本研究旨在探討綠色態度（對環境議題的態度與對生態社會利益的態度）及綠色感知價值對消費者購買有機食品意圖之影響，並進一步檢驗價格敏感度在綠色感知價值與綠色購買意圖間的調節作用。為達成研究目的，本研究採用便利抽樣並透過網路問卷方式收集資料，共回收 325 份有效問卷，並運用 SPSS 30 與 AMOS 27 進行因素分析、信效度檢定與結構方程模型分析。
研究結果顯示，對環境議題的態度與對生態社會利益的態度均能透過綠色感知價值部分中介，正向影響消費者的有機食品購買意圖，意即消費者對綠色產品的正面評價可藉由更高的綠色感知價值進一步促進其購買行為。雖然本研究原先假設價格敏感度能在綠色感知價值與綠色購買意圖間扮演負向調節角色，但實證結果顯示未達顯著。然而，在人口統計特性分析部分，女性對價格敏感度較高，而男性在綠色感知價值的認知上較女性為高，顯示性別差異於行銷策略中仍有參考意義。
整體而言，本研究除驗證綠色態度、綠色感知價值與綠色購買意圖三者之間的重要關係，也提供了性別差異與價格敏感度之實證發現，對有機食品業者之推廣策略及後續學術研究均具參考價值。

This study investigates how green attitudes (toward environmental issues and ecological/social benefits) and green perceived value affect consumers’ purchase intentions for organic foods, and whether price sensitivity moderates the relationship between green perceived value and purchase intention. A total of 325 valid responses were collected using convenience sampling and online surveys. Data were analyzed via factor analysis, reliability and validity tests, and structural equation modeling (SEM) with SPSS 30 and AMOS 27.Results show that attitudes toward environmental issues and ecological-social benefits positively influence purchase intention, partially mediated by green perceived value. Hence, stronger green attitudes raise consumers’ perceptions of environmental and social value, thus leading to greater purchase intentions. This partial mediation indicates that green perceived value is a crucial mechanism linking green attitudes to purchase intention. Although a negative moderating effect of price sensitivity was hypothesized between green perceived value and purchase intention, it was not statistically significant.Moreover, female consumers exhibited higher price sensitivity, while male consumers reported higher green perceived value, suggesting differences in how each gender evaluates organic foods. Nonetheless, these insights inform market segmentation and promotional strategies.Overall, this study further highlights the significance of green attitudes and green perceived value in shaping organic food purchase intentions. It also demonstrates the roles of price sensitivity and gender differences in the organic food market, offering practical implications for marketers and retailers, and contributing to the literature by integrating attitudes, perceived value, and consumer behavior in green consumption.

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