人類社會於1930年發明聚苯乙烯( Polystyrene：PS)後，各類塑膠產品因應而生卻也產生許多環保議題，而最嚴重的就是全球海洋污染。由是本研究應用計畫行為理論，結合企業致力於海洋回收塑料產品的開發所衍生的企業形象與社會責任等效益，探究消費者對海洋回收塑料產品的購買意願，針對海洋回收塑料產品的商業銷售策略，提出建議。
經由問卷與結構方程分析結果顯示，如果海洋回收塑料產品必須在原生相同材質類產品競爭中取勝，應該依據產品所代表的優良企業形象特點和獨特優勢發展其價值定位，創造與眾不同的市場領域與價值認同，發揮綠色產品獨有優勢，提供大眾消費者更佳選擇。

After the human society invented polystyrene (Polystyrene: PS) in 1930, all kinds of plastic products were born accordingly, but many environmental issues have arisen, and the most serious one is global ocean pollution. Based on the application of planning behavior theory in this study, combined with the benefits of corporate image and social responsibility derived from the development of marine recycled plastic products, it explores consumers' willingness to purchase marine recycled plastic products, and aims at the commercialization of marine recycled plastic products. Sales strategy, making proposals.
The results of the questionnaire and structural equation analysis show that if marine recycled plastic products must win in the competition of original products of the same material, they should develop their value positioning based on the excellent corporate image characteristics and unique advantages represented by the products to create a distinctive market segment Identify with the value, give full play to the unique advantages of green products, and provide consumers with better choices.

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