| Summary: | 碩士 === 大葉大學 === 事業經營研究所 === 94 === Because consumers began emphasizing the issues of environmental protection, the producers needed to conduct the analysis of consumers’ behavior and took consumers’ environmental consciousness into consideration before proceeding product marketing, and thus the new concepts of green marketing were gradually developed. However, the issues about how to deliver the green products’ information, how to strengthen contacts and communication with consumers, and how to increase consumers’ green cognition and purchasing rate, are becoming quite important in the current academics and practice.
The present study conducted a survey, where the air conditioning products with environmental protection marks are severed as the study objects, to investigate the relationships among Integrated Marketing Communication（IMC）tools, consumer’s cognition, and IMC performance. The study also tried to understand the effect between IMC tools and its consumer perceived performance, when consumers’ green cognition is an intervening variable. The results indicate that consumers’ cognition quality and brand cognition are significantly affected by the consumer’s age. Besides, the communication tool of public relation may have negative relationships with consumers’ cognition quality and brand cognition; however, these are no statistical significant in the hypothesis tests. Moreover, the output control performance of company will be higher if the communication media has more interactions with consumers and the delivered product information is more consistent. Finally, various channels of communication and marketing will significantly affect the consumer’s purchase intention if these channels are simultaneously used to deliver the related information of green products.
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