| Summary: | 碩士 === 朝陽科技大學 === 應用英語系 === 102 === With the rise of environmental conscious, more and more consumers notice that their purchase behavior could have an impact on our environment; thus, owing to this trend, the purpose of this study was to investigate the relationships among ecological sensitivity, environmental concern, consumers’ green attitude, consumers’ green purchasing and government policy. Participants were 301 individuals in central Taiwan. Questionnaire was composed of six parts to measure consumers’ conceptions towards green products. After data analyzing, the results showed that there were significant and positive relationship among ecological sensitivity, environmental concern, green attitude, green purchasing and government policy. Thus, the finding provided some new insight to the field of green marketing.
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