隨著經濟不斷發展，資源的過度消耗等環境議題相繼產生，使消費者逐漸重視綠色消費。而過去研究主要探討環保產品的消費者行爲，較少綠色家電的消費行爲，而其中又以技術和應用層面的研究領域居多，消費端的研究則是明顯不足。本研究以台灣綠色家電產品的使用者與潛在使用者作為研究對象，透過網絡問卷共收集521份有效樣本。本研究是以先前之研究為理論基礎，結合文化（集體主義）、政治（政治行動）、道德（道義論）等變數，並運用統計軟體SPSS進行迴歸分析，探討消費者對綠色家電產品的購買意願。
從本研究結果可知，愈具有集體主義的消費者，對其本身的環境態度愈正向 ；愈具有政治活躍性的消費者，對其本身的環境態度愈正向；愈具有道義傾向的消費者，對其本身的態度愈正向；態度對購買意圖產生顯著的正向影響。整體而言，本研究貢獻有助於集體主義、政治行動、道義論等相關文獻的暸解。最後，本研究亦提出研究限制以及未來研究方向。

Owing to the emergence of the global economy, environmental issues such as the excessive consumption of resources have received increased attention to the commu-nity and society, especially in recent years. The environmental awareness and living standards have prompted the consumers toward green consumption. Thus far, re-searchers mainly focused on the consumers’ behavior on environmentally friendly products and there is relatively less research on the consumer’s behavior of green home appliances.Concretely, most research works concern the technology and the ap-plications, while the investigation on the consumer perspective is lacking. In this study, the goal is to analyze the behavior of the consumers and potential consumers of green household electrical appliances in Taiwan. Concisely, a total of 521 valid samples were collected through the online questionnaire. Referring the past research, the variables involved are the culture (collectivism), politics (political action), morality (moral doc-trine), etc. Then, the SPSS statistical software is utilized to perform the regression analysis in order to evaluate the purchase intention toward the green home appliances.
Experiment results demonstrate that the more the collectivist consumers, the stronger the consumers’ attitude in concerning the environment. Besides, the politi-cally active consumers usually more concern in their environment. Moreover, environ-mental ethics seeks to prescribe an ethical rationale to environmentalism. It is worth highlighting that the attitude of the consumers has a significant positive impact on purchase intentions. Overall, this study provides a great insight into the consumer purchase intention toward green home appliances in the aspects of collectivism, polit-ical action, and morality. Last but not least, this study also points out several research limitations and some future research directions.

目錄
誌謝I
中文摘要II
英文摘要III
目錄V
圖目錄VII
表目錄VIII
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 研究範圍6
第五節 研究流程7
第二章 文獻探討8
第一節 環保家電的演進歷程介紹8
第二節 集體主義13
第三節 政治行動14
第四節 道義論15
第五節 綠色消費者態度16
第六節 消費者購買意願17
第七節 消費者行爲18




第三章 研究方法20
第一節 研究架構20
第二節 研究假設22
第三節 操作型定義與問項衡量27
第四節 抽樣方法與問卷設計35
第四章 研究結果分析36
第一節 敍述性統計36
第二節 消費者對綠色環保家電的認知與評價42
第三節 因素分析46
第四節 信度與效度分析50
第五節 相關分析52
第六節 迴歸分析54
第五章 研究結論與建議58
第一節 研究結論58
第二節 研究貢獻與管理意涵60
第三節 研究限制62
第四節 研究建議63
參考文獻64
附錄一 正式問卷79






圖目錄
圖 1 1 研究流程圖	7
圖 3 1 本研究之觀念架構	21
圖 4 1 整體有效樣本之性別分佈情形	36
圖 4 2 整體有效樣本之年齡分布情形	37
圖 4 3 整體有效樣本之教育程度分佈情形	38
圖 4 4 整體有效樣本之婚姻狀況分佈情形	39
圖 4 5整體有效樣本之職業分佈情形	40
圖4 6整體有效樣本之平均月收入分佈情形	41
圖 4 7受訪者對於是否知道綠色環保家電之分佈情形	42
圖4 8受訪者對於是否使用過綠色環保家電之分佈情形	43
圖 4 9用戶經常使用哪些綠色家電產品之分佈情形（複選）	44
圖4 10用戶最近半年最常使用哪些綠色家電產品之分佈情形（複選）	45




表目錄

表-2-1各國的綠色環保標章制度11
表-3-1集體主義問項衡量27
表-3-2政治行動問項衡量28
表-3-3道義論問項衡量29
表-3-4態度問項衡量30
表-3-5購買意願問項衡量31
表-3-6人口統計變數問項衡量33
表-4-1KMO係數衡量標準46
表-4-2KMO與BARLETT檢定結果47
表-4-3第二次因素分析結果48
表-4-4可信度與CRONBACH A 係數之對照表50
表-4-5本研究信度分析表51
表-4-6相關分析結果52
表-4-7線性回歸分析結果55
表-4-8線性回歸分析結果56
表-4-9研究假設與實證結果57

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