綠色消費係指消費者選購產品時，考量到產品對生態環境的衝擊，而選擇對環境傷害較少、甚至是有利的商品。本研究應用消費價值理論建立消費者選擇綠色商品之研究架構，探討綠色產品的消費價值(功能價值、社會價值、情感價值、附加價值和嘗試價值)如何影響消費者對綠色商品的選擇行為。另外，本研究亦探討對環境關心程度不同的消費者，對於綠色產品所感受到的消費價值和選擇行為是否有顯著差異。透過問卷調查收集研究資料，並使用單因子變異數分析和複迴歸分析資料。研究結果發現高度環境關心的消費者對於綠色商品有較高的支持，以及選擇綠色商品的意願較高。另外，消費者在考量綠色商品的選擇時，並非主要考量其價格和品質因素，反而消費者更重視購買/使用綠色產品得到的心理利益，滿足求知欲望和嘗鮮感，以及因為特定情境的發生而購買綠色商品。

The study explores consumers’ choice behavior on green products by applying the theory of consumption values. In addition, the study explores if there are significantly difference on consumption values and choice behavior between consumers with different environmental concern. Data are collected by questionnaire survey and analyzed with one-way analysis of variance and multiple regression. The results indicate that consumers with high environmental concern support green products more and they are more willing to choose green products. Besides, instead of considering price and quality when buying green products, consumers consider psychological benefit from using/buying green products, desire for knowledge, novelty seeking, and specific situations.

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