EFFECT OF GREEN PRODUCT DESIGN AND ENVIRONMENTAL SITUATION ON PURCHASE INTENTION

People were shocked by nature's counterattack after species extinction, forest disappearance, rising temperature, climate abnormality, and ozone hole at the end of the 20th century. For the sake of descendants, people stressed more on environmental issues to protect the natural environment. Nowadays, a lot of enterprises start to emphasise environmental protection, develop business strategies based on environmental protection, and practice the ideas of sustained yield and circular economy. For instance, circular production planning is preceded in the production, research and development, and manufacturing, renewable resources are used, and environment-related activities are actively held or sponsored, expecting to make efforts towards the sustainable development of enterprises. General consumers in Kaohsiung, Taiwan, as the research objects, are distributed 360 copies of the questionnaire, and 241 valid copies are retrieved, with a retrieval rate of 67%. According to the results to propose suggestions, it is expected to help domestic enterprises accurately analyse consumer market information for drawing green product design strategies suitable for the enterprises.