環境對世界的影響越來越嚴重，在各國也開始注意到保護環境的重要性，許多人也開始傾向購買及使用綠色產品。因此本研究以AMOS主架構分析探討在自身健康及環境的關注是否會影響到綠色購買行為。本研究問卷共發放600份問卷，回收有效樣本為559份，回收率達93%。經由信度分析得出構面之Cronbach’s α值皆大於0.8，表示具有良好一致性。再以AMOS分析健康意識經由環境關注及綠色涉入對綠色產品態度與綠色購買意願之影響，而後再探討環境關注及綠色涉入對健康意識到綠色產品態度、綠色產品態度對綠色涉入到綠色購買意願是否有中介效果。結果得出健康意識對環境關注及綠色涉入之間、環境關注及綠色涉入對綠色產品態度、綠色產品態度對綠色購買意願皆有顯著影響，中介效果皆是部分中介效果。以此結果可得知藉由提高健康意識可以提升綠色購買意願。

The environment on the world is becoming more and more serious, and countries are beginning to pay attention to the importance of protecting the environment. Green products start getting a lot of attention. This study adopts the AMOS to analysis main framework, about one's own health and environment affect green purchasing behavior and environmental concerns and green involvement have an intermediary effect on health awareness of green product attitudes. A total of 600 questionnaires were distributed, and 559 valid samples were recovered, with a recovery rate of 93%. Reliability analysis shows that Cronbach’s α values are all greater than 0.8, indicating good consistency. The results show that health awareness has a significant impact on environmental concerns and green involvement, environmental concerns and green involvement on green product attitudes, and green product attitudes have a significant impact on green purchase intentions. The mediation effects are all partial mediation effects. From this result, we can know that by increasing health awareness, we can increase our willingness to buy green.

目錄
中文摘要	I
ABSTRACT	III
目錄	V
表目錄	VII
圖目錄	IX
第一章 緒論	1
第一節 研究背景及動機	1
第二節 研究目的	5
第三節 研究流程	5
第二章 文獻探討	8
第一節 健康意識	8
第二節 環境關注	11
第三節 綠色涉入	14
第四節 綠色產品態度	19
第五節 綠色購買意願	24
第三章 研究方法	29
第一節 研究架構與假設	29
第二節 問卷設計	33
第三節 樣本前測分析	35
第四節 資料分析方法	43
第四章 資料分析	45
第一節 樣本結構及描述性統計分析	45
第二節 單因子變異數分析	50
第三節 信度分析	55
第四節 皮爾森相關分析	55
第五節 結構方程模式分析	56
第六節 研究結果	67
第五章 結論與建議	69
第一節 研究發現	69
第二節 研究建議	72
第三節 研究限制與建議	73
參考文獻	75
中文文獻	75
英文文獻	76
附錄	87
附錄一 本研究問卷 	87

 
表目錄
表1-2 食安五環之評比	3
表2-1 健康意識相關文獻	9
表2-2 環境關注相關文獻	12
表2-3 涉入相關文獻	16
表2-4 綠色涉入相關文獻	18
表2-5 產品態度相關文獻	20
表2-6 綠色產品態度相關文獻	22
表2-7 購買意願相關文獻	24
表2-8 綠色購買意願相關文獻	27
表2-8 綠色購買意願相關文獻(續)	28
表3-1 前測基本資料分析表	36
表3-1 前測基本資料分析表(續)	38
表3-2 健康意識信度前測	39
表3-3 環境關注信度前測	40
表3-4 綠色涉入信度前測	41
表3-5 綠色產品態度信度前測	42
表3-6 綠色購買意願信度前測	42
表3-7 信度標準	43
表3-8 相關係數關聯程度	44
表4-1 人口統計變數分析	46
表4-1 人口統計變數分析(續)	47
表4-1 人口統計變數分析(續)	48
表4-2 個別變項之描述性統計分析	48
表4-2 個別變項之描述性統計分析(續)	49
表4-2 個別變項之描述性統計分析(續)	50
表4-3單因子分析相關表	51
表4-4 健康意識與年齡之LSD事後比較	51
表4-5 綠色購買意願與年齡之LSD事後比較表 51
表4-6環境關注與學歷之LSD事後比較表	52
表4-7 綠色涉入與學歷之LSD事後比較表	52
表4-8 綠色購買意願與學歷之LSD事後比較表 52
表4-9 健康意識與婚姻之LSD事後比較表 53
表4-10 綠色購買意願與職業之LSD事後比較表	53
表4-11 信度分析統整表格	55
表4-12相關分析結果	56
表4-13始的主架構測量模型	59
表4-14調整後的適配度指標檢定表	61
表4-15主架構變數收斂效度	62
表4-15主架構變數收斂效度(續)	63
表4-16主架構模型的迴歸分析	65
表4-17 健康意識為主的環境關注及綠色涉入中介分析表	66
表4-18 綠色涉入為主的綠色產品態度中介分析表	66
表4-19研究結果與假說彙整表	68

 
圖目錄

圖1-1 研究流程圖	7
圖3-1 研究架構	29
圖4-1 原始的主架構測量模型	58
圖4-2 調整後的主架構測量模型	60
圖4-3主架構模型	64

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