隨著環保意識的興起，許多企業著手研發或甚至銷售綠色產品，以提升企業形象及推動永續發展之理想，然而，並非所有綠色產品都有好的銷售表現，主要原因為多數企業忽略消費者需求，故本研究從消費者觀點來探討，在購買綠色產品時消費者所重視的因素。回顧過去之文獻皆以單一綠色產品做研究，而本研究期許能針對不同產品分類去了解在不同情況下，消費者對因素的重視程度是否會有差異。另外，過去多數文獻有針對涉入程度不同會影響購買的情境與意願之研究，然而對於綠色產品之購買意願，又會如何影響，是本研究欲探討之另一部分；故將涉入程度作為干擾變數，以了解其對綠色購買意願干擾影響是否存在，又會如何干擾。
本研究以發放問卷方式，並主要利用階層回歸分析去驗證假設。研究結果發現，價格、產品效能、環保認證標章及口碑皆對綠色產品購買意願有正面影響。另外在產品涉入程度高的情況下，消費者會更加重視價格及產品效能此兩項屬性，而較不重視環保認證標章；對於產品之口碑，則發現涉入程度並未有干擾影響存在。如此結果能提供企業在研發或銷售不同涉入程度之綠色產品時，能針對消費者需求做策略上調整，以提升銷售表現，真正推動永續發展之理念。

With industrial development, more and more people have the environmental awareness. Furthermore, many kind of business start dedicated in developing and selling green products. Hence, whether these green products sold well is quite important. However, the academic studies only focus on one particular green product. And for the topic of involvement, the studies only investigate how involvement intervene the buying intention of traditional products. This thesis tries to cover the academic gap, and the result of the study can help companies to adjust their marketing strategies for green product on different involvement level.

This study collects the data from questionnaire, and analyzes mainly by hierarchical regression to test hypotheses. The result shows that all the factors we mentioned have the positive impact on purchase intention of green product. For involvement as the moderator; in the situation of high involvement, consumers focus on the price and the product’s efficiency more than low involvement. However, in the situation of low involvement, consumers emphasize on eco-certifications more than high involvement. Finally, there is no interference in the relationship of WOM and green product’s purchase intention when the involvement as moderator.

李啟誠, & 李羽喬. (2010). 網路口碑對消費者購買決策之影響-以產品涉入及品牌形象為干擾變項: 中華管理評論國際學報.
陳陵援, 張. (1994). 環保標章與綠色消費. 思與言, 32(4), 101-114.
劉志堅 (2004). 產業的綠色產品及綠色管理策略—歐盟RoHS、WEEE指令的因應之道, 看守臺灣, 6(4), 45-58
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.
Alden, D. L., Hoyer, W. D., & Wechasara, G. (1989). Choice Strategies and Involvement: A Cross-Cultural Analysis. Advances in Consumer Research, 16(1).
Andrews, J. C., Durvasula, S., & Akhter, S. H. (1990). A framework for conceptualizing and measuring the involvement construct in advertising research. Journal of Advertising, 19(4), 27-40.
Baker, W. E. (2000). Networking smart: How to build relationships for personal and organizational success: iUniverse, Incorporated.
Bei, L.-T., & Simpson, E. M. (1995). The determinants of consumers' purchase decisions for recycled products: an application of acquisition-transaction utility theory. Advances in Consumer Research, 22, 257-257.
Biswas, A., & Blair, E. A. (1991). Contextual effects of reference prices in retail advertisements. The Journal of Marketing, 1-12.
Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer search: an extended framework. Journal of Consumer Research, 119-126.
Brennan, L., & Mavondo, F. (2000). Involvement: An unfinished story. Proceedings of ANZMAZ, 132-137.
Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 210-224.
Chan, R. Y. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18(4), 389-413.
Coad, A., de Haan, P., & Woersdorfer, J. S. (2009). Consumer support for environmental policies: An application to purchases of green cars. Ecological Economics, 68(7), 2078-2086.
D'Souza, C. (2004). Ecolabel programmes: a stakeholder (consumer) perspective. Corporate Communications: An International Journal, 9(3), 179-188.
D'Souza, C., Taghian, M., & Khosla, R. (2007). Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention. Journal of Targeting, Measurement and Analysis for Marketing, 15(2), 69-78.
D'Souza, C., Taghian, M., & Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communications: An International Journal, 11(2), 162-173.
D'Souza, C., Taghian, M., Lamb, P., & Peretiatkos, R. (2006). Green products and corporate strategy: an empirical investigation. Society and Business Review, 1(2), 144-157.
DASTOUS, A., Bensouda, I., & Guindon, J. (1989). A re-examination of consumer decision-making for a repeat purchase product-Variations in product importance and purchase frequency. Advances in Consumer Research, 16, 433-438.
Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 416-427.
Dickson, P. R., & Sawyer, A. G. (1986). Point-of-purchase behavior and price perceptions of supermarket shoppers: Marketing Science Institute.
Dickson, P. R., & Sawyer, A. G. (1990). The price knowledge and search of supermarket shoppers. The Journal of Marketing, 42-53.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research (JMR), 28(3).
Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the Academy of marketing Science, 25(4), 283-295.
Engel, A. K., Fries, P., & Singer, W. (2001). Dynamic predictions: oscillations and synchrony in top–down processing. Nature Reviews Neuroscience, 2(10), 704-716.
Engel, J. F., & Blackwell, R. D. (1982). Consumer behavior; Marketing research (4th edition ed. Vol. 4th edition): Dryden Press (Chicago).
Erevelles, S., Roy, A., & Vargo, S. L. (1999). The use of price and warranty cues in product evaluation: a comparison of US and Hong Kong consumers. Journal of International Consumer Marketing, 11(3), 67-91.
Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. The Journal of Marketing, 83-97.
File, K. M., & Prince, R. A. (1992). Positive word-of-mouth: customer satisfaction and buyer behaviour. International Journal of Bank Marketing, 10(1), 25-29.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of marketing Science, 26(2), 83-100.
Glegg, G. A., & Richards, J. P. (2007). Chemicals in Household Products: Problems with Solutions. Environmental management, 40(6), 889-901.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 454-462.
Holak, S. L., & Lehmann, D. R. (1990). Purchase intentions and the dimensions of innovation: an exploratory model. Journal of Product Innovation Management, 7(1), 59-73.
Hoyer, W. D. (1984). An examination of consumer decision making for a common repeat purchase product. Journal of Consumer Research, 822-829.
Jacobson, R., & Obermiller, C. (1990). The formation of expected future price: A reference price for forward-looking consumers. Journal of Consumer Research, 420-432.
Kalyanaram, G., & Little, J. D. (1994). An empirical analysis of latitude of price acceptance in consumer package goods. Journal of Consumer Research, 408-418.
Kotler, P. (1988). Marketing management: Analysis, planning, implementation, and control.
Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356.
Levitt, T. (2004). Marketing myopia. 1960. Harvard business review, 82(7-8), 138.
Macdonald, E. K., & Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication. Journal of Business Research, 48(1), 5-15.
Makower, Elkington, & Hailes. (1993). The Green Consumer Penguin Group (USA) Incorporated.
Martin, C. L. (1998). Relationship marketing: a high-involvement product attribute approach. Journal of Product & Brand Management, 7(1), 6-26.
Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality: How consumers view stores and merchandise, 209-232.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. The Journal of Marketing, 81-101.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20-38.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which" intenders" actually buy? Journal of Marketing Research (JMR), 29(4).
Nessim, H., & Wozniak, R. (2001). Consumer behavior: An applied approach: Prentice-Hall, Upper Saddle River, NJ.
Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: ways to improve consumer appeal for environmentally preferable products. Environment: Science and Policy for Sustainable Development, 48(5), 22-36.
Peattie, K. (2001). Towards sustainability: the third age of green marketing. The Marketing Review, 2(2), 129-146.
Peattie, K., & Charter, M. (1994). Green marketing. The marketing book, 5, 726-755.
Peattie, K., & Crane, A. (2005). Green marketing: legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357-370.
Prendergast, G., Ko, D., & Yuen, S. Y. V. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708.
Rashid, N. R. N. A. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), P132.
Robertson, T., Zielinski, S., & Ward, J. (1985). Consumer Behavior, Illinois: Scott Foresman and Company,”.
Rosen, E. (2001). The anatomy of buzz: how to create word-of-mouth marketing. The Cornell Hotel and Restaurant Administration Quarterly, 42(3), 7.
Rothschild, M. L. (1984). Perspectives on involvement: current problems and future directions. Advances in Consumer Research, 11(1), 216-217.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior (8th ed.): Prentice Hall.
Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. Journal of Consumer Research, 325-343.
Simon, F. L. (1992). Marketing green products in the triad. Columbia Journal of World Business, 27(3-4), 268-285.
Tanner, C., & Wölfing Kast, S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883-902.
Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of marketing Science, 28(2), 278-290.
Thøgersen, J., Jørgensen, A. K., & Sandager, S. (2012). Consumer decision making regarding a “green” everyday product. Psychology & Marketing, 29(4), 187-197.
Tsai, C.-C. (2012). A research on selecting criteria for new green product development project: taking Taiwan consumer electronics products as an example. Journal of Cleaner Production, 25, 106-115.
Whitson, D. A., & Henry, W. A. (1996). What's in a label? Environmental issues in product packaging. Journal of Euromarketing, 5(3), 29-42.
Winer, R. S. (1988). Behavioral perspective on pricing: buyers’ subjective perceptions of price revisited. Issues in pricing: Theory and research, 35-57.
Wolf, C., & Seuring, S. (2010). Environmental impacts as buying criteria for third party logistical services. International Journal of Physical Distribution & Logistics Management, 40(1/2), 84-102.
Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 341-352.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
李啟誠 & 李羽喬.(2010). 網路口碑對消費者購買決策之影響-以產品涉入及品牌形象為干擾變項: 中華管理評論國際學報.
陳陵援, 張.(1994).環保標章與綠色消費. 思與言,32(4),101-114.