環境保護不再只是一種概念,而是政府、企業與民眾都不能忽視且刻不容緩的事情。越來越多的人對環境議題高度關注,環保意識已是現今社會的主流。 本研究以計劃行為理論及科技接受模式為理論模型,探討影響消費者購買綠色商品的相關因素及其購買意圖。本研究以台灣地區之一般消費者為研究對象進行問卷調查,共發出了350份問卷,回收之有效問卷有300份,有效問卷回收率為85.71%。研究結果顯示如下: 1. 知覺行為控制、利他主義對購買意圖具有正向顯著影響。 2. 知覺有用性、利他主義對於態度具有正向顯著影響。 3. 利己主義對態度是負向顯著影響。 4. 利己主義對購買意圖是負向顯著影響。
Environmental protection has changed from just an idea to an urgent matter that all parties, such as government, firms, and consumers, cannot ignore any more. More and more people are showing heightened awareness of environmental issues, and being environmentally conscious is becoming main stream in our society. The study use Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) as the theoretical models to explore the factors which influence consumers’ purchase intention on green products. Out of 350 questionnaires sent to the common consumers in Taiwan, 300 valid questionnaires were returned with a collection rate of 85.71%. The major findings of this study were stated as below. 1. Perceived behavioral control and altruism displayed significant positive influence on purchase intention. 2. Perceived usefulness and altruism displayed significant positive influence on attitude towards behavior. 3. Egoism had a significant negative effect on attitude towards behavior. 4. Egoism had a significant negative effect on purchase intention.