Abstract The customer perception was a customer’s knowledge and understanding of environment-friendly products, environmental problems as well as their subsequent effects. Quality perception is very important factor concerning green marketing management and is viewed to be motivational constructs, influencing subsequent consumer behaviours, as well as extensiveness of the decision-making process. The purpose of this study was to analyze factors determining quality perceptions that affect the purchase decision. This research employs an empirical study by means of the questionnaire survey method. The samples were 384 respondents who bought environment-friendly electric appliance products. In order to examine the effect of quality perceptions on purchase decision, multiple regression analysis was performed. The result indicated that purchase decision was significantly affected by quality perceptions concerning performance, worthiness, reliability and product safety.