台灣是全世界第六個實施環境教育法的國家，環境教育屬政府公共政策，政策的行銷，仍須善用行銷的理論來促使公共政策獲得公眾的接受與支持，進而改善其行為。然環境教育的整體行銷組合及其個別構面，是否得到社區民眾的認同? 亦或改善社區民眾的環保行為？社區民眾要養成環保行為的過程中，親朋好友的支持是否會增強對他們改善環保行為的幫助? 本研究以高雄市300位民眾與60 位里、鄰長為研究對象，採量化的研究方法來做實證性探討。結果發現，整體環境教育的行銷組合會正向影響社區民眾的環保行為，特別是代價與推廣，但措施與推動管道則無顯著效果。社會支持會增強代價與推廣對社區民眾環保行為的改善。這樣的結果顯示，政府在執行社區環境教育措施時，運用社會支持的力量，將有助政策的推動。 Taiwan is the sixth country to enforce the Environmental Education Act. Environmental education is part of the government’s public policy, and policy marketing must be backed with marketing theory to gain acceptance and support from the general public for the public policy. The questions are: Will the environmental education marketing mix and its dimensions be well received by community residents and/or improved the residents’ eco-friendly behaviors? How much influence will friends and relatives have on improved eco-friendly behaviors? 300 residents and 60 village and neighborhood heads in Kaohsiung City are taken as this research subjects. Quantitative research is adopted for an empirical discussion. The finding shows that the environmental education marketing mix has a positive influence on the eco-friendly behaviors of community residents; this is particularly true for raising their awareness of the outcome of eco-unfriendliness and for promoting environmental protection. No significant influence on eco-friendly measures and promotion approaches is found. Social support, a moderating variable employed in this study, is found to strengthen the influence of the knowledge of the outcome of eco-unfriendliness and the promotion of environmental protection on the residents’ eco-friendly behaviors. Social support helps with policy enforcement when the government implements community environmental education.
