地球生態的變遷使人們意識到自身行為對環境影響之重要性，消費者開始改變以往傳統消費行為，希望藉由落實環保行為或是透過購買環境友善商品以改善環境，許多綠色企業嗅到此類商機隨之推出綠色商品，並推廣綠色行銷，過往學者將此行為定義為親環境行為，係指跟環境有關的行動，其中牽涉了廣泛的情緒和渴望，像是以特定行為方式去保護環境的自願性，有效的利用能源、減少浪費和使用對地球無害的資源都是親環境行為的一種，並以不同角度探討親環境行為之前因。
    本研究針對消費者，以計畫行為理論探討其購買綠色商品之前因，並將親環境行為意圖細分為綠色購買行為意圖及良好公民行為意圖，此外，基於綠色生活逐漸成為時尚潮流，綠色商品也成為一種時尚的代表，本研究加入時尚導向人格特質探討其是否會影響消費者購買綠色商品的程度。
    本研究以一般大眾消費者為研究對象，以網路問卷方式回收915份有效問卷，採用路經分析。結果發現環境意識、個人規範及消費者效能認知對綠色購買行為意圖及良好公民行為意圖具有正向影響，其中綠色購買行為意圖對綠色購買行為具有正向關係，消費者之時尚導向的確會影響其購買綠色商品的程度。最後，針對上述結果，本研究提出相關理論意涵與管理建議。

The changes in the earth's ecology make people aware of the importance of their actions to the environment. Consumers are beginning to change their traditional consumption behaviors, hoping to improve the environment by implementing environmental protection behaviors or by purchasing eco friendly products. Many green companies find such opportunities and launch green products as well as promote green marketing. Such behaviors are defined as pro-environmental behavior, which refers to environment-related activities that include a wide range of emotions and desires as well as a willingness to act in a particular way toward the environment. These behaviors may be positive or negative. Efficient use of energy, reducing waste, and using no materials harmful to the environment are examples of pro-environmental behaviors. In the past, scholars have explored the causes of pro-environmental behavior from different angles. 
    This study is aimed at consumers, using the theory of planned behavior to explore the reasons for green purchase behaviors, and subdividing the intentions of pro-environmental behavior into green purchase behavior intentions and good citizen behavior intentions. In addition, based on the fact that green life is gradually becoming a fashion trend and green commodities have become a fashion representative. This study adds fashion-oriented personality traits to explore whether it will affect the extent to which consumers buy green goods. 
    This study is based on the general consumers with 915 valid questionnaires being collected by online methods and adopted path analysis. The results show that environmental consciousness, personal norms and perceived consumer effectiveness have a positive impact on green purchase behavior intentions and good citizen behavior intentions. Among them, green purchase behavior intentions have positive relationship with green purchase behaviors, and consumer fashion trend does affect the extent to which they purchase green commodities. Last, this study also suggests related theories and the implications for the management in practice.

目錄I
表目錄III
圖目錄IV
第一章	緒論1
第一節	研究背景1
第二節	研究動機3
第三節	研究目的5
第四節	研究流程6
第五節	研究流程6
第二章	文獻探討8
第一節	消費者之親環境行為8
第二節	親環境行為之分類10
第三節	消費者親環境行為意圖之分類13
第四節	影響綠色購買行為意圖及良好公民行為意圖之前因15
第五節	綠色購買行為19
第六節	綠色購買行為意圖與良好公民行為意圖之中介效果20
第七節	時尚導向之調節效果21
第三章	研究方法22
第一節	研究架構22
第二節	研究設計22
第三節	變數衡量23
第四節	信效度分析25
第四章	結果與討論28
第一節	敘述統計28
第二節	差異分析30
第三節	相關分析37
第四節	路徑分析39
第五節	中介效果之檢定41
第六節	調節效果之檢定43
第七節	假設驗證46
第五章 結論與建議47
第一節	研究結論47
第二節	理論意涵50
第三節	實務意涵52
第四節	研究建議與限制53
參考文獻54

表目錄
表2-1 親環境行為之分類	10
表2-2 親環境行為之導向分類	11
表2-3 不同領域親環境行為之分類	11
表2-3 不同領域親環境行為之分類(續)	12
表3-1 研究變數之收斂效度表	26
表3-2 變數之信度表	26
表3-3 內部一致性組合信度表	27
表4-1 問卷回收人口統計特徵分析表	29
表4-2 身份與各變數間差異分析	30
表4-3性別與各變數間差異分析	31
表4-4 婚姻狀況與各變數間差異分析	32
表4-5 學歷與各變數間差異分析	33
表4-6 行業別與各變數間差異分析	34
表4-7 年齡與各變數間差異分析	35
表4-8 個人月收入與各變數間差異分析	36
表4-9 研究變數之平均數、標準差以及相關係數表	38
表4-10路徑係數t檢定	40
表4-11 Sobel檢驗與拔靴法的中介效果檢定表	42
表4-12 高時尚導向及低時尚導向路徑係數t檢定比較表	45
表4-13本研究各項假設驗證成果	46

 
圖目錄
圖1-1 研究流程圖	7
圖2-1 計畫行為理論架構圖	16
圖3-1 研究架構圖	22
圖4-1 路徑架構關係圖	39
圖4-2 高時尚導向之路徑架構關係圖	43
圖4-3 低時尚導向之路徑架構關係圖	44

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