近年來，全球暖化、氣候變遷與全球環境污染日益嚴重，並且逐漸影響人類生活。由於環境保護議題開始受民眾重視，民眾開始進行綠色消費保護環境。因此綠色消費也成為目前的消費趨勢。 本研究主要研究因素為環境知識、環境態度、環保標章資訊認知、環境消費意圖。在環保標章資訊認知部份，本研究特別針對1993年中華民國環保署推動的環保標章以及2008年中華民國環保署推動的碳標籤作為環保標章認知之探討影響因素。藉此探討不同標示下環保標章資訊對消費者購買決策影響。最後並檢測環境知識、環境態度、環保標章資訊認知與環境消費意圖四者間的關係。 本研究使用問卷調查法，於2011年1月至3月實施發放，研究對象為一般台灣消費者，本研究收集有效樣本為408份。研究指出1.環境知識對環境態度有正向關係。2.環境態度對環境消費意圖有正向關係。3.環保標章資訊(台灣環保標章及台灣碳標籤)對環境態度與環境消費意圖皆具有調節效果。4.台灣民眾目前對台灣環保標章比台灣碳標籤具有較高的環保標章資訊與環境消費意圖。 In recent years, global warming, climate change and global environmental pollution are worsening gradually. This condition has affected human life. Therefore, people have started to pay attention to the environmental issue and begun to do the green consumption so that they can protect the environment. Based on this reason, the green consumption has become a current trend of the consumption issue. The main factors of this study include the environmental knowledge, environmental attitude, environmental label information awareness, and environmental purchase intentions. In the environmental label information awareness, this study specifically aims at the "Green Mark" carried out by the Taiwan EPA in 1993 and the "Carbon Footprint" carried out by the Taiwan EPA in 2008 to analyze. In this study, questionnaire surveys from January, 2011 to March, 2011 are used. 408 valid samples are collected. The research results are as follows. First, the environmental knowledge is positively related to the environmental attitude. Second, the environmental attitude is positively related to the environmental purchase intention. Third, the environmental label information awareness has a moderating effect between the environmental attitude and environmental purchase intention. Fourth, the "Green mark" currently has a better and higher environmental label information awareness and environmental purchase intention than the "Carbon Footprint" in Taiwan.
