本研究藉由自我相關的變數來探討負面的環境消息與消費者購買有機產品的關係。在接收訊息時，若接收者認為此訊息與自身有關，則自我相關將發生。故，本研究探討負面環境新聞報導的資料來源以及報導內容之不同是否產生不同的自我相關程度以及對報導的態度。此外，不同的自我相關程度是否會對負面報導之態度以及有機食品的購買產生影響也在此研究中被探討。
本研究分別以便利抽樣的方式分別在一般場所以及有機商店收集資料。研究顯示，當報導來源的可信度高、報導內容屬於特定的食物汙染時，則無論在哪種樣本下，將產生較高的自我相關程度以及較正向的對負面環境新聞之態度。此外，在便利樣本下，可信度高的報導來源以及特定的食物汙染報導內容將可產生最大的自我相關程度。然而，在有機商店的樣本下，資料來源之可信度以及報導內容的交互作用對於自我相關之影響卻是不顯著的。
最後，在便利樣本下，高度的自我相關將可產生較正面的對報導之態度。但是，自我相關的效果對有機產品的購買意願以及報導之態度對購買意願之影響都是不顯著的。此外，在有機商店的樣本下，高度的自我相關將可產生較正面的對報導之態度，且較正面的態度也將產生較高的購買意願。然而，高度的自我相關無法產生較高的購買意願。

This study investigates the relationship between adverse news of environmental pollution and counterfeit food via self-referent effect (SRE), which individual processes information by relating a message to his or her own self. Specifically, adverse environmental pollution news is manipulated as specific and general message content reported by high and low source credibility to see its respective and interactive influence on SRE and attitude toward adverse news. Moreover, SRE and attitude are investigated to see their effect on purchase intension. In addition, the relationship between SRE and attitude toward adverse news is also discussed.
In order to see whether different groups, convenient sample and organic stores sample, would lead to different results, hypotheses were discussed in the two samples respectively. Results display that high source credibility and specific message content increase SRE, and attitude toward adverse news no matter in convenient or organic stores sample. However, as to the interaction effect of source credibility and message content, specific message content reported by high source credibility generate the most SRE in both samples and lead to the most favorable attitude in convenient sample but not organic stores sample.
At last, with the results of LISREL, the effect of SRE to attitude of adverse news is significant in both samples. The effect of SRE to purchase intension is not significant in both samples. The effect of attitude to purchase intension is significant in organic stores sample but not in convenient.

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