中文摘要
環保產品以公益慈善加以行銷已是行之有年，但成效卻時好時壞；我們推估是忽略了消費者對於環保產品的不熟悉與不確定性導致慈善行銷效果不彰，故本研究以環保產品常見類型1.環境友善產品(低不確定性)與2.傳統環保產品(高不確定)來與慈善做更深入研究，並為讓本研究更具實務價值，加入了行銷常見的產品心智模擬溝通策略(過程模擬；結果模擬)來研究出針對不同類型產品的最有效策略。
本研究目的在於針對消費者面對不同類型環保產品的適應意圖，以慈善信任與產品心智模擬溝通策略實驗，找出最有效的環保產品行銷策略。本研究驗證了過程模擬對於兩類環保產品皆是有顯著正面效果且優於結果模擬。而至於慈善信任效果，在環境友善產品(低不確定性)類別，對於消費者感知不確定性與適應意圖效果皆是優於過程模擬的，因為當消費者較了解產品功能與風險資訊，會轉而追尋較高層次的情感需求的購物行為，故慈善信任會在低不確性環保產品相較心智模擬更為有效。而至於傳統環保產品(高不確定)類別，在感知不確定性方面仍是有正面效果，但於適應意圖方面則無顯著效果，其原因在於慈善信任雖降低了消費者對慈善公司產品的不確定性，卻未能提供基本商品功能與風險資訊的資訊，導致對於適應意圖效果不彰；而因高不確定性情況下，消費者會較努力於尋求基本功能與風險資訊的滿足，故慈善信任相較過程模擬對於傳統環保產品(高不確定)效果較差。
本研究建議，在推廣環境友善產品(低不確定性)時，較為強調公司公益對消費者正面影響較大；而至於推廣傳統環保產品(高不確定)，則建議公司強調產品如何使用、原料安全等等…。希望藉由本研究分析結果，來幫助未來致力於環境友善與公益的公司，能找到成功推廣環保產品的策略。

Eco-friendly products companies have used charity marketing to prompt their eco-friendly products for the long time; however, the effect of promotion is unstable. Because of products unfamiliar previous research, we suggest the uncertainty perception of eco-friendly products which is ignored by previous eco-friendly products research make the charity marketing effect not as expect. Therefore, this research uses two eco-friendly products category 1. Environmentally Preferable Products (low level of uncertainty) and 2.Conventional Environmental Goods (high level of uncertainty) to study benevolence trust effect. The purpose of this research is to find out what is the most promoting way to enhance consumer adoption intention for two category eco-friendly products; therefore, we use benevolence trust and mental simulation (process simulation, outcome simulation) which products commonly are prompted with to experiment participants and find the better way to prompt eco-friendly products.
This research tests and proves again process simulation is positive effect on the perception of uncertainty and adoption intention and better than outcome simulation as previous research for two types eco-friendly products. On the other side, benevolence trust could have good and better effect for Environmentally Preferable Products (low level of uncertainty) than mental simulation. The reason is that if consumers satisfy their products information base need, they would alter to search more about emotional needs as benevolence trust. However, for Conventional Environmental Goods (high level of uncertainty), although benevolence trust could make consumers reduce their uncertainty, it couldn’t effectively enhance adoption intention because the lack of base products information. Compared with process simulation, benevolence trust couldn’t satisfy consumer focus product informational needs which consumers urgently care. Therefore, for Conventional Environmental Goods (high level of uncertainty), process simulation positive effect is better than benevolence trust effect.
We hope our study results could help eco-friendly products companies to effectively prompt their eco-friendly products with charity work and make more consumers to try and adopt eco-friendly products.

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