A Pragmatic Study on Consumers\' Perception of and Their Preference for the Green Product Information

Therefore, this study is to understand the consumer\'s cognition of green product, and try to clarify what kind of environmental information of product is reliant. First, we used position analysis to clarify the consumer\'s cognition of green product.

Then, we chose paper and electronic motor to be experimental products, and six green marketing factors to make fictitious advertisement for experimental product. By using conjoint analysis, we could explain the influence of environmental information.