因應全球暖化延伸出的個人對社會的責任（包含保護環境），應用Ajzen（1985）所提出的計劃行為理論（The Theory of Planned Behavior）為理論基礎，建構具有消費者態度、主觀規範、知覺行為控制之「選用環保概念產品因素之研究」，探討個人的綠色消費意願。研究採取問卷調查法，採取網路問卷的方式，藉由網路問卷回收有效樣本353份，有效問卷為353份，本研究探討「個人相關利益、社會相關利益、願付價格」這三個變數是否會正向影響「消費者態度」; 「環境責任感、網路口碑、價值觀」這三個變數是否會正向影響「消費者主觀規範」; 「自我能力、便利性、環境素養」這三個變數是否會正向影響「消費者知覺行為控制」並進行文獻探討。
本研究使用SPSS 18.0與Smart PLS2.0軟體為分析工具，採用偏最小平方法（Partial least square）進行資料分析，包含敘述統計、信度分析、效度分析、路徑分析等。本研究結果發現「個人相關利益、社會相關利益、願付價格、環境責任感、網路口碑、價值觀、自我能力、便利性、環境素養」九個變數中，除環境責任感外，其他八個變數皆會影響消費者選擇購買具有環保概念產品的行為意向相關假設皆成立。
本研究根據計劃行為理論，由消費者的態度、消費者主觀規範和消費者知覺行為控制，以實證方式探討消費者對具有環保概念產品的消費行為意圖。在消費者態度、消費者主觀規範與消費者知覺行為控制的相關分析中發現，除消費者的主觀規範外，消費者的態度和消費者知覺行為控制皆呈顯著正相關。研究結果提供從事環保相關產品之業者擬定行銷方向的參考。

In response to global warming extending personal responsibility to society (including the protection of the environment), theory of planned behavior Ajzen(1985) proposed (The Theory of Planned Behavior) as the theoretical basis to construct with consumer attitudes, subjective norms, perceived behavior control, construct the "Behavioral Intention To Purchase Environmentally Friendly Product Concept Model" green consumer willingness to explore personal. Studies take questionnaire, taking the network questionnaire, by network 353 valid samples questionnaires, 353 valid questionnaires.
In this study, based on the theory of planned behavior by consumers' attitudes, subjective norms, consumers and consumer perceived behavioral control, in order to investigate the empirical way the concept of consumer products with environmentally friendly consumer behavior and purchase intent behavior, consumer attitudes, consumer subjective norms and perceived behavioral control consumer correlation analysis found that, except for consumer's subjective norm, the rest was a significant positive correlation between the two.

第一章 緒論 12
1.1研究背景 12
1.2 研究動機與目的 12
1.3 研究流程 14
第二章 文獻整理 16
2.1綠色產品 16
2.1.1 相關產品介紹 16
2.1.2台灣環保相關標章介紹 17
2.2計劃行為理論 19
2.3個人相關利益 21
2.4社會相關利益 21
2.5願付價格 21
2.6環境責任感 22
2.7網路口碑 22
2.8價值觀 23
2.9自我能力 23
2.10便利性 24
2.11環境素養 24
第三章 研究架構 26
3.1 研究架構及假設 26
3.2 研究假說 27
3.2.1個人相關利益和消費者態度之假說 27
3.2.2 社會相關利益和消費者態度之假說 28
3.2.3願付價格和消費者態度之假說 28
3.2.4環境責任感和消費者主觀規範之假說 29
3.2.5網路口碑和消費者主觀規範之假說 29
3.2.6價值觀和消費者主觀規範之假說 30
3.2.7自我能力和消費者知覺行為控制之假說 31
3.2.8便利性和消費者知覺行為控制之假說 31
3.2.9環境素養和知覺行為控制之假說 32
3.2.10消費者態度和行為意向之假說 32
3.2.11主觀規範和行為意向之假說 33
3.2.12知覺行為控制和行為意向之假說 33
第四章 資料分析與結果 38
4.1 敘述統計分析 38
4.2 外模式分析 40
4.2.1信度分析 45
4.2.2內容效度 47
4.2.3收斂效度 47
4.2.4區別效度 48
4.2.5 R2判定係數 53
4.3 內模式分析 54
4.3.1路徑分析 54
4.4中介分析 56
第五章 研究發現、結論及建議 63
5.1研究發現 63
5.2 結論及建議 67
參考文獻 70
附錄 79

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