綠色產品消費在近年來不斷大幅成長，綠色行銷也是許多企業所使用的策略，然而目前有許多新聞指出有些企業會使用「漂綠」的方式而不是真正的參與環保，過去許多研究指出廠商推出綠色產品會使消費者對品牌有正面的看法，但另一方面也有學者不這麼認為。過去關於綠色產品的相關研究多是著重於典型綠色消費者、如何制定綠色行銷策略與如何選擇適合的綠色行銷策略，但是對於綠色產品及其行銷策略對於品牌的影響則較少有所著墨。
有鑑於以上所提到的背景、市場趨勢與目前文獻的缺口，於本研究將會探討當廠商推出綠色產品時，其綠色產品特性將會如何影響品牌知覺價值，並如何進而影響消費者的購買意願，並且探討訊息框架以及公司信用程度在綠色產品特性對於品牌知覺價值的正面影響上的調節效果。
本研究使用網路問卷調查的方式蒐集資料，總共收集了407份問卷，其中有效問卷共337分。問卷資料以敘述性統計分析、因素分析、信度與效度分析、相關分析，最後再以迴歸分析探究假設的成立與否。
本研究最後得出的結果如下：(1)綠色產品特性會對品牌知覺價值有正面顯著的影響；(2)品牌知覺價值對消費者購買意願有正面顯著的影響；(3)品牌知覺價值在綠色產品特性與消費者購買意願有部分中介效果；(4)訊息框架在綠色產品特性對品牌知覺價值的影響上並無顯著的調節效果，可能是受到消費者資訊收集能力的提升，因此消費者會選擇較相信其他顧客對於品牌的評價；(5)公司信用程度在綠色產品特性對品牌知覺價值的影響上並無顯著的調節效果，可能是受到其他消費者的口碑訊息的影響，消費者傾向較無商業色彩的口碑訊息。

Green product consumption is growing rapidly over these years, and green marketing is also a strategy which commonly used by firms nowadays. According to previous research, some scholars stated that green marketing would cause positive influence on brand, while others didn’t think so. In past few years, the researches of green product focus on classic green consumers, how to make green marketing strategy and how to choose green marketing strategy, seldom of them focus on the impact on brand. Therefore, this research focus on when company introduces new product, how the green attributes affect brand perceived value and how will it affect purchase intention of the brand. The result showed that The green attribute of the newly introduced product has positive influence on brand perceived value, and it also increases the purchase intention of consumers. It was also found that the moderating effect of message framing and firm credibility is not significant on the positive effect of green attributes to brand perceived value.

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