近年來，全球環境變遷、環境汙染日益嚴重，逐漸影響人類的生活與安全。然而，世界各國政府開始推動有關環保政策與法令，企業從事生產綠色產品推行綠色消費，消費者也開始重視環保議題進而影響其消費行為，因此綠色商品儼然成為新的消費趨勢。
    本研究以台灣地區18歲以上之一般消費者為研究對象，探討消費者之環境相關變數、社會規範、幸福感、購買意圖與購買行為之關係，並加入市場中常見的環保標章、環保商品判斷消費者之購買決策。本研究問卷以紙本與網路輔助方式進行發放，為期4個月，共發放727份問卷，回收之有效樣本為649份，有效回收率為89.27％。本研究運用SPSS與AMOS統計軟體進行資料分析，在信度分析方面，Cronbach’s α 值皆大於0.7，顯示使用之量表皆具備良好信度，並以驗證性因素分析、集群分析及對應分析對變數之因果進行探究。
    研究結果發現，消費者對綠色商品購買意圖與其購買行為呈現顯著相關，這表示不論是具有環保標章認證之商品或標榜對環境友善之商品，大部分的消費者皆會去購買此類產品。在知識方面，由於教育的普及不論男性或女性所具備之環保知識並無差異，但消費者之環境知識對環境態度卻不具顯著關係；而影響環境態度最重要的因素卻是環境關注。另外，針對目前市場中的環保標章，消費者對於回收標誌與台灣綠色環保標章最為熟悉。雖然大部分的消費者具備環保知識但其對環境態度卻不明確，然而，政府與企業應該極力推廣環境相關的知識與概念，提升民眾對環境保護的認知，進而改變其對環境的態度、從事有利於環境的行為活動。

In recent years, global climate change and environmental pollution are worsening gradually. This condition has affected human life and safety. However, governments around the world begin to promote policies and laws on environmental protection, and enterprises engage in the production of green products and implement green consumption. Consumers are starting to care about environmental issues and thus affect their consuming behavior. Therefore, green products seem to have become the new consuming trends.
     In this thesis, the main research object over 18 years consumers in Taiwan, explores the relationship between consumers' environment-related variables, social norms, well-being, purchase intention and buying behavior and joins eco-labeling markets, environmental goods to determine consumer buying decisions. The research undertakes the methods of questionnaires in paper supplemented by the network. The size of sampling is 727 samples with 649 valid samples, the valid response rate is 87.27% . Using SPSS and AMOS statistical software for data analysis, the Cronbach’s α values are all above 0.7, it shows the scale has great validity and reliability. In order to explore the effect of dimensions uses confirmatory factor analysis, cluster analysis and correspondence analysis.
     The result shows that consumers’ purchase intention will directly effect on purchase behavior in green products. That means no matter the eco- labeling certification of goods or environmentally friendly products advertised, most of the consumers are going to buy these products. Due to the widespread education, whether male or female have the same scale on environmental knowledge. The consumers' environmental knowledge does not effect on environmental attitudes. However, the most important factor which affects the environmental attitudes is environmental concerns. In addition, consumers are most familiar with recycling symbol and Taiwan green mark in current the market eco-labels. Although most consumers have environmental knowledge, their attitudes to the environment are not clear. However, to enhance public awareness of environmental protection, government and enterprises should strongly promote environment-related knowledge and concepts. This way should change consumers’ attitude towards the environment and let them undertake activities about the favorable environmental behavior.

目   錄
目   錄                                                	IV
表目錄                                                  	VI
圖目錄	                                              VIII
第一章	緒論                                      	 1
第一節	研究背景                                         	 1
第二節	研究動機與目的                                    	 3
第三節	研究流程                                       	 4
第二章	文獻探討                                   	 5
第一節	環境知識                                         	 5
第二節	環境意識                                  	10
第三節	環境關注                                   	17
第四節	社會規範                                    	20
第五節	環境態度                                         	25
第六節	購買意圖                                     	33
第七節	購買行為                                     	36
第八節	幸福感                                       	44
第九節	環保標章                                        	48
第十節	綠色產品                                        	52
第三章	研究方法                                    	55
第一節	研究架構與假設                                	55
第二節	問卷設計                                  	58
第三節	樣本前測分析	                                63
第四節	資料分析方法                                    	71
第四章	資料分析	                                        74
第一節	研究對象與抽樣方法                              	74
第二節	信度與效度分析	                                76
第三節	Pearson相關分析                            	77
第四節	驗證性因素分析與假設驗證	                        78
第五節	集群分析            	                        85
第六節	模型二的比較分析	                                86
第七節	環保標章、衛生紙品牌之選擇與綠色產品購買情形之分析	90
第八節	消費者之環境知識與關注程度對綠色商品購買情形	        92
第九節	對應分析	                                        94
第五章	結論與建議	                               101
第一節	研究結果	                                       101
第二節	管理意涵                                 	       103
第三節	研究限制與建議	                               104
參考文獻	                                               105
一、中文文獻	                                       105
二、英文文獻	                                       111
附錄	                                               124
附錄一 本研究量表	                                       124

表目錄
表2-1  環境知識定義	                                 6
表2-2  環境意識定義	                                11
表2-3  環境關注定義	                                18
表2-4  社會規範定義	                                21
表2-5  態度定義	                                        27
表2-6  環境態度定義	                                30
表2-7  購買意圖定義	                                34
表2-8  購買行為定義	                                37
表2-9  幸福感定義	                                        45
表2-10 環保標章介紹	                                50
表2-11 綠色產品定義	                                53
表3-1  環境知識量表題項	                                59
表3-2  環境意識量表題項	                                59
表3-3  環境關注量表題項	                                59
表3-4  社會規範量表題項                              	60
表3-5  環境態度量表題項	                                60
表3-6  購買意圖量表題項	                                61
表3-7  購買行為量表題項	                                61
表3-8  幸福感量表題項	                                62
表3-9  環保標章                                   	63
表3-10 前測基本資料分析	                                64
表3-11 環境知識信度(前測)                           	65
表3-12 環境意識信度(前測)                            	66
表3-13 環境關注信度(前測)                           	66
表3-14 社會規範信度(前測)	                                67
表3-15 環境結果態度信度(前測)                        	67
表3-16 環境結果態度信度(前測)                        	68
表3-17 個人結果態度信度(前測)                        	68
表3-18 購買意圖信度(前測)                           	69
表3-19 購買意圖信度(前測)                           	69
表3-20 購買意圖信度(前測)                           	69
表3-21 購買行為信度(前測)                           	70
表3-22 幸福感信度(前測)                              	70
表3-23 信度分析判斷標準                             	71
表3-24 相關分析判斷指標                              	72
表4-1  紙本問卷發放數與有效問卷數比例                 	74
表4-2  網路問卷發放數與有效問卷數比例                 	74
表4-3  台灣各地區人口資料與問卷回收情形                	75
表4-4  人口統計變數分析	                                75
表4-5  信度分析統整表格	                                77
表4-6  構面之Pearson相關分析                       	78
表4-7  收斂效度分析結果                               	79
表4-8  區別效度分析結果                             	81
表4-9  配適度彙整表(模型一)                         	82
表4-10  SEM路徑分析結果(模型一)                          	83
表4-11 推論假設結果(模型一)                         	84
表4-12 環境知識與購買行為集群分析                       	85
表4-13 購買行為與幸福感集群分析                      	86
表4-14 模型二配適度彙整表                            	87
表4-15 模型二之SEM路徑分析結果                              	88
表4-16 模型二假設結果                                 	89
表4-17 標章分析結果                                	90
表4-18 衛生紙品牌選擇結果                               	91
表4-19 綠色產品購買結果                                	91
表4-20 消費者之環境知識程度與瓶中樹產品之購買情形            	92
表4-21 消費者之環境知識程度與雨林咖啡之購買情形         	92
表4-22 消費者之環境關注程度與瓶中樹產品之購買情形        	93
表4-23 消費者之環境關注程度與雨林咖啡之購買情形         	93

圖目錄
圖1-1 研究流程圖                                           4
圖2-1 個人主觀環境意識建構圖                              	15
圖2-2 環境意識的概念背景圖                                	15
圖2-3 環境認知、意識、運動的因果架構圖                      	16
圖2-4 消費者行為模式圖                                    	38
圖2-5  Nicosia消費者行為模式圖                       	39
圖2-6  EKB消費者決策模式圖                          	40
圖2-7  Howard & Sheth 消費者購買行為模式圖              	43
圖3-1 研究架構(模型一)	                                55
圖4-1 SEM架構圖(模型一)	                                82
圖4-2 模型二架構圖                                       	86
圖4-3 模型二之SEM 架構圖                                 	87
圖4-4 環境知識、性別、人格特質之對應分析               	94
圖4-5 環境關注、性別、人格特質之對應分析               	95
圖4-6 購買行為、個人平均收入、人格特質之對應分析          	96
圖4-7 購買行為、個人平均收入與衛生紙品牌選擇之對應分析      	97
圖4-8 幸福感、年齡與市場實際產品(瓶中樹沐浴乳/洗髮精)之對應分析	98
圖4-9 幸福感、年齡與市場實際產品(雨林咖啡)之對應分析      	99

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