本研究以綠色時尚的角度探討綠色產品與消費者購買意願，並利用網路問卷作調查，共回收581 份有效樣本，本研究以消費者對公司認同理論，並以綠色涉入程度做為干擾變數，進而探討消費者對於綠色時尚服飾的購買意願及影響購買綠色產品意願之關係。
本研究經驗證研究假說，得知以下結論:當消費者對於綠色時尚公司的公司識別與自身感覺愈具綠色識別相似性時，則對於消費者愈具吸引力。當消費者所知覺之綠色時尚公司的公司識別愈具綠色識別獨特性時，則對於消費者愈具吸引力。當消費者對於綠色時尚的公司識別愈具綠色識別尊貴性時，則對於消費者愈具吸引力。當消費者所知覺之公司認同愈具綠色涉入程度時，則對於消費者產生公司認同的相關特性和吸引力評價之間的關係，具有正向干擾效果。消費者所知覺愈具吸引力的公司認同，則愈容易對公司產生認同。消費者所知覺之綠色公司識別吸引力的綠色涉入程度愈高，則對於綠色識別吸引力具有正向干擾效果。研究發現公司認同的相關特性和吸引力評價之間的關係具有干擾作用。消費者所知覺愈具吸引力的公司認同，則愈容易對公司產生認同。當公司的綠色涉入程度愈高，則綠色消費者對於公司愈加認同。

This study explores the willingness of consumers to purchase green products and green fashion, analised by an online questionnaire to conduct surveys.A total of 581 valid samples were recovered. This study based on Consumer-Company Identi-fication and interferes variables with the degree of green involvement to explore the consumer's willingness to buy green fashion apparel and the desire to influence the purchase of green products.
This research has been validated by the research hypothesis and learned the following conclusions:When the consumer recognition the green fashion of the companies is more similar/ distinctiveness / prestige to their own perception of green identity, it is more attractive to consumers. Consumers are aware that when the companies have more environmental awareness, they have an interfering effect on the relationship between the relevant characteristics of the company’s corporate identity and the attractiveness evaluation. It is easier for companies to identify with companies that have become more attractive to consumers. When the company's green involvement is higher, green consumers increasingly identify the company.

中文摘要	I
Abstract	II
誌謝	III
目錄	IV
圖目錄	VI
表目錄	VII
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	3
第三節 研究流程	4
第四節 研究範圍	5
第二章  文獻探討	6
第一節 綠色行銷	6
第二節 綠色消費者行為	9
第三節 綠色消費者態度	12
第四節 消費者與公司認同理論	14
第五節 品牌形象、偏好與忠誠	16
第六節 綠色時尚	18
第七節 綠色行銷相關研究	21
第三章 研究方法	22
第一節 研究架構	22
第二節 研究假說	24
第三節 操作型定義與問項衡量	31
第四節 抽樣方法與問卷設計	42
第四章 研究結果分析	43
第一節 敘述性統計	43
第二節 因素分析	47
第三節 信度與效度分析	50
第四節 相關分析	52
第五節 迴歸分析	54
第五章 研究結論與建議	60
第一節 研究結論	60
第二節 研究貢獻與管理意涵	62
第三節 研究限制	63
第四節 研究建議	64
參考文獻	65
附錄一 本研究問卷	72

圖1-1研究流程圖	4
圖2-1研究之概念性架構圖	23
圖3-1受測者性別分布圖	43
圖3-2受測者性別分布圖	43
圖3-3受測者職業分布圖	44
圖3-4受測者年齡分布圖	45
圖3-5受測者教育程度分布圖	45
圖3-6受測者可支配所得分布圖	46

表1-1識別相似性問像衡量	31
表1-2識別獨特性問項衡量	33
表1-3識別尊貴性問項衡量	35
表1-4識別吸引力問項衡量	36
表1-5公司認同問項衡量	37
表1-6綠色涉入程度問像衡量	39
表2-1人口統計變數的問項衡量	41
表3-1 KMO係數衡量標準	47
表3-2 KMO與Bartlett檢定結果	48
表3-3第二次因素分析結果	49
表3-4可信度與Cronbachα係數之對照表	50
表3-5本研究信度分析表	51
表3-6相關分析結果	52
表3-7線性迴歸分析結果	55

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