近年來民眾意識到環境破壞日益嚴重，因而重視環境保護，並且開始採行綠色消費。本研究之目的在於探討品牌產品的空瓶回收獎勵活動對消費者購買意圖之影響。據此，本研究之架構一先以「計劃行為理論（TPB）」為基礎，探究消費者面對不同的獎勵誘因時，自備廢棄產品空瓶參與品牌的「空瓶回收獎勵活動」，進而購買的可能因素；架構二再探討不同綠色消費意識之消費者，其參與品牌產品「空瓶回收獎勵活動」所知覺之利益與犧牲、態度與購買意圖的關係。架構一之研究發現：（1）面對不同的誘因類型時，參與品牌產品「空瓶回收獎勵活動」之態度與主觀規範會與消費者的購買意圖構成顯著相關。（2）面對不同的誘因類型時，知覺行為控制是預測消費者購買意圖的關鍵因素。架構二之研究發現：（1）知識價值是形塑不同綠色消費意識之消費者態度的重要前因。（2）知覺犧牲與不同綠色消費意識之消費者的態度有顯著相關。（3）態度扮演預測綠色消費意識弱之消費者購買意圖的關鍵角色。

Awareness of the deterioration of the environment has raised the issue of environmental protection, which in turn has developed green consumption. The purpose of this paper is to elucidate the influence of in-store product recycling programs on consumers’ purchase intentions. Thus, this study will first employ the theory of planned behavior to investigate the impact of different types of incentives on consumers’ purchase intention, and then examine the effect of green consumerism consciousness on attitude toward in-store product recycling programs and customers’ purchase intention. The findings of the 1st framework reveal that under different incentives: (1) Consumers’ purchase intention is significantly related to attitude and subjective norm. (2) Perceived behavioral control is a key determinant of purchase intention. The findings of the 2nd framework suggest that: (1) epistemic value plays an important role in shaping the attitude of customers with different green consumerism consciousness. (2) The attitude of customers with different green consciousness is significantly related to perceived sacrifice. (3) Attitude is a significant predictor of purchase intention for people with weak green consumerism consciousness.

目錄
目錄	I
表目錄	III
圖目錄	V
第一章 緒論	1
第一節	研究背景	1
第二節	研究動機與目的	4
第三節	研究流程	7
第二章 文獻回顧	9
第一節	綠色行銷	9
第二節	綠色消費意識	11
第三節	知覺價值	13
第四節	計劃行為理論	18
第五節	獎勵誘因類型	23
第三章 研究方法	28
第一節	研究架構	28
第二節	研究假設	30
第三節	研究變數之定義與衡量	34
第四節	研究設計	43
第五節	資料分析方法	45
第四章 資料分析與結果	47
第一節	資料初步分析	47
第二節	架構一之假說驗證	59
第三節	架構二之假說驗證	62
第四節	附帶分析	69
第五章 研究結論與管理意涵	70
第一節	研究結論	70
第二節	管理意涵	75
第三節	研究限制與未來研究方向	78
參考文獻	79
附錄一、問卷A–現金折抵	89
附錄二、問卷B–贈品兌換	93

表目錄
表2–1相關學者對於知覺價值的定義	14
表2–2回收與親環境行為的相關研究	22
表3–1研究假說彙整表	33
表3–2態度的操作型定義和衡量題項	34
表3–3主觀規範的操作型定義和衡量題項	35
表3–4知覺行為控制的操作型定義和衡量題項	36
表3–5獎勵誘因的操作型定義和衡量題項	37
表3–6購買意圖的操作型定義和衡量題項	38
表3–7知覺犧牲的操作型定義和衡量題項	39
表3–8知覺利益的操作型定義和衡量題項	41
表3–9綠色消費意識的操作型定義和衡量題項	42
表3–10本研究問卷設計	43
表3–11本研究之問卷回收情況分析表	44
表4–1受測者之性別分佈情形	48
表4–2受測者之年齡分佈情形	48
表4–3受測者之教育程度分佈情形	49
表4–4受測者之職業類別分佈情形	50
表4–5受測者之每月平均可支配所得分佈情形	51
表4–6受測者對品牌產品之「空瓶回收獎勵活動」的認知程度	52
表4–7受測者對推廣「空瓶回收獎勵活動」之品牌的認知程度（複選）	53
表4–8受測者參與品牌「空瓶回收獎勵活動」的經驗	54
表4–9受測者最近一次參與「空瓶回收獎勵活動」的品牌	55
表4–10信度分析彙整表	56
表4–11獎勵誘因類型不同之迴歸模式	60
表4–12知覺利益的各個價值構面與態度之迴歸模式	63
表4–13「綠色消費意識強」之迴歸模式與中介變項檢定	65
表4–14「綠色消費意識弱」之迴歸模式與中介變項檢定	67
表4–15知覺犧牲、知覺利益與態度之未標準化迴歸係數	68
表4–16態度與購買意圖之未標準化迴歸係數	68
表4–17獎勵誘因類型、綠色消費意識對購買意圖影響的ANOVA	69
表5–1研究假說驗證結果彙整表	71
表5–2架構一之研究變數比較彙整表	72
表5–3架構二之研究變數比較彙整表	73

圖目錄
圖1–1歷年垃圾回收性質統計表（%）	2
圖1–2歷年廢容器回收統計表（公斤）	2
圖1–3歷年廢容器回收率統計表（%）	3
圖1–4本研究流程圖	8
圖2–1 Ajzen（1991）計劃行為理論	18
圖2–2 Chandon et al.（2000）促銷利益矩陣	26
圖3–1本研究之研究架構一	29
圖3–2本研究之研究架構二	29

一、	中文部分
1.	中華民國企業永續發展協會（2010年09月15日）。新時事議題–大眾期望不斷昇高。取自：http://www.bcsd.org.tw/domain_node/domaininternational/23/26
2.	卡優新聞網（2012年08月10日）。首創保養品空瓶回收 台北市百貨設點響應。取自：http://www.cardu.com.tw/news/detail.php?nt_pk=6&ns_pk=16969
3.	林姿伶（2012），「環保意識與綠色消費行為之研究：誘因排擠效果之驗證」，國立高雄應用科技大學商務經營研究所碩士論文。
4.	胡凱傑（2003），「應用服務品質量表與知覺價值模式探討旅客再消費意願之影響因素:以汽車客運業為例」國立交通大學運輸科技與管理學系博士論文。
5.	曾忠蕙（2012），「綠色消費情境的價格促銷效果與價格折扣門檻之研究」，行政院國家科學委員會專題研究計劃 成果報告。
6.	黃鈴珮（2012），「政府管制與綠色消費意識對預應式環境策略與績效間關係的干擾效果之研究」，靜宜大學企業管理學系碩士論文。

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