近年來，環境永續是全球關注的重要議題，永續發展在世界各國逐漸形成共識並積極推動相關措施。全球環保意識的提升使得消費者對可持續產品的需求明顯增加，循環經濟已然成為趨勢，然而消費者具有環保意識及對綠色消費的正向態度，卻不一定代表有高度的行為意圖。
回顧文獻，雙歧理論主張個體對同一態度對象同時存在正向態度及負向態度，雙歧態度可能能夠解釋個體的矛盾表現。然而，過去關於雙歧理論的研究，在綠色消費及消費者行為領域較為缺乏，並且較少有研究分別討論雙歧態度的正向態度與負向態度，因此，本研究將分別針對雙歧態度的正向態度與負向態度進行討論，並且納入環保意識的個體因素與功能價值的非個體因素，更深入的探討影響綠色消費者雙歧態度的因素。此外，過去研究對於雙歧態度與行為意圖的關係各有說法，考慮到綠色標籤可能是影響消費者行為意圖重要因素，本研究同時探討綠色標籤對雙歧態度與行為意圖關係的影響。總結來說，本研究旨在探討環保意識及功能價值對綠色消費者雙歧態度的影響，綠色消費者雙歧態度對行為意圖的影響，以及綠色標籤對雙歧態度與行為意圖關係的影響。
本研究的研究對象為台灣地區一般民眾，以網路問卷為發放方式，共收回有效問卷295份，將此樣本以迴歸模型來驗證雙歧態度、環保意識、功能價值、綠色標籤與行為意圖之關係。
研究結果顯示，環保意識及功能價值皆能顯著負向影響消費者雙歧態度，其中兩者與認知層面顯著相關，於情感層面則沒有顯著影響，其次，雙歧態度與行為意圖呈現顯著負向關係，最後，綠色標籤能夠顯著的弱化雙歧態度與行為意圖的負向關係。

In recent years, rising environmental consciousness has led to increased consumer demand for sustainable products, making the circular economy a trend. However, consumers' environmental consciousness and positive attitudes toward green consumption do not necessarily translate into high behavioral intentions.
A review of the literature reveals that ambivalence theory posits individuals may hold both positive and negative attitudes toward the same object, which may explain inconsistent performance. However, past research on ambivalence theory has lacked in green consumption and consumer behavior, particularly in examining positive and negative attitudes separately. Thus, this study will explore both positive and negative attitudes within ambivalence, incorporating environmental consciousness and functional value to examine what influences consumers’ attitudinal ambivalence towards green products. Additionally, previous studies have offered varied perspectives on the relationship between attitudinal ambivalence and behavioral intentions. Considering that green labels may influence consumers' behavioral intentions, this study also investigates the effect of green labels on the relationship between attitudinal ambivalence and behavioral intentions. In summary, this research aims to explore the impact of environmental consciousness and functional value on green consumers' attitudinal ambivalence, the influence of attitudinal ambivalence on behavioral intentions, and the moderating role of green labels in this relationship.
This study collected 295 valid questionnaires from the general public in Taiwan. The research results show: (1) environmental consciousness and functional value significantly negatively affect consumers' attitudinal ambivalence, particularly influencing the cognitive aspect but not the emotional aspect. (2) attitudinal ambivalence is negatively related to behavioral intentions. (3) green labels weaken the negative relationship between attitudinal ambivalence and behavioral intentions.

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