近年來全球暖化議題被重視，加上消費者對環保意識和生活水準的提高，使綠色家電產品漸漸獲得消費者的青睞。為迎合全球低碳趨勢，許多跨國企業也紛紛投入綠色家電市場，在追求減碳的同時，馬來西亞業者也看好國內市場的發展潛力。據此，本研究將針對馬來西亞綠色家電產品市場中，消費者對綠色家電產品的相關購買行為進行探討。
    本研究以Ajzen於1985年所提出的計畫行為理論為基礎，來探討「主觀規範」、「態度」與「知覺行為控制」是否會對消費者的綠色家電產品購買行為有所影響，以及態度所扮演的中介角色。
    本研究使用 SPSS 22.0 版與 LISREL 8.7 版作為資料分析之工具，並透過結構方程模式分析來驗證本研究假說，並得出以下結論：
 一、消費者對綠色家電產品之主觀規範與知覺行為控制，會顯著地影響購買意願。
 二、主觀規範亦可利用態度作為中介，進一步強化購買意願之形成。

In the recent years, global warming has been one of the most alarming concerns. The researchers apprise that its consequences can be calamitous if the appropriate measures are not taken. To address this rapidly growing issue, this topic has received the attention due and consumers’ awareness of environmental protection have increase. This has altered the living standards of consumers, which have gradually made green home appliances more favourable to them. In addition, many multinational companies have also invested in the green appliance market in order to cater to this changing trend. Meanwhile in Malaysia, the outlook of the development of local companies is promising when it comes to reducing carbon usage. Proceeding from this, this study will focus on the consumer purchase behaviour of green household appliances in the green home appliance market in Malaysia. 
    This study is based on Ajzen (1985)'s TPB model and it is used as a foundation to discuss whether subjective norms, attitudes, and perceptual behavioural control have an impact on consumers' investment in green household products and the intermediary role of attitudes. 
    This study used SPSS 22.0 and LISREL 8.7 as the data analysis software. There are two findings from the research: 
1. The subjective norms of consumers and their perceived behavioural control of green home appliances will significantly affect their purchase intentions. 
2. Subjective norm can also use attitude as a mediation to reinforce the formation of purchase intention.

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	4
第三節 研究目的	5
第四節 研究範圍及對象	6
第五節 研究流程	7
第二章 文獻回顧與探討	8
第一節 綠色環保家電的演進歷程介紹	8
第二節 計畫行為理論	22
第三章 研究設計	41
第一節 研究架構	41
第二節 研究假說	43
第三節 研究變數之操作性定義與衡量	46
第四節 研究設計	50
第五節 資料分析方法	52
第四章 資料分析與結果	57
第一節 敘述性統計分析	57
第二節 消費者對綠色環保家電的認知與評價	63
第三節 線性結構方程模式分析	66
第五章 研究結論與發現	79
第一節 研究結論	79
第二節 研究發現	80
第三節 研究限制與未來研究建議	83
參考文獻	84
一、中文部份	84
二、英文部份	87
三、網路部份	94
附錄 研究問卷	95
	
 
表目錄

表 2 1各國的綠色環保標章制度	11
表 2 2各國的綠色家電產品認證標章制度	16
表 2 3主觀規範定義的相關研究彙整表	27
表 2 4態度定義的相關研究彙整表	29
表 2 5知覺行為控制定義的相關研究彙整表	32
表 2 6購買意圖定義的相關研究彙整表	34
表 2 7國內外計畫行為理論相關研究彙整表	36
表 3 1本研究假說彙整表	45
表 3 2主觀規範之操作性定義與衡量問項	46
表 3 3態度之操作性定義與衡量問項	47
表 3 4知覺行為控制-通路之操作性定義與衡量問項	48
表 3 5知覺行為控制-價格之操作性定義與衡量問項	49
表 3 6問卷發放與回收情形分析表	51
表 3 7 LISREL 參數符號說明及定義	54
表 3 8整體模型之配適度指標	56
表 4 1整體有效樣本之性別分佈情形	57
表 4 2整體有效樣本之年齡分布情形	58
表 4 3整體有效樣本之教育程度分佈情形	59
表 4 4整體有效樣本之婚姻狀況分佈情形	60
表 4 5整體有效樣本之職業分佈情形	61
表 4 6整體有效樣本之平均月收入分佈情形	62
表 4 7受訪者對於是否知道綠色環保家電之分佈情形	63
表 4 8受訪者對於是否使用過綠色環保家電之分佈情形	63
表 4 9用戶經常使用哪些綠色家電產品之分佈情形（複選）	64
表 4 10用戶最常使用哪些綠色家電品牌之分佈情形（複選）	65
表4 11線性結構方程式之相關係數說明	68
表 4 12整體模型之配適度衡量結果	71
表 4 13整體樣本衡量模式之評估	72
表 4 14整體樣本各構面之信度分析表	74
表 4 15整體樣本之研究假說驗證結果	76
表 4 16整體樣本結構關係路徑效果分析 78

 
圖目錄

圖 1 1研究流程圖	7
圖 2 1理性行為理論架構圖	22
圖 2 2計畫行為理論架構圖	26
圖 3 1本研究之觀念架構	42
圖 4 1本研究架構之線性結構關係圖	67
圖 4 2整體樣本結構關係路徑分析圖	77

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三、網路部份
「低碳經濟」http://www.fbblife.com.tw/other/Preview.aspx?ArticleID=2111&UserID=6afbf6e4-d3ef-4a85-87c5-46601a16f240
馬來西亞高效節能方案（SAVE）綠色家電回扣計劃
https://www.cna.com.tw/postwrite/Detail/88969.aspx#.XNrjZpMzZAZ
電子電器產業一直是馬來西亞主要的貿易產品之一
https://books.google.com.tw/books?id=eMQpDwAAQBAJ&pg=PA94&lpg=PA94&dq=%E9%A6%AC%E4%BE%86%E8%A5%BF%E4%BA%9E%E7%B6%A0%E8%89%B2%E5%AE%B6%E9%9B%BB%E5%99%A8&source=bl&ots=WJERxT9jf8&sig=VoZs5mkLj-jWyb24OeZiF-MVtwk&hl=en&sa=X&ved=0ahUKEwjE4JCV2uzbAhUIfd4KHZH3A5QQ6AEINzAC#v=onepage&q=%E9%A6%AC%E4%BE%86%E8%A5%BF%E4%BA%9E%E7%B6%A0%E8%89%B2%E5%AE%B6%E9%9B%BB%E5%99%A8&f=false
馬來西亞家電消費趨勢 節能、多功、網購崛起
https://m.ctee.com.tw/expert/558094d4/9719
BOSCH（博世公司）
https://www.bosch.com/company/sustainability/
產品綠色驗證檢索平台	
http://cogp.greentrade.org.tw/
台灣環境資訊協會
https://e-info.org.tw/node/211825
Energy Star
https://www.energystar.gov/index.cfm?c=appliances.pr_energy_guide