本研究運用理性行為理論(TRA)為基礎，加上產品價格(Price)、環保承諾(Environment Commitment)等之構面作為因素，探討對於消費者的綠色產品(Green Products)購買行為之影響。並以問卷調查作為主要的研究方法。本研究共計發放500份問卷，回收之有效問卷數共計361份，有效問卷之回收率72%。另外，在資料分析方法方面，首先由敘述性統計分析、各構面之因素萃取、檢驗各構面之信度效度、收斂效度分析、並以迴歸分析探討各構面之關聯性。最後則以線性方程模式來驗證本研究各構面間的影響關係，並驗證本研究所提出之各項假設，歸納出下列結論:
一、 產品價格對於消費者的綠色產品購買態度有正向顯著影響。
二、 環保承諾對於綠色產品購買態度有正向顯著影響。
三、 購買態度對於購買意願有正向顯著影響。
四、 主觀規範對於購買意願有正向顯著影響。
五、 購買意願對消費者的綠色產品購買行為有正向顯著影響。

The purpose of this research was based on TRA theory to explore the relationships among product price, Environment Commitment, Consumer Purchase Behavior and take the Green products for example. In total, 500 questionnaires were submitted out and 361 effective questionnaires were returned with effective recovery rate 72%. The data was analyzed by descriptive statistics, factor analysis to find out key factors, discriminate validity, regression analysis and then this research used structural equation model（SEM）to measure the relationship amongst the variables.

The major findings of this research including:
1. Product price has a positive attitude on the purchase of significant impact influence
2. Environment commitment has a positive attitude on the purchase of significant impact influence.
3. Purchase attitude on purchase intentions is positive significantly affected.
4. Subjective norm on purchase intentions is significant positive significantly affected.
5. Purchase intentions have a significant positive influence on consumer purchase behavior of green products.

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