近年來地球遭遇重大變遷，氣候異常、極地變異等現象讓環境保護及永續發展等議題從口號逐漸成為每個人實際生活周遭的重要議題，「綠色」概念成為生活的核心價值。就企業與個人的角色而言，綠色消費行為是落實綠色核心價值的具體作為。然而就實務發展歷程而言，環保意識的發展反應在綠色消費行為上的影響非常有限，研究文獻更指出消費者選擇對環境友善的產品佔總需求的比例仍十分稀少（Kotler & Keller, 2008）。綠色核心價值與綠色消費行為的落差限制了綠色（或稱生態）消費行為能為社會與環境帶來的潛在助益，例如：資源回收與永續、污染排除與降低、資源或產品效率提昇以及生態創新（eco-innovation）等(Nash, 2009)，因此本研究計劃將針對此重要議題(如何促進綠色消費行為) 進行探討。本研究計畫試圖藉由：(1)找出將影響一般實務環境中影響綠色消費行為的重要因素並建構一項整合式模型；(2)進而了解這些因素與消費者購買綠色商品決策模式之間的關係，期能了解與解釋綠色消費之行為與促成原因；(3)根據第一階段的研究成果，將研究情境納入資訊呈現方式考量進行第二階段研究，探討可以打動人心並影響顧客綠色消費行為之資訊呈現方式。Issues about environmental deterioration have drawn a lot of attentions these days, so that people concern about environmental protection and sustainable economic development in everyday life. As a matter of fact, “green” concept becomes one of the core values everywhere. Literature have indicated that “green purchase” or “ecological purchase” is the conduct both businesses and individuals can contribute to this green core value. However, the actual green purchase does not increased as expected. Kotler and Keller (2008) found that the percentage of green purchase on total consumption was rather smaller than we expected. Therefore, the social benefits by green purchase have not been realized even though the environmental responsibility is well taken by both individuals and businesses. Thus, this research aims to investigate the green purchase intention and to provide insight for all stakeholders to promote green purchase in an effective and efficient manner. The research design will start from understanding the antecedents of consumers’ green purchase intention, and then proposing an integrated model of consumers’ green purchase at the first stage. Based on the finding from the first stage, impact of various information appeals will be designed into experiments to study what kind of information appeals for green product can effectively affect the consumers’ green purchase. 研究期間：10008 ~ 10107
