近年來環保以及食安意識的興起，綠色消費的概念已逐漸獲得大眾的重視。本研究旨在探討主觀規範(subjective norm)以及生活型態(life style)是否會對消費者選購綠色食品造成影響，此外亦加入了產品的意識(awareness)、攸關性(relevance)、購買的便利性(availability)、選擇性(choice)、價格(price)、信任(trust)、品質(quality)以及品牌(brand)等八項購買因素為干擾變數。
本研究是採問卷調查的方式，有效樣本共計353份，調查內容包含了受訪者的綠色消費行為、主觀規範、生活型態、個人資料等。分析調查結果顯示消費者的「主觀規範」對「綠色食品消費行為」有顯著正向影響、不同生活型態在綠色食品消費行為上具有顯著差異、購買因素中除「意識」在主觀規範對綠色消費行為的影響過程中無干擾效果，其餘七項購買因素在主觀規範對綠色消費行為的影響過程中具干擾效果。

In recent years, public awareness of “Environmental protection” and “Food safety” has risen, and the concept of green consumption has gradually attracted consumers’ attention. The aim of this study is to investigate whether subjective norm and consumer life style have any impact on consumers in their selecting green foods. Besides, 8 purchasing factors including product awareness, relevance, availability, choice, price, trust, quality, and brand as a moderator between the subjective norm and green consumer behavior are also added in this study.
To support this study, a short questionnaire was issued to consumers and 353 valid responses were collected. The survey includes green consumer behavior, subjective norm, consumer life style, and demographic profiles. The findings are as follows: 
(1) subjective norm had significantly positive effect on green consumer behavior. 
(2) people in different life style significantly differ on green consumer behavior.
(3) except product awareness, the other 7 purchasing factors including relevance, availability, choice, price, trust, quality, and brand are moderator of the relationship between the subjective norm and green consumer behavior.

目錄
目錄	I
表目錄	II
圖目錄	III
第壹章　緒論	1
第一節　研究背景與動機	1
第二節　研究目的	4
第三節　研究流程	5
第貳章　文獻探討	6
第一節　綠色消費行為 (Green Consumer Behavior)	6
第二節　社會認知理論 (Social Cognitive Theory, SCT)	13
第三節　消費者綠色消費行為的購買因素	29
第四節　變數間的關係	33
第参章　研究方法	36
第一節　研究架構及假說	36
第二節	操作型定義及衡量	38
第三節	研究對象	43
第四節	統計分析方法	43
第肆章　研究結果	45
第一節　樣本描述	45
第二節　問卷之信度分析	47
第三節　生活型態因素分析	48
第四節　消費者生活型態集群分析	50
第五節　假說檢定	51
第伍章　結論與建議	55
第一節　研究結論	55
第二節　管理意涵	58
第三節　研究建議與限制	60
參考文獻	61
中文文獻	61
英文文獻	62

 
表目錄
表2-1 2000年後綠色消費行為議題的相關文獻	10
表2-2生活型態構面	19
表2-3食品相關生活型態量表之實證研究	27
表2-4生活型態與消費過程	28
表3-1研究假說彙總表	37
表3-2綠色消費行為之衡量	39
表3-3主觀規範之衡量	40
表3-4生活型態之衡量	41
表3-5購買因素之衡量	42
表4-1有效樣本基本資料(n=353)	46
表4-2問卷之信度分析表	47
表4-3生活型態因素分析表	49
表4-4最後集群中心點	50
表4-5綠色食品消費行為的迴歸分析表	51
表4-6不同生活型態在綠色消費行為之差異分析表	52
表4-7購買因素在主觀規範對綠色食品消費行為的影響迴歸分析	54

 
圖目錄
圖1-1研究流程圖	5
圖2-1社會認知理論架構	13
圖2-2食品相關生活型態模型	21
圖2-3消費者不購買因素百分比	29
圖3-1研究架構	36

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