消費者綠色消費行為意向之研究

近年來環境相關議題已為世界各國所重視，並已陸續推動各項綠色消費運動，以台灣來看雖然民眾的環保意識與日增進，綠色採購的議題也受到普遍重視，但綠色產品市場依然仍未廣泛打開。在綠色消費的執行上，政府單位因為有年度綠色採購比率限制的規定，因此仍為綠色產品的主要大宗購買者，而民眾對於綠色消費仍僅止於對環境的關心，在實際執行上仍有顧慮。本研究主要目的在探討影響消費者綠色消費行為之因素，其中包含環保意識與涉入程度等前置變項，個別對消費者綠色消費行為意向的影響。研究結果發現，消費者之社經背景會部分影響到其環保意識，再進而影響消費者對綠色產品的涉入程度；同時消費者綠色消費行為意向，會受到環保意識及涉入程度的正向影響。另外，本文亦驗證出，環保態度與涉入程度之間存在完全中介效果，環保態度是透過涉入程度影響綠色消費行為意向。

關鍵字

綠色消費；環保意識；行為意向

並列摘要

In recent years, environmental issues become the most important topic in the world and most of those countries start to promote the green procurement continually. In Taiwan, the people start to focus on the environmental protection and green procurement issues, but the market for green products is still limited. To the implementation of green consumption, because of the legal provisions of the annual green procurement, state agencies keep buying green products. However, the people on green consumption are still in concerns phase compared to actions.The main purpose of this study is to investigate the relationship between the intention of green consumption and consumer behavior, and to explore the influence factors of the green consumer behavior, which includes environmental awareness and involvement of antecedents for individual consumers green consumption behavior intention. The study finds that consumer's social background affect their environmental awareness, thereby affect the involvement for green products. Furthermore, the behavioral intention on green consumption is affected by environmental awareness and involvement. And, in addition, this study proves the relationship between environmental attitudes and involvement.