工業革命後，全球經濟受惠於生產效率持續提升而快速發展，不僅帶來富裕生活，
衍生而來的過度消費及浪費亦儼然成為生活的一部分。地球資源過度使用導致了
環境的破壞、多數物種瀕臨絕跡、全球暖化、以及氣候變遷。個人的消費習慣看
似微不足道，但積沙成塔，整個社會消費習慣，將嚴重的影響生活環境。
歐美許多零售商為了因應消費型態的改變，紛紛開始要求其供應鏈必須為自己的
產品負起「環境保護」的責任。供應鏈為了展現其環保決心，亦開始投入申請各
式各樣的環保標章，讓零售商可以藉由產品標章「傳達」環保決心給消費者。
因此本研究目的是為了探討「生活品質」、「環保意識」、「品質價格」、「資
訊與知識」和「社會背景」這些面向，對台灣的消費者是否會產生購買綠色產品
「行為意圖」?以及是否會有實際的「綠色消費行為」? 該研究對於未來有意圖
加入綠色供應鏈的廠商或組織，都是非常重要的參考資訊。本研究以台灣消費族
群為目標，利用網路發行問卷，採便利隨機抽樣方式進行資料蒐集，並以SPSS
進行資料分析。研究實證結果顯示，「生活品質」、「環保意識」、「品質與價
格」、「資訊與知識」、「社會背景」等因素對「行為意圖」和「綠色消費行為」
是有正向影響的。

The development of world economy has benefited from production efficiency since
Industrial Revolution, and then has resulted in social prosperity. Nevertheless,
overconsumption and waste reflecting in human behavior become the products of
social progress. The consequence of depletion of nature resource is environmental
deterioration, endangered species, global warming and climate change. An individual
consumption behavior seems to be negligible, however, many a little makes a mickle.
The behaviors of entire society will deliver the numerous influences to whole
environment.
In term of the change of consumption pattern, many retailers in Europe and America
request for the responsibility of eco-friendly products to their suppliers. In response to
the increasing demand in environment protection, the upstream manufacturers have
employed diverse eco-labelling on either production or products. Thus, the retailers
can deliver the image of determination of environment protection to customers via
products with eco-labelling.
The extensive researches on the consumption of green products by the consumers in
Western countries in terms of behavioral intention, background, and knowledge are
discussed in many literatures. Nevertheless, the relevant research focused on Taiwan
society is comparatively less. Therefore, this study expects to investigate the key
factors of green consumption behavior by Taiwanese consumers. Therefore, the
empirical result shows the positive effects of prior independent variables on behavior
intention and green consumption behavior.

摘要............................................................................................................................................ i
Abstract ..................................................................................................................................... ii
目錄...................................................................................................................................... iii
表目錄.............................................................................................................................. iv
第壹章緒論............................................................................................................................ iv
第一節研究背景與動機.................................................................................................- 1 -
第二節研究目的.............................................................................................................- 2 -
第三節研究流程.............................................................................................................- 3 -
第貳章文獻探討.................................................................................................................- 4 -
第一節產品標章.............................................................................................................- 4 -
第二節綠色消費行為...................................................................................................- 10 -
第參章研究設計...............................................................................................................- 13 -
第一節研究架構...........................................................................................................- 13 -
第二節操作型定義.......................................................................................................- 14 -
第三節問卷架構...........................................................................................................- 19 -
第肆章資料分析...............................................................................................................- 22 -
第一節樣本特性分析...................................................................................................- 22 -
第二節信度分析...........................................................................................................- 32 -
第三節效度分析...........................................................................................................- 35 -
第四節研究構面之相關分析.......................................................................................- 41 -
第五節綠色消費行為因素分析...................................................................................- 46 -
第六節人口統計變數...................................................................................................- 51 -
第伍章結論與意涵...........................................................................................................- 70 -
第一節研究結論...........................................................................................................- 70 -
第二節管理意涵...........................................................................................................- 73 -
附錄：參考文獻.................................................................................................................- 75 -
附錄：問卷內容.................................................................................................................- 78 -

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