近年來政府大力推動綠色政策，企業也正興起綠色行銷的風潮，激起各方面對於環保的研究。然而在綠色消費行為的探討顯為稀少，故本研究決定做關於綠色消費者的探究。外界資訊刺激了消費者心理層次運作過程，消費者購買的媒介即為產品，故本研究選擇以產品屬性做為此資訊角色。
本研究以便利抽樣方法針對全台灣北、中、南部大專院校學生做問卷調查，共發出600份問卷，有效樣本為483份。接著以集群分析分出價值觀群體，使用單因子變異數分析探討不同價值觀群在其所重視之產品屬性、綠色態度與綠色消費行為的差異，再以迴歸分析探究產品屬性對於綠色態度之影響與綠色態度對於綠色消費行為的影響，並針對性別、就讀區域、零用收入與環保經驗對於綠色態度與綠色消費行為做差異分析。
經由實證分析得出以下結論：
一、 人口背景變項在綠色態度與綠色消費行為之差異
　　　　女性比男性具有綠色觀念，且女性較抱持正面支持的綠色態度，亦較男性傾向節省資源之綠色行為。中部學生比起其他區域學生較傾向抱持負面的綠色態度，也較容易出現衝動購買非必要物品的非綠色消費行為；而北部學生則較常出現節省資源之綠色消費行為以示對環保的支持。每月零用收入在綠色態度方面並沒有出現顯著差異，然而在綠色消費行為方面，中等收入的學生較易於浪費資源。有過環保經驗的學生無論在綠色態度或綠色消費行為方面都較無環保經驗之學生正面。
二、 價值觀與其他研究構面
在產品屬性方面，抱持自我善良行為與社會利益價值觀之群體皆重視產品的綠色訴求、價格與通路方便性；權力取向群體重視的是外觀設計；中庸取向群則並沒有特別重視的產品屬性。在綠色態度方面，善良行為與安穩融和群皆抱持正面支持的綠色態度，權力取向群則傾向反對，而中庸取向群同樣地沒有特別顯著的傾向。在綠色消費行為方面，善良行為與安穩融和群皆易出現正面的綠色消費行為，權力取向群則容易浪費資源。由以上結果看出，無論是產品屬性、綠色態度或綠色消費行為皆會因價值觀的不同而有所差異。
三、 產品屬性與綠色態度
愈重視產品綠色訴求則愈傾向積極支持的綠色態度，而愈重視產品之特殊性則愈傾向抱持反對態度。
四、 綠色態度與綠色消費行為
如預期地，愈抱持正面綠色態度則愈易出現正面的綠色消費行為，而愈抱持反面綠色態度則愈容易出現非綠色消費行為。

The government authority makes efforts in green activities in recent years, and the green agitation is growing up, so that the number of green research increases. However, the studies of green consumer behavior are few. This study is in order to understand the aspects of green consuming behavior. External information stimulates the process of consumer’s psychological operation, and a inter-medium between these psychological factors and consumer buying is exactly product, thus this study select product attribute as this inter-medium role.
This study uses the convenient sampling method to questionnaire college students of North, Central and South Taiwan.600 questionnaires have been dispactched, and 483 of them are available. Cluster Analysis is been used to classify the group of personal values, and ANOVA is to know what product attributes does certain value group emphasize, and what green attitudes does they hold, then to find out the green consuming behaviors they undertake. Regression method is to see whether product attributes influence green attitudes, and whether green attitudes influence green consuming behaviors. In addition, this study would like to see if any differences in sex, studying areas, monthly income, and experiences of green activities between different groups.
We can make conclusions via statistical analysis as follows:
1. The differences between the green attitude and the green consuming behavior in demographical variables.
The female is more environmental friendly and economizing than the male. College students in Central Taiwan hold more negatively green attitudes toward green stuff, and also buy too many unnecessary goods more frequently than who are in other areas. Those who study in North Taiwan economize more often. There are no differences in both respects between different levels of monthly income of students. However, the most wasteful ones are in the medium level of monthly income. The ones who have green experiences are more positive in green attitudes and green consuming behaviors than those who have none.
2. Personal values vs. factors of other dimensions.
In the product attribute respect, those who are more kindhearted and socially beneficial emphasize green assertions, price and convenient channels of products, and the appearances of products are emphasized by who are more powerful. The ones who take a mean course have no significant emphasized attributes. In the green attitude respect, those who are kindhearted and socially beneficial more likely hold positively supportive green attitudes, relatively, who are powerful hold negatively attitudes toward green stuff. As the same, those who take mean course have no preferred tendencies. In the green consuming behavior respect, kindhearted and socially beneficial groups both undertake green behaviors more often, and the powerful group tends to waste resources rashly.
3. The product attribute vs. the green attitude.
Those who emphasize green assertions more tend to hold positive green attitudes actively, and who emphasize specialties more are further negative toward green stuff.
4. The green attitude vs. the green consuming behavior.
As anticipatively, whose green attitudes are more positive undertake green behaviors more frequently, and whose’ are more negative do less relatively.

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