近幾年在COVID-19疫情、禽流感、烏俄戰爭和極端天氣的多方威脅下，國內對雞蛋的需求暴增，一年約80億顆蛋的需求。但有9成以上都是使用傳統格子籠的蛋雞所生產，雖然這幾年動物福利的議題逐漸被重視，使用動物福利雞蛋的加工製品也開始被討論。然而這為環境永續、善待動物與動物共善共好的理念，所產生的綠色溢價部分，消費者是否願意接受呢？
本研究試圖深入了解消費者對於使用動物福利雞蛋加工製品的購買行為意願，過去文獻發現影響消費者購買行為意圖的因素有態度、主觀規範、知覺行為控制。然而，在個別產品以及產業中，此三變數對於消費者購買行為意圖產生的效果結果並不一致。
因此，本研究希望透過分析上述三個變數來探討消費者購買動物福利蛋加工製品是否顯著影響其行為意圖，進一步找出如何提升消費者購買物福利雞蛋的加工製品意願的方法，促進國內動物福利的發展。
研究結果顯示，此三個變數皆顯著正向影響消費者之動物福利蛋加工製品購買行為意圖。此外，本研究深入探討不同族群之看法，得出以下幾點結論。
1.在態度方面,消費者最在意品質好壞是最重要。
2.主觀規範部分高中職以及專科畢業者在主觀規範部分街顯著高於大學以及碩士以上之消費者。
3.購買行為意圖部分，消費者普遍對於動物福利蛋加工產品之購買行為意圖看法一致，會願意多花預算購買，然而若是溢價程度高過1.5倍，將影響其購買意願。

This study examines the main reason why consumer will buy the ESG products, using the theory of planned behavior. We find out that the more clearly the information about the ESG products shows, the more the consumer willing to buy the products. Also, from the view of green premium, how much the money customer will additionally pay for the ESG product is a big issue. In our study, the customers are willing to buy the products with a premium up to 50 percents. If the price is higher than 1.5 times of the products without ESG, the willingness of buying the products become low.

中文文獻
1. 江昱仁與劉明淦(2015)，運用擴展計劃行為理論模式探討降低環境衝擊行為意圖之研究-以嘉明湖國家步道登山健行者為例，中華林學季刊，48卷4期 ，343-362頁。
2. 李佳蓉(2019)，經濟動物福祉認知與支持之關係-以雞蛋和鮮奶為例，國立金門大學企業管理學系未出版碩士論文。
3. 張立瑾(2017），動物福利標章之法制建構──以化粧品之動物實驗為中心，國立政治大學法律學系未出版碩士論文。
4. 周孟萱(2009)，消費者對雞蛋偏好與對動物福利願付價格之研究－聯合分析法之應用，國立宜蘭大學應用經濟學系未出版碩士論文。
5. 陳忠誠(2016)，大學生運動觀光參與行為意圖模式之建構，臺中科大體育學刊，118-133。
6. 陸昱宇(2021)，消費者對於動物福利雞蛋之購買行為分析，國立高雄科技大學運籌管理學系未出版碩士論文。
7. 鍾政偉等人(2015)，以計畫行為理論模型探討遊客參與休閒漁業活動之決策行為，島嶼觀光研究，8卷2期，1-20頁。
英文文獻
1. Ajzen (1985), From intention to actions: A theory of planned behavior, New York: Springer-Verlag, pp.11-39.
2. Ajzen(1991), The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50(2), 179–211.
3. Ajzen and Madden (1986), Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control, Journal of Experimental Social Psychology, 22(5), 453–474.
4. Bake and Crompton (2000), Quality, Satisfaction and Behavioral Intentions, Annals of Tourism Research, 27, 785-804.
5. Beck and Ajzen (1991), Predicting dishonest actions using the theory of planned behavior, Journal of Research in Personality, 25(3), 285–301.
6. Bennett (1997), Farm animal welfare and food policy, Food Policy, Volume 22, Issue 4, August 1997, Pages 281-288.
7. Berkhoff et.al（2020）, Consumer preferences and sensory characteristics of eggs from family farms, Poultry Science, Volume 99, Issue 11, November 2020, Pages 6239-6246.
8. Boogaard et.al（2011）, The sociocultural sustainability of livestock farming: an inquiry into social perceptions of dairy farming, Animal, Volume 5, Issue 9, 2011, Pages 1458-1466.
9. Botetzagias et al (2015) , Extending the Theory of Planned Behavior in the context of recycling: The role of moral norms and of demographic predictors, Resources, Conservation and Recycling, Volume 95.
10. Chan and Bishop(2013), A moral basis for recycling: Extending the theory of planned behavior, Journal of Environmental Psychology, 36, 96–102.
11. DeBono and Snyder (1989), Understanding consumer decision-making processes: The role of form and function in product evaluation, Journal of Applied Social Psychology, 19(5), 416–424.
12. Ding et al. (2018), Reconstructing differentiation networks and their regulation from time series single cell expression data, Genome Research, 28(3).
13. Du and Pan(2021), Diverse occupant behaviors and energy conservation opportunities for university student residences in Hong Kong. Building and Environment, Volume 195, 15 May 2021.
14. Eagly and Chaiken (1993), The psychology of attitudes, Harcourt Brace Jovanovich College Publishers.
15. Ellis et al. (2009), Public opinion on UK milk marketing and dairy cow welfare. Anim. Welf, 18:267–282.
16. Engel et al. (1995), Consumer Behavior, 6th Edition, Dryden Press, Chicago, New York.
17. Fieldin et al. (2008). Theory of planned behaviour, identity and intentions to engage in environmental activism. Journal of Environmental Psychology, 28(4), 318–326.
18. Fishbein and Ajzen (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , MA: Addison-Wesley
19. Fishbein(1967), A behavior theory approach to the relations between beliefs about an object and the attitude toward the object, New York: John Wiley & Sons.
20. Fraser et al. (1997), A scientific conception of animal welfare that reflects ethical concerns, Animal welfare, 6, 187-205.
21. Guyader et al. (2017), You can't buy what you can't see: Retailer practices to increase the green premium, Journal of Retailing and Consumer Services, 34, 319-325.
22. Gucciardi and Jackson (2015), Understanding sport continuation: An integration of the theories of planned behaviour and basic psychological needs, Journal of Science and Medicine in Sport, Volume 18, Issue 1, January 2015, Pages 31-36.
23. Harrison (1964), Animal Machine, Stuart, London.
24. Kotler and Keller (2006), Marketing Management, 12th Edition, Prentice Hall, Upper Saddle River
25. Lavuri (2022). Organic green purchasing: Moderation of environmental protection emotion and price sensitivity, Journal of Cleaner Production, Volume 368, 25 September 2022, 133113.
26. Liobikiene et al.(2016), Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study, Ecological Economics, Volume 125, May 2016, Pages 38-46
27. Lizin et al.(2017), Battery pack recycling: Behaviour change interventions derived from an integrative theory of planned behaviour study, Resources Conservation and Recycling , 122.
28. Manstead(1999), The Role of Moral Norm in the Attitude-Behavior Relation, Psychology Press.
29. María（2006）, Public perception of farm animal welfare in Spain, Livestock Science, Volume 103, Issue 3, September 2006, Pages 250-256.
30. Markus and Kitayama (1991), Culture and the Self." Implications for Cognition, Emotion, and Motivation, Psychological Review, 1991, Vol. 98, No. 2, 224-253
31. Mcinerney(2004), Animal Welfare, Economics and Policy, Defra, London, UK.
32. Mench et al. (2011), Egg production and welfare of laying hens kept in different housing systems (conventional, enriched cage, and free range), Poultry Science, Volume 95, Issue 7, 1 July 2016, Pages 1564-1572.
33. Napolitano et al. (2010), Consumer liking and willingness to pay for high welfare animal-based products, Trends in Food Science & Technology, Volume 21, Issue 11, November 2010, Pages 537-543.
34. Schröeder and McEachern（2004）, Integrating the voice of the consumer within the value chain: A focus on value-based labelling communications in the fresh-meat sector, The Journal of Consumer Marketing, 2004, 21, 7.
35. Schwartz and Tessler(1972), A test of a model for reducing measured attitude-behavior discrepancies, Journal of Personality and Social Psychology, 24(2), 225–236.
36. Schiffman and Kanuk (2000), Consumer Behavior, Prentice Hall Inc., Englewood Cliff.
37. Si et al.(2020), Understanding intention and behavior toward sustainable usage of bike sharing by extending the theory of planned behavior, Resources, Conservation and Recycling, Volume 152, January 2020, 104513.
38. Smith (1956), Product Differentiation and Market Segmentation as Alternative Marketing Strategies, Journal of Marketing, 21, 3-8.
39. Sobhanifard and Apourvari(2022), Environmental sustainable development through modeling and ranking of influential factors of reference groups on consumer behavior of green products: The case of Iran, Sustainable Development, Volume30, Issue5
40. Wang et al. (2022), Tourists’ travel intention: revisiting the TPB model with age and perceived risk as moderator and attitude as mediator, Tourism Review, Volume77, Issue
41. Wei et al. (2015), Mental Health Literacy Measures Evaluating Knowledge, Attitudes and Help-Seeking: A Scoping Review, BMC Psychiatry, 15, 291.
42. Yuriev et al.(2020), Pro-environmental behaviors through the lens of the theory of planned behavior: a scoping review, Resources, Conservation & Recycling, 155, 104660.