近年來人們為了愛護地球，力求節能減碳。企業除了採用綠色行銷，消費者亦須建立自願簡單消費意識，並實行綠色消費行為。最貼近大家生活的便利商店亦參與營造綠色採購環境，期望能引導消費者有正確綠色消費的觀念，並吸引具有綠色消費行為的消費者。 本研究以便利商店的消費者為研究對象，探討消費者的自願簡單消費意識、綠色消費行為與業者綠色行銷三者間之關係。以系統法在高雄地區針對便利連鎖商店之顧客發放300 份問卷，及SPSS12.0 進行統計分析。研究發現，消費者之自願簡單消費意識因消費者之年齡差異與平均收入差異而有顯著不同。消費者之自願簡單消費意識對綠色消費行為及綠色行銷呈中度正相關；綠色消費行為與綠色行銷亦呈中度正相關。

Saving energy and reducing carbon consumption have long been considered as the obligation of the citizen of the globe village. Green consumption on the side of consumers, and green marketing on the side of business seem to occur in the same time as a result of recent environment crisis, especially the consumers reduce their consumption voluntarily. Present study was a study on the correspondence between the green marketing in convenience chain stores and the consumer’s voluntary-simplicity and the green consumption behaviors. 300 questionnaires were issued to the customers of convenience chain stores in the area of great Kaohsiung. The results of the evaluation of the valid questionnaires were discussed. The consumers’ age and income play a great role in their voluntary-simplicity. Their voluntary-simplicity is moderate related to their green consumption behavior and the business green marketing. Their green consumption behavior is also moderate related to the business green marketing.