近年來環境保護議題逐漸獲得世界各國重視，不少先進國家開始宣揚環境友善的理念給一般社會大眾，並且希望消費者能夠去購買環境友善的商品，另外也開始制定相關環保法規，要求企業所生產的產品必須達到減少環境汙染、可回收再利用，即為綠色產品。綠色產品的時代漸漸來臨，而企業也必須推廣自身綠色產品，讓消費者去了解綠色產品且對綠色產品有購買的意願，例如消費者對於綠色產品的主觀知識、對綠色產品的價格敏感度、對於環境關注的程度以及企業如何利用產品包裝去吸引消費者購買綠色產品。此外在大眾環保意識的抬頭下，對於綠色產品的個人主觀規範也逐漸形成，因此本研究欲了解在個人的主觀規範下，消費者對於綠色產品的購買意願是否有影響。故本研究在探討主觀知識、價格敏感度、環境關注及產品包裝與綠色購買意願的關係。
根據本研究結果顯示，消費者的主觀知識、環境關注及綠色產品的包裝皆對購買意願有正向影響，而在主觀規範作為調節變數之下，對於消費者的綠色產品購買意願並無限顯著影響，說明了消費者並不會因個人的主觀規範而影響對於綠色產品的購買意願。因此從本研究的樣本來看，企業可幫助消費者增加對於綠色產品的主觀知識、了解環境議題並提供良好的產品包裝吸引消費者，對於提高自身的綠色產品購買意願會有良好的幫助。

In recent years, environmental protection issues have gradually gained attention from all over the world. Many advanced countries have begun to promote the concept of environmental friendliness to the public, and hope that consumers can buy environmentally friendly products. The products must reduce environmental pollution and be recyclable, that is, green products. The era of green products is gradually coming, and companies must also promote their own green products, so that consumers can understand green products and have the willingness to buy green products, such as consumers' subjective knowledge of green products, price sensitivity to green products, The degree of environmental concern and how companies use product packaging to attract consumers to green products. In addition, with the rise of public awareness of environmental protection, personal subjective norms for green products have gradually formed. Therefore, this study aims to understand whether consumers' willingness to purchase green products is affected by personal subjective norms. Therefore, this study explores the relationship between subjective knowledge, price sensitivity, environmental concerns and product packaging and green purchase intention.
According to the results of this study, consumers' subjective knowledge, environmental concerns and packaging of green products all have a positive impact on purchase intention, and with subjective norms as moderating variables, consumers' purchase intention of green products has no significant impact. , which shows that consumers will not affect their willingness to purchase green products because of personal subjective norms. Therefore, judging from the samples in this study, companies can help consumers increase their subjective knowledge of green products, understand environmental issues, and provide good product packaging to attract consumers, which will help improve their willingness to buy green products.

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