環保意識崛起，消費者意識到自己的消費行為可能會對環境造成傷害，變有意轉向購買對環境負擔較小的產品。本研究主要探討不同綠色行銷方式如何影響綠色口碑到綠色購買意願，以釐清公司應該如何行銷綠色產品。
本研究以問卷調查進行，以環保牙刷作為主要評論產品，並使用SPSS21與SPSS AMOS結構方程式軟體進行分析與假設驗證。研究結果顯示綠色口碑對綠色購買意願有顯著影響，綠色品牌形象和綠色溢價對綠色口碑有顯著影響，綠色包裝與綠色標籤則對綠色口碑則無顯著影響。本研究結果提供公司在生產綠色產品前應該要注意的重點，以突顯自身品牌特質，增加消費者購買意願。

With the rise of environmental awareness, consumers realize that their consumption behavior may cause harm to the environment, and they have changed consciously to purchase products that have less damage to the environment. This study mainly explores how different green marketing methods affect green word-of-mouth to green purchase intention, in order to clarify how companies market green products.
This research is conducted with a questionnaire survey, with environmentally friendly toothbrushes as the main product, and used SPSS21 and SPSS AMOS21 for analysis and hypothesis verification. The research results show that green word-of-mouth has a significant impact on green purchase intention. Green brand image and green price premium have significant impacts on green word-of-mouth. Green packaging and green labels have no significant effect on green word-of-mouth. The results of this study provide the key point that companies should pay attention to before producing green products, in order to highlight their brand characteristics and increase consumers' willingness to buy.

Anderson, Eugene W (1998), “Customer Satisfaction and Word of Mouth,” Journal of service research, 1(1), 5-17.
Anderson, Eugene W, and Linda Court Salisbury (2003), “The Formation of Market-Level Expectations and Its Covariates,” Journal of Consumer Research, 30(1), 115-124.
Arndt, Johan (1967), “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of marketing Research, 4(3), 291-295.
Babin, Barry J, David M Hardesty, and Tracy A Suter (2003), “Color and Shopping Intentions: The Intervening Effect of Price Fairness and Perceived Affect,” Journal of business research, 56(7), 541-551.
Banerjee, Abhijit and Barry D Solomon (2003), “Eco-labeling for energy efficiency and sustainability: a meta-evaluation of US programs,” Energy Policy, 31(2), 109-123.
Carl, Walter J. (2006), “What's All the Buzz About? Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices,” Management Communication Quarterly, 19(4), 601-634.
Carlson, Les, Stephen J Grove, and Norman Kangun (1993), “A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach,” Journal of advertising, 22(3), 27-39.
Carson, Henry S., Steven L. Colbert, Matthew J. Kaylor and Karla J. McDermid (2011), “Small plastic debris changes water movement and heat transfer through beach sediments,” Marine Pollution Bulletin, 62(8), 1708-1713.
Chen, Yu-Shan (2010), “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business ethics, 93(2), 307-319.
Chen, Yu-Shan, Chang-Liang Lin, and Ching-Hsun Chang (2014), “The Influence of Greenwash on Green Word-of-Mouth (Green Wom): The Mediation Effects of Green Perceived Quality and Green Satisfaction,” Quality & Quantity, 48(5), 2411-2425.
Chen, Yu-Shan, Shu-Tzu Hung, Ting-Yu Wang, A-Fen Huang, and Yen-Wen Liao (2017), “The influence of excessive product packaging on green brand attachment: The mediation roles of green brand attitude and green brand image,” Sustainability, 9, 654.
Cho, Yoon-Na and Christopher Berry (2019), “Understanding the effects of retailer- and manufacturer-provided sustainability labels on product evaluations and purchase-related outcomes,” Journal of Business Research,100 ,73-85.
Faircloth, James B. (2005), “Factors Influencing Nonprofit Resource Provider Support Decisions: Applying the Brand Equity Concept to Nonprofits,” Journal of marketing theory and practice, 13(3), 1-15.
Fornell, Claes, David F Larcker (1981), “Structural equation models with unobservable variables and measurement error: Algebra and statistics,” Journal of marketing research,18(3), 382-388.
Goldsmith, Ronald E, and David Horowitz (2006), “Measuring Motivations for Online Opinion Seeking,” Journal of interactive advertising, 6(2), 2-14.
Guyader, Hugo, Mikael Ottosson, and Lars Witell (2017), “You Can't Buy What You Can't See: Retailer Practices to Increase the Green Premium,” Journal of Retailing and Consumer Services, 34, 319-325.
Hair, Joseph. F., Rolph E. Anderson, and Robert. L. Tatham & Willam C. Black, (1998), “Multivariate data analysis (5th ed.),” New York: Macmillan.
Hair, Joseph F., Willam C. Black, Barry J. Babin, Rolph E. Anderson, and Robert. L. Tatham (2006), “Multivariate Data Analysis (6th ed.),” Englewook Cliffs, NJ: Prentice Hall.
Hao, Yu, Hao Liu, Hongjie Chen, Yanhua Sha, Hanfeng Ji, and Jiajia Fan (2019), “What Affect Consumers’ Willingness to Pay for Green Packaging? Evidence from China,” Resources, Conservation and Recycling, 141, 21-29.
Herr, Paul M, Frank R Kardes, and John Kim (1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of consumer research, 17(4), 454-462.
Hong, Zhaofu, Mengfan Li, Xiaoya Han, and Xuhuai He (2020), “Innovative Green Product Diffusion through Word of Mouth,” Transportation Research Part E: Logistics and Transportation Review, 134, 101833.
Hong, Zhaofu, Hao Wang, and Yugang Yu (2018), “Green Product Pricing with Non-Green Product Reference,” Transportation Research Part E: Logistics and Transportation Review, 115, 1-15.
Ifie, Kemefasu, Antonis C Simintiras, Yogesh Dwivedi, and Vasileia Mavridou (2018), “How Service Quality and Outcome Confidence Drive Pre-Outcome Word-of-Mouth,” Journal of Retailing and Consumer Services, 44, 214-221.
Jamal, Ahmad, Mohammed Sajid Khan, and Matoula Stamatia Tsesmetzi (2012), “Information Cues Roles in Product Evaluations: The Case of the UK Cosmetics Market,” Journal of Strategic Marketing, 20(3), 249-265.
Keller, Kevin Lane (2003), “Brand Synthesis: The Multidimensionality of Brand Knowledge,” Journal of consumer research, 57(1), 1-22.
Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of marketing, 29(4), 595-600.
Kong, Wilson, Amran Harun, Rini Suryati Sulong and Jaratin Lily (2014), “The influence of consumers’ perception of green products on green purchase intention International,” Journal of Asian Social Science, 4(8), 924-939.
Kronrod, Ann, Amir Grinstein, and Luc Wathieu (2012), “Go Green! Should Environmental Messages Be So Assertive?” Journal of Marketing, 76(1), 95-102.
Lee, Eung Jin, Joonheui Bae, and Kyung Hoon Kim (2020), “The Effect of Environmental Cues on the Purchase Intention of Sustainable Products,” Journal of Business Research, 120, 425-433.
Lee, Hsiang‐Ming, Ching‐Chi Lee, and Cou‐Chen Wu (2011), “Brand Image Strategy Affects Brand Equity after M&A,” European journal of marketing, 45(7/8), 1091-1111.
Liao, Ying-Kai, Wann-Yih Wu, and Thi-That Pham (2020), “Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention,” Sustainability, 12(18), 7461.
Mahmoud, Thoria O. (2018), “Impact of Green Marketing Mix on Purchase Intention,” International Journal of Advanced and Applied Sciences, 5(2), 127-135.
Martin, William C, and Jason E Lueg (2013), “Modeling Word-of-Mouth Usage,” Journal of Business Research, 66(7), 801-808.
Molinari, Lori K, Russell Abratt, and Paul Dion (2008), “Satisfaction, Quality and Value and Effects on Repurchase and Positive Word‐of‐Mouth Behavioral Intentions in a B2b Services Context,” Journal of Services Marketing, 22(5), 363-373.
Moon, Sun-Jung, John P Costello, and Dong-Mo Koo (2016), “The Impact of Consumer Confusion from Eco-Labels on Negative WOM, Distrust, and Dissatisfaction,” International Journal of Advertising, 36(2), 246-271.
Moorthy, Sridhar, Brian T Ratchford, and Debabrata Talukdar (1997), “Consumer Information Search Revisited: Theory and Empirical Analysis,” Journal of consumer research, 23(4), 263-277.
Munerah, Siti, Kian Yeik Koay and Seethaletchumy Thambia (2021), “Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach,” Journal of Cleaner Production, 280(1),124192.
Nandan, Shiva (2005), “An Exploration of the Brand Identity–Brand Image Linkage: A Communications Perspective,” Journal of brand management, 12(4), 264-278.
Nuseir, Mohammed T. (2019), “The Impact of Electronic Word of Mouth (E-Wom) on the Online Purchase Intention of Consumers in the Islamic Countries–a Case of (UAE),” Journal of Islamic Marketing, 10(3), 759-767.
Prakash, Gyan, and Pramod Pathak (2017), “Intention to Buy Eco-Friendly Packaged Products among Young Consumers of India: A Study on Developing Nation,” Journal of cleaner production, 141, 385-393.
Prentice, Catherine, Xuequn Wang, and Sandra Maria Correia Loureiro (2019), “The Influence of Brand Experience and Service Quality on Customer Engagement,” Journal of Retailing and Consumer Services, 50, 50-59.
Qualls, William J and JoséAntonio Rosa (1995), “Assessing industrial buyers' perceptions of quality and their effects on satisfaction,” Industrial Marketing Management, 24(5), 359-368.
Rokka, Joonas and Liisa Uusitalo (2008), “Preference for green packaging in consumer product choices - Do consumers care?” International Journal of Consumer Studies, 32(5), 516–525.
Sallam, Methaq Ahmed (2015), “The Effect of Dual Image (Corporate and Brand) on Customers'wom: The Role of Customer Loyalty,” International Journal of Economics, Commerce and Management, 3(12), 1-17.
Sasmita, Jumiati and Norazah Mohd Suki (2015), “Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image,” International Journal of Retail & Distribution Management, 43(3), 276-292.
Shabbir, Muhammad Salman, Mohammed Ali Bait Ali Sulaiman, Nabil Hasan Al-Kumaim, Arshad Mahmood and Mazhar Abbas (2020), “Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE,” Sustainability, 12(21), 8977.
Shugan, Steven M (1980), “The Cost of Thinking,” Journal of consumer Research, 7(2), 99-111.
Song, Yao, Zhenzhen Qin and Qi Yuan (2019), “The Impact of Eco-Label on the Young Chinese Generation: The Mediation Role of Environmental Awareness and Product Attributes in Green Purchase,” Sustainability, 11(4), 973.
Walsh, Gianfranco and Boris Bartikowski (2013), “Exploring corporate ability and social responsibility associations as antecedents of customer satisfaction cross-culturally,” Journal of Business Research, 66(8), 989-995.
Wei, Chiou-Fong, Chang-Tang Chiang, Tun-Chih Kou and Bruce C Y Lee (2017), “Toward Sustainable Livelihoods: Investigating the Drivers of Purchase Behavior for Green Products,” Business Strategy and the Environment, 26(5), 626–639.
Weinrich, Ramona and Achim Spiller (2016), “Developing food labelling strategies: Multi-level labelling,” Journal of Cleaner Production, 137, 1138-1148.
Wijekoon, Rusitha and Mohamad Fazli Sabri (2021), “Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework,” Sustainability, 13(11),6219.
Zhang, Lu, Dayuan Li, Cuicui Cao, and Senhua Huang (2018), “The Influence of Greenwashing Perception on Green Purchasing Intentions: The Mediating Role of Green Word-of-Mouth and Moderating Role of Green Concern,” Journal of Cleaner Production, 187, 740-750.
Zhang, Yixiang, Congcong Xiao and Guanghui Zhou (2020), “Willingness to pay a price premium for energy-saving appliances: Role of perceived value and energy efficiency labeling,” Journal of Cleaner Production, 242, 118555.
Zhao, Ling, Yaobin Lu, Bin Wang, Patrick Y.K. Chau and Long Zhang (2012), “Cultivating the sense of belonging and motivating user participation in virtual communities: A social capital perspective,” International Journal of Information Management, 32(6), 574-588.
Zhao, Min and Jinhong Xie (2011), “Effects of Social and Temporal Distance on Consumers’ Responses to Peer Recommendations,” Journal of Marketing Research, 48(3), 486–496.
United Nations Environment Programme (2018) The state of plastics: World Environment Day Outlook 2018. From:https://www.unep.org/resources/report/state-plastics-world-environment-day-outlook-2018
World Wide Fund for Nature (WWF) (2021) The Lifecycle of plastics. From: https://www.wwf.org.au/news/blogs/the-lifecycle-of-plastics#gs.618cu1
荒野保護協會 (2019) 荒野保護協會淨灘數據發表記者會。取自：https://www.sow.org.tw/blog/129/20191121/7062
好日子 (2015) 竹牙刷。取自https://agooday.com/eco-tooth-brush