近年由於氣候變遷及能源的耗竭，消費者對於綠色產品的接受度升高，綠色消費儼然已成為新的消費趨勢。但企業逐漸發現，過去純粹追求綠色產品的品質提升及技術研發，對於刺激消費者購買綠色產品的慾望明顯不足，唯有讓產品特色能簡單明瞭地使消費者熟悉了解，對於綠色產品的推展才有明顯助力。其中，又以綠色電器與消費者生活密切相關，綠色電器相較一般電器的高售價，在消費者選購產品時，對於產品綠色屬性的重視程度，是否會因為環境關切程度與社經資料的變化而影響其購買意願，是本研究所欲探討的議題。
本研究針對具有省能源特性的綠色電器，選定冷氣及洗衣機為研究對象，根據消費者對綠色電器選購的重視層面，對冷氣選定：產品使用壽命、冷房能力、產品價格、變頻能力、EER值五種屬性；對洗衣機選定：產品使用壽命、清洗體積、產品價格、產品類型、變頻能力五種屬性，運用聯合分析法評估消費者對於產品的屬性水準偏好結構差異，分別計算出消費者對變頻能力有無、EER值高低等水準值的願付價格差價；接著探討環境關切程度和人口統計變數對願付差價的影響關係。利用分析結果建立價格方程式，最後給予廠商銷售上的定價建議。

Because of climate changes and exhaustion of energy in recent years, consumers rise to acceptance degree of the green products, green consumption has already solemnly become the new consumption trend. But enterprises find gradually, the quality that pursued the green products completely in the past was improved and technology was researched and developed, the desire that consumers buy the green products is obviously insufficient for irritating. Only enable the products special to make consumers familiarize with simply and clearly, just have obvious helping hand as to the pushing of green products. Among them, with getting green electric apparatus and consumer life closely related with, getting green electric apparatus than general high price of electric apparatus looks, when consumers choose the products, the attention degree to the green attribute of the products, can buy the will by change but influence their of materials by environmental concern intensity and society, it is the topic that this research institute wants to probe into.
This research selects air conditioning and washing machine as the research object to having green electric apparatus of energy characteristic of province, according to the attention aspect which consumers chose to green electric apparatus, select the air conditioning: Service life of products, ability of cold room, product cost, frequency conversion ability, EER are worth five kinds of attribute; Select the washing machine: Service life of products, washing five kinds of attribute of volume, product cost, products type, frequency conversion ability, using and uniting the analytic approach will assess consumers to have a partiality for the structural difference to the attribute level of the products, calculate consumer willing to pay the price differential of prices to horizontal value such as the ability, EER value level of frequency conversion separately; Then probe into the environmental concern intensity and relation of influence on wishing to pay price differential of demographic parameter. Utilize the analysis result to set up the equation preface of prices, sell pricing on to propose for the manufacturer finally.

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中文部份
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網頁部分
1. 經濟部能源局
http://www.moeaboe.gov.tw/news/newslist.aspx
2. LG
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3. 國際牌
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4. 聲寶
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5. 三洋
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6. 大同
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7. 東元
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8. 歌林
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9. 綠色生活資訊網
http://greenliving.epa.gov.tw/GreenLife/green-life/index.aspx
10. 節約用水資訊網
http://www.wcis.itri.org.tw/
11. 節能標章資訊網
http://www.energylabel.org.tw/index.asp
12. 台灣自來水公司
http://www.water.gov.tw/