環保是未來的趨勢、銳不可擋，然如何克服深烙在身上的習慣、個性、態度，轉化為對環保有益處的行為？本研究使用心智模擬 (Mental simulation)，透過文字闡述介紹產品、揣摩使用環保新產品(Eco-friendly product)的過程，使消費者想像其中違反過去習慣的困難與隨之帶來的好處。
研究中加入了調節焦點 (Regulatory focus)、時間距離 (Temporal distance) ，探討在何種搭配下，消費者對環保產品偏好之影響最大，進而說服人們改變根深蒂固的習慣；透過每個對心智模擬的假說驗證顯示，情境模擬不適用於促進性焦點消費者，長期下購買意願甚至下降；另一方面，情境模擬卻能有效影響預防焦點消費者，尤以結果模擬之效果更為顯著。透過本研究統整出最有效的行銷溝通方式，提供未來廠商得以考量使用情境模擬方式包裝商品，使得購買意願上升，研究結果助於理論上之延伸發展與實務上之貢獻。

Environmental protection is an irresistible trend nowadays. However, how to overcome the deep-seated habit, personality, behavior and thereby improving the old habits into the new habits that can make contributions to the Earth. In this study, we use mental simulation to imitate the process of adapting to new eco-friendly products; Let customers imagine difficulties from their shopping habits and benefits come along with.
In our research, we concern mental simulation, regulatory focus and temporal distance together to discuss which combination generates most efficient persuasion for consumers to change their deep-seated habits. Through each hypothesis validation of mental simulation displayed that mental simulation is not applicable to promotion-focused individuals, they lower their willingness in the long-term use; on the other hand, mental simulation is able to effectively influence prevention-focused individuals’ purchasing behavior, especially for outcome simulation. We sort out the most efficient marketing communication for green companies. Companies can consider using mental simulation to market their eco-friendly products which makes the willingness of consumers increased. The results help the extension of theory and contribute to the practical market.

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