

List of Tables
Table 2-1: The Dimensions of Enviropreneurial Marketing Strategies .......................13
Table 3-8: The result of Brand Pretest .........................................................................49
Table 3-9: Population and Household Distribution in Taipei City (2011.12) ..............51
Table 3-10: The result of samples decided by Quota Sampling ..................................52
Table 3-11: The result of school samples.....................................................................54
Table 4-1: Summary of Respondents Profile (n=296) .................................................57
Table 4-2: Summary of New Survey Items…………………………………………..61
Table 4-3: The result of the Reliability Analysis .........................................................62
Table 4-4: The result of the CFA Analysis ...................................................................64
Table 4-5: Assessment of discriminant validity of the construct and correlation matrix ......65
Table 4-6: The Summary of Overall Model Fit ...........................................................67
Table 4-7: The summary of Regression Weights ........................................................68
Table 4-8: The groups of Brand Equity .......................................................................70
Table 4-9: The Summary of Hypotheses Testing ........................................................71

List of Figures
Figure 1-1: Research Flowchart.....................................................................................7
Figure 2-1: The Green Marketing Matrix ....................................................................16
Figure 2-2: The 4P tools apply in Green Marketing Matrix ........................................16
Figure 3-1: Research Framework.................................................................................32
Figure 3-2: The Sample of Advertisement...................................................................50
Figure 4-1: Research model estimate results (unstandardized) ...................................68

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