本研究探討綠色行銷應用在台灣有機農產品通路中，對消費者購買意願的影響。近年來由於健康概念與環保意識抬頭，消費者對於能夠環境友好的有機農產品需求漸增，企業採行綠色行銷策略是對市場趨勢的回應，也是企業社會責任的落實。
本研究是以便利抽樣方式進行問卷資料之收集，透過網路問卷方式進行調查，而抽樣對象是以20歲以上，近一年內有購買有農機產品的消費者為主。
研究結果顯示，綠色行銷與消費者之購買意願為顯著正相關，本假說獲得支持。換言之，企業採行綠色行銷對消費者購買意願有正向的提升。企業若能有效掌控消費者行為與激發其購買意願，並活用綠色行銷的競爭優勢，長期而言，對於企業制定有效的市場推廣策略與建立持久性的競爭優勢是有助益的。
This study explores the application of green marketing in the distribution channels of organic agricultural products in Taiwan and its impact on consumer purchase intentions. In recent years, due to the rise of health consciousness and environmental awareness, there has been an increasing demand among consumers for environmentally friendly organic agricultural products. The adoption of green marketing strategies by companies is a response to market trends and a manifestation of corporate social responsibility.
The research employed a convenience sampling method to collect questionnaire data, conducting surveys through online questionnaires. The target sample consisted primarily of consumers aged 20 and above who had purchased agricultural products within the past year.
The results of the study indicate a significant positive correlation between green marketing and consumer purchase intentions, supporting the hypothesis. In other words, the adoption of green marketing by companies positively influences consumer purchase intentions. If companies can effectively understand consumer behavior, stimulate purchase intentions, and leverage the competitive advantages of green marketing, it can be beneficial in the long term for devising effective marketing strategies and establishing enduring competitive advantages.
