本研究旨在於探討消費者對綠色智能認知之差異，並了解消費者的綠色EQ認知對碳足跡標章知覺與品牌評價三者之間的關係。本研究根據四種已申請碳足跡標章的瓶裝水品牌的產品為例，透過消費者對碳足跡產品的瞭解，及對本身綠色EQ的認知，探討瓶裝水在碳足跡標章知覺的中介情況之下，對於品牌評價的影響；也利用品牌的干擾情境探討對綠色智能的影響。研究結果顯示，消費者的個人屬性對綠色智能均無顯著影響；消費者的綠色EQ高會正向影響對碳足跡標章知覺與品牌評價的認知；由於綠色EQ經由對碳足跡標章知覺正向影響品牌評價，因此碳足跡標章知覺是 具有部分中介效果的。品牌的干擾效果是存在的，當碳足跡標章明顯標示在產品包裝時，消費者在對碳足跡標章知覺與品牌評價的感受力度會比沒有標示的品牌強。整體而言，藉由消費者對產品碳足跡標章知覺的表現，綠色EQ會正向影響對產品品牌評價的認知。本研究建議，加強消費者對綠色EQ的認知，能有效提昇對碳足跡環保標章知覺認知，且在企業品牌宣導碳足跡標章時，也能有效影響消費者對品牌評價的提升。

The study aims to investigate the difference of perception of the consumer toward ecological intelligence, and to understand the relationships among brand evaluation, carbon footprint mark and ecological intelligence of the consumer. In the study, four bottled water products which had applied for carbon footprint mark, were adopted as examples, through the consumer understanding toward carbon footprint mark, and perception of ecological intelligence, explored the impact to brand evaluation of bottled water under the intermediary situation of perception of carbon footprint mark; also utilized interfering scenario of brand to explore its impact toward ecological intelligence. The study results show there is no obvious impact from the consumer attributes toward carbon footprint mark; the ecological intelligence level of the consumer has positive impact toward the perception of carbon footprint mark and brand evaluation; owing to the positive impact of ecological intelligence toward brand evaluation through carbon footprint mark perception, thereby, carbon footprint mark perception has partial intermediary efficacy. The interfering efficacy of brand existed, when carbon footprint mark were clearly labeled on the product package, the consumer feeling level would be stronger than the brand without that. Overall, through the consumer reaction to perception of product carbon footprint mark, ecological intelligence has positive impact toward the perception of product brand evaluation. The study suggests that by enhancing perception of ecological intelligence to the consumer, will effectively enhance perception toward awareness of carbon footprint mark of environmental protection, and while the enterprise brands are promoting carbon footprint mark, will also effectively impact enhancing consumer evaluation to brands.