Abstract This study examines the influence of various psychological factors on the green purchase intention of the consumers. A conceptual model has been developed based on a survey sample of 280 consumers. The survey results obtained in the capital of Taiwan provides reasonable support for the validity of the proposed model. Specifically, the findings from the Terror management theory confirm the influence of the consumers’ self-esteem, threat, anxiety for the fear of death and social responsibility affect their attitudes towards green purchase via the mediator role of environmental concern and pro-environmental behavior. Consumers’ attitudes toward green purchase, in turn, also found to affect their green purchase intention. In other words, on a declarative level, more and more consumers in Taiwan express their concern over the ecological situation and declare their willingness to contribute somehow to the protection of environment by showing intention towards green products. Keywords: Self-esteem, Death anxiety, Social responsibility, Environmental concern, Green purchase attitude, Green purchase intention. 摘 要本研究主要是探討各種心理因素對於綠色產品消費者的影響並以台北市兩百八十名消費者作為此研究之樣本。具體來說，恐怖管理理論的研究證實了消費者的自尊心，面對威脅、焦慮、對死亡的恐懼及社會責任都會影響消費者開始關注社會環境及維護環境的行為，並因此選購綠色產品。換句話說，在台灣，越來越多的消費者開始關注生態環境，並宣示他們願意對環境保育做貢獻，顯示對綠色產品的支持。 關鍵字：自尊心、死亡恐懼、社會責任、環境關懷、綠色消費態度、綠色消費傾向
