現今環保觀念的漸漸抬頭，愈來愈多的消費者會開始消費綠色相關的商品，透過購買綠色商品來達到保護環境的一種方式，然而目前綠色商品的價格相較於傳統商品仍然價格較高，但總是有消費者願意購買。因此，本論文主要研究的目的在於想要了解消費者購買綠色相關商品的行為背後主要的動機。消費者的自身的價值觀會直接影響消費者的選擇行為，所以本論文研究將消費價值理論做為探討消費者再購買綠色商品行為的因素，且因為相較於傳統的商品，綠色商品的單價較高，本研究將納入凡勃倫效應做為探討綠色商品購買之行為因素。 本研究採用SPSS 21和AMOS 21將收集回來的資料進行分析，結果顯示，在消費價值理論中，除了功能價值對綠色商品的再購買意圖沒有顯著的影響外，其他四項價值都對綠色商品再購買意圖都有正向顯著的影響。在凡勃倫效應中，個人聲望正向顯著影響消費者再購買綠色商品意圖，從眾行為對綠色商品在購買意圖沒有顯著的影響，吸引力對綠色商品再購買意圖是負向的影響。且當消費者有足夠的再意圖，會使消費者的有再購買的行為，因此綠色商品再購買意圖對綠色商品再購買行為有正向顯著的影響。 經由本論文研究的分析，認為綠色商品受到會價值的影響，且也會因為個人的身份地位影響消費者購買綠色商品。本研究建議在以後的綠色商品可以走向高端精品 ;Now the rise of environmental awareness, more and more consumers began to pay attention to their purchase of goods is beneficial to the environment, or to buy goods in the destruction of the environment. This study is mainly concerned about when consumers buy green goods, what factors, so they are willing to buy green goods. After all, green goods are more expensive than general commodity prices, and at such a high price, consumers are willing to buy again. Therefore, this study combines consumer value with the Veblen effect to explore the factors that consumers buy green goods again. In this study, the use of SPSS 21 and AMOS 21 will be collected back to the data analysis, the results show that the green goods re-purchase intent will be partially affected in the consumer value theory, in addition to the functional value has no significant impact, the other four values are green goods Re-purchase intention has a significant impact. In the Veblen effect, personal prestige significantly affects consumers to buy green goods, you can speculate that we again for consumers to buy green goods behavior will be affected by the reputation. Recommended in the future the green goods can go to be boutique.
