隨著全世界保護地球的共同意識提高，消費者也漸漸地從過去的傳統消費行為改為更注重環境生態的綠色消費。過往的研究也表示，年輕消費者對於綠色產品有較高的購買意願，企業也越發意識到此類商機，市場上開始出現許多綠色產品；但是由於綠色產品受限於生產製造成本的問題，售價較一般產品更為高昂，面對市場上琳瑯滿目的綠色產品，如何在一片競爭中吸引消費者眼球，成為了綠色企業和品牌最重要的關鍵因素。此外，過往文獻大多針對單一綠色產品或企業進行研究，但對於直接面對年輕消費者來探討影響購買綠色產品之因素的研究相對較稀少。因此，本研究採用計畫行為理論探討年輕消費者的綠色購買行為。在研究架構中，運用計畫行為理論的概念模型，也就是態度、主觀規範和感知行為控制對綠色購買行為的影響，另外再加入價格透明度作為綠色購買意願與行為之間的調節關係。
    本研究採用SPSS22.0統計軟體作為分析工具，以便利抽樣方式收集問卷，分別以因素分析、信度分析、層級迴歸分析、調節效果分析等方法來進行實證分析，驗證本研究提出之各項假設。問卷發放期間為2021年4月1日至2021年4月30日，共計一個月，最終回收有效問卷207份。本研究經統計檢定分析結果有下列重要發現：
1. 態度對綠色購買意願有顯著正向影響。
2. 主觀規範對綠色購買意願有顯著正向影響。
3. 感知行為控制對綠色購買意願有顯著正向影響
4. 綠色購買意願對綠色消費行為有顯著正向影響。
5. 價格透明度對綠色購買意願與綠色消費行為，具有干擾效果。

With the global awareness of protecting the earth, consumers are gradually changing from the traditional consumption behavior to the green consumption. Previous studies have also shown that young consumers have a higher purchasing intention to green products, and enterprises are becoming more aware of such business opportunities; how to attract the attention of consumers in this competition has become the most important key to the business. In addition, most of the literature was focused on green products or enterprises, but relatively few studies have focused on the factors that directly influencing the purchasing intention of green products to young consumers. Therefore, this study using the theory of planned behavior (TPB) to explore the factors influencing green purchasing behavior of young consumers. Attitude, subjective norm and perceived behavior control incorporated into the TPB model as a theoretical framework to understand comprehensively consumers’ decision-making processes from their intentions to the green consumption.
    In this study, SPSS 22.0 was used to analysis the sample of young consumers. Factor analysis, reliability analysis, hierarchical regression analysis, and other methods were applied to verify the hypotheses proposed in this study. The questionnaire was distributed from April 2021 to the end of April 2021, for one month, and total 207 valid questionnaires were collected.
There are following important findings after statistical testing and analysis:
1.Attitude has a significant positive impact on green purchasing intention.
2.Subjective norms have a significant positive impact on green purchasing intention.
3.Perceived behavioral control a significant positive impact on green purchasing intention
4.Green purchasing intention has a significant positive impact on green consumption behavior.
5.The degree of price transparency has positive interference on the relationship between the green purchasing intention and green consumption behavior.

目錄	I
表次	II
圖次	III
第一章	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
第二章	文獻探討	7
  第一節  綠色消費	7
  第二節  綠色產品的購買意願	11
  第三節  計畫行為理論在綠色消費行為之應用	12
  第四節  價格透明度的干擾作用	16
第三章	研究方法	19
  第一節  研究架構與假說	19
  第二節  研究對象與設計	19
  第三節  變項之定義與衡量	20
  第四節  資料分析方法	24
第四章	資料分析與結果	27
  第一節  敘述性統計分析	27
  第二節  信效度分析	29
  第三節  相關分析	35
  第四節  差異性分析	36
  第五節  迴歸分析	41
  第六節     小結	44
第五章	結論與建議	46
  第一節  結論	46
  第二節  管理意涵	48
  第三節  研究限制	50
  第四節  建議	51
參考文獻	53
  一、中文部分	53
  二、英文部分	54
附錄:問卷	59

表次
表 3-1 態度量表	20
表 3-2 主體規範量表	20
表 3-3 感知行為控制量表	21
表 3.4 綠色購買意願量表	21
表 3.5 綠色消費行為量表	22
表 3-6 價格透明度量表	23
表 4-1 問卷回收人口統計特徵分析表	28
表 4-2 各變項之敘述統計分析	29
表 4-3 各變數信度分析表	30
表 4-4 態度因素分析	31
表 4-5 主觀規範因素分析	32
表 4-6 感知行為控制因素分析	33
表 4-7 綠色購買意願因素分析	33
表 4-8 綠色消費行為因素分析	34
表 4-9  價格透明度因素分析	34
表 4-10 各構面間pearson相關係數	35
表 4-11 性別在各變數之獨立樣本t檢定	36
表 4-12 年齡與各變數間差異分析	37
表 4-13 教育程度與各變數間差異分析	38
表 4-14 個人收入與各變數間差異分析	38
表 4-15 行業別與各變數間差異分析	40
表 4-16 態度與綠色購買意願的關係	41
表 4-17 主觀規範與綠色購買意願的關係	41
表 4-18 感知行為控制與綠色購買意願的關係	42
表 4-19 綠色購買意願與綠色消費行為的關係	42
表 4-20 價格透明度調節效果分析表	43
表 4-21 假說驗證彙總表	44

圖次
圖 1-1 研究流程圖	6
圖 2-1 計畫行為理論架構圖	13
圖 3-1 研究架構圖	19
圖 4-1 價格透明度調節效果圖	44

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