近年來，過度的溫室效應所帶來的地球暖化，冷氣機似乎已成為每個家庭不可或缺的日常家電用品之一，因此，在現今環保、節能意識高漲的社會，企業強化綠色管理、持續開發低污染、省能源、高效率，並且兼顧健康取向的空調製品，將提高民眾選擇冷氣機產品時決策考量、提升企業競爭力及獲利。本研究將透過李克特量表問卷調查方式，針對政府推動綠色標章及冷氣機購買因子，以消費者觀點進行分析討論，研究結果顯示：大多數的受訪對象認為政府對於綠色消費與環保節能產品的宣導不足；建議政府加強宣傳管道以「電視廣告」居多、「網路新聞」其次；購買冷氣機之考量因素以「節能省電」最為優先考量；「日立」則為購買冷氣第一優先品牌；八大因子中重視程度最高的為「節能省電」、「價格」及「優惠促銷」。最後，透過問卷結果分析建構消費者冷氣機購買決策準則，並以消費者偏好設定產生冷氣機購買優先順序，其研究結果，提供冷氣業經營者做為研擬經營策略、綠色行銷、創造優勢之參考。另對於政府大力推動之相關綠色消費制度及環保、節能等各式標誌推動執行成效透過本次消費者問卷結果加以探討，俾利相關單位後續加強宣導之參考依據。 In recent years, the overmuch greenhouse effect brought global warming. The air conditioner seems to have become indispensable appliance to each family in daily life. Therefore, in this high environmental protection and awareness of energy saving society, the enterprises strengthen its green management, develop low-pollution, energy saving, high efficiency, and health-oriented air-conditioning products will enhance people to choose their products. And the businesses will get highly competitiveness and profitability. The study uses the Likert scale questionnaire, in the consumer point of view to analyzed and discussed about the Government’s Green Mark policy and buying factor of air conditioner. The result shows: The most of respondents think that the Government didn’t enough guidance about green consumption and energy saving products; It suggests that the Government can use the TV commercial (1st) and Internet news (2nd) to tell people how to buy green products; The first consider factor of buying air conditioner is energy saving ;.『Hitachi』is the first brand in respondents’ answer;.“Energy saving ”, “price” and “promotion” are the highest degree of the eight factors. Finally, I use the results of analysis by questionnaires to construct the criteria of consumer buying decision-making and range the consumer buying-preferences priority. It will provide some suggestions-like business strategies, green marketing, and create advantages to air conditioner manufacturers. Also,dssing the effects of Government is promoted green consumption system mark environmental protection mark, and energy saving mark for reference to Government relevant units.
