近年來有不法業者在製造過程中造成環境污染及生産不安全不環保之産品，同時違法、又破壞生態及危害人類健康，使得消費者對於環保意識與健康概念逐漸重視。隨著國際環保思潮的興起，各國政府紛紛制定綠色法規，同時積極推動環境保護工作並輔導、鼓勵企業成為綠色企業。企業除了提供高質量、友善環境、安全健康的産品外，如何透過有效的綠色行銷推銷産品及提倡環境保護意識，來滿足消費者的需求，已成為現代企業永續經營的指標。

本研究主要以THERMOS膳魔師為個案研究對象，探討其透過綠色行銷規劃、推廣及宣導環境教育之具體成果及效益中，消費者對綠色行銷推動環保活動態度是否會影響消費者對品牌形象及選購産品 (保溫杯瓶) 的意願，以及在於不同綠色行銷活動中對消費者態度及品牌形象與購買意願之影響。

研究結果顯示：

一、消費者對企業以綠色行銷推廣環保活動態度正向時，會對企業環境保護及品牌形象産生認同，並且直接影響購買綠色産品意願。
二、在運用「綠色産品廣告」、「綠色形象廣告」及「綠色公益環保」三種不同類型廣告中，消費者對綠色行銷態度、品牌形象及購買意願無顯著差異。亦有可能三種廣告皆以環保訴求相似度高對消費者認同上較無明顯差異性。

Some of the illegal enterprises have caused the environmental pollution and made unsafety products in their manufacturing processes for the recent years, which is harmful to the environment as well as human’s health. Therefore, these issues light up consumer's awareness towards to the environmental friendly and health. With the growing consciousness of environmental protection worldwide, governments make the green standards and regulations Laws to enforce enterprises of being green and environmental friendly. For today’s enterprises, in addition to enhancing products quality, environmental friendly, safety, and health, how to apply the concept of “Green marketing” to enhance consumers’ awareness of environmental protection and satisfy consumers’ needs becomes a critical goal for enterprises’ sustainability.
The purpose of this research is to aim “THERMOS” as a study case to understand whether “THERMOS” Green marketing projects and promotions will influence, customers’ attitudes towards vacuum bottles brand images awareness and thus their purchasing reactions, and whether such differences exist under different types of Green marketing activities.
Study Results Shown:
1. Consumers have the positive feedback towards to their purchasing attitudes to those enterprises that have Green marketing and are environmental friendly.
2. Among these three kinds of different promotions (Green product advertising, Green image advertising and Green charity friendly advertising), consumers have no different senses when they purchase the products from these Green enterprises. It is likely that these three kinds of advertising are all promoting Green issues. Therefore, consumers cannot find the differences from the brand images and products.

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