近年來，人們漸漸感受到環境反撲的傷害，對環境保護意識日益提昇，開始重視保護賴以生存的環境，並體認到自身消費行為對地球產生的衝擊。綠色產品的接受度逐漸升高，為了達到永續發展之目標，綠色消費儼然成為世界趨勢。 本研究目的在於了解民眾的價值觀、環境知識、社會規範如何影響消費者之環境後果態度與個人後果態度，以及環境後果態度與個人後果態度如何影響對環保電池的購買意願。了解何種價值傾向與何種環境知識程度之民眾的行為較傾向於綠色消費，將有助企業針對此等民眾制訂有效之行銷策略。 本研究以台灣地區一般社會大眾為研究對象，研究方法採用問卷調查方式，進行便利抽樣，經SEM分析後發現: (一)環境後果態度與個人後果態度正向顯著影響對環保電池的購買意願。 (二)自我提升價值傾向之消費者僅對於個人後果態度有正向顯著影響。 (三)自我超越價值傾向之消費者則對於環境後果態度與個人後果態度皆有正向顯著影響。 (四)保守價值傾向之消費者則對兩種態度都不顯著影響。 (五)社會規範對於環境後果、個人後果之態度以及對環保電池的購買意願皆有顯著影響。 (六) 環境知識僅對個人後果態度有正向顯著影響。 In recent years, people gradually feel the environmental backlash and rise awareness of environmental protection day by day. They begin to understand that their purchasing behavior have affect the earth and start to paying attention to protecting the environment. So in order to achieve the goal of sustainable development, green consumption has become a worldwide trend. Purpose of this study is to understand people's values, environmental knowledge, and social norm how to affect attitudes of consumers' personal consequences and environmental consequences, and personal consequences and environmental consequences how to affect purchase intention of environmentally friendly battery. In this study, we choose the general public in Taiwan as the research object and use questionnaire survey research methods to collect sample. This research results are as follows. First, attitudes of environmental consequences and personal consequences both are positively related to purchase intention of environmentally friendly battery. Second, the self-enhancement value orientation is positively related to personal consequences. Third, the self-transcendence value orientation is positively related to environmental consequence and personal consequences. Fourth, the conservation value orientation is not positively related to environmental consequences and personal consequences. Fifth, social norm is positively related to environmental consequence, personal consequences, and purchase intention of environmentally friendly battery. Sixth, environmental knowledge is positively related to attitude of personal consequences.
