本文嘗試由社會行銷的觀點檢視政府的節能減碳措施，共蒐集 2010 年至2012 年間，教育部、環保署與交通部會所辦理的 118 項節能減碳措施。透過內容分析與深度訪談，發現政府偏好採用「競賽」與「活動」的方式推動節能減碳，但應用社會行銷原理推動行為改變的運用不足。訊息訴求傾向理性的「公民義務」，缺乏針對民眾感受與需求的切身性資訊。此外，政府部門負責執行節能減碳計畫的組織層級偏低，也出現欠缺執行力、政策不明確、配套措施不完備等問題。致使民眾雖然認知節能減碳，但難以激發企圖心及參與感，也就不易將環境風險的認同轉化為具體的支持行動。

This study tries to apply the principles and techniques of “social marketing”, to examine 118 government projects which relate to energy conservation and carbon reduction. Through content analysis and depth interview, we found that government prefer adapting “competition” and “activity” to promote energy conservation and carbon reduction; which is easy to appeal to people involved, but lack of social marketing elements of behavior change application. The message of these 118 projects focus on rational appeal, stressing on civic duty, lack of personal feeling and needs. In addition, the government department responsible for the implementation of “Energy Conservation & Carbon Reduction” lacks executive power and belongs to lower hierarchy organization. Moreover, the policy of “Energy Conservation & Carbon Reduction” is not clear enough, and the supporting measures are not complete. Therefore, people perceive the importance of "Energy Conservation & Carbon Reduction”, but it is difficult to generate sense of participation to involve in promoted projects. The theoretical models of social marketing provides 12 successful key elements, which could help to change and sustain behavior of “Energy Conservation & Carbon Reduction”.