隨著時代的進步，人民的生活越來越富裕，飲料店一間接著一間開，環保問題也隨之孕育而生，人手一杯保麗龍杯的飲料杯已經成為司空見慣。現代的當下，氣候異常、冰原融化，就是大自然給我們的最大警惕！若人們若不再好好飲水思源、愛惜我們的地球，最後受傷害的還是人類自己。 本研究主要探討店鋪式飲料行銷策略、消費者環保意識與購買行為關連性之研究，以清心福全為研究對象，並從上門的顧客進行問卷施測。藉由個人基本資料、行銷策略、消費者環保意識、消費者購買行為等四部分的結構是問卷，探討店鋪式飲料社會人口變項與消費者購買行為；社會人口變項與消費者環保意識；行銷策略與消費者購買行為的影響；消費者環保意識與消費者購買行為的影響。 本研究最終發放了150份問卷，並回收了150份問卷。本問卷設計共分為四部分：1.社會人口變項2.行銷策略3.消費者環保意識4.消費者購買行為等四部分。並利用了SPSS進行信度與效度分析、T檢定、變異數分析、相關分析與迴歸分析等統計分析。結果發現：訂價策略與消費者購買行為、市場區隔與消費者購買行為、消費者環保認知與消費者購買行為、消費者綠色消費態度與消費者購買行為皆是呈現顯著正相關。 The purposes of this study were : (1) to investigate the relationships between social-demographic variables and consumer purchasing behavior (2) to explore the relationships between social-demographic variables and consumers’ environmental protection consciousness (3) to examine the relationships between marketing strategies and consumers’ environmental protection consciousness. The primary findings were as follows: (1) there was a significant positive correlation between pricing strategy and consumer purchasing behavior (2) there was a significant positive correlation between market segmentation and consumer purchasing behavior (3) there was a significant positive correlation between consumers’ environmental protection consciousness and consumer purchasing behavior (4) there was a significant positive correlation between consumer’s green consumption attitude and consumer purchasing behavior
