從十八世紀工業革命至今，全球科技發展完備，同時造成地球環境的破壞殆盡，但隨著企業與環保團體紛紛地倡導與強調環境保護的重要性，讓人們環保意識抬頭不但崇尚自然風行更提升永續發展理念。在市場上也主張購買對地球環境衝擊力較小的產品─綠色產品。有鑑於照明是一般家中常見的產品也是消費者最常接觸到的產品之一，故本研究以節能燈泡作為本次研究的研究產品。

本研究以Ajzen(1985)提出的計劃行為理論(Theory of Planned Behavior, TPB)為基礎來探究消費者對節能燈泡的購買意願。並且加入先前鮮少有學者研究的心理效益變數，探究消費者對於產品的態度。本研究以問卷發放形式進行，採取便利抽樣的方式，並在免費之名問卷網mySurvey做為主要發放平臺。有效問卷回收共412份。問卷中Cronbach’s α值、複合信度、收斂效度與區別效度皆達要求標準，證實了本研究中所有變數皆達有效與一致性的程度。

研究結果發現，消費者的環境關懷、心理效益與功利利益與願為環保而多支出金錢對於產品的態度皆有正向顯著性影響；環境關懷對產品態度中加入產品知識做為干擾變項時確實有正向的干擾效果；產品態度與知覺行為控制對購買意願有正向顯著性影響，而主觀規範則是不顯著。

Since the Industrial Revolution of the 18th century, global technological development has been severely damaging the environment. However, with business companies and environmental groups constantly advocating and emphasizing the importance of environmental protection, public awareness of environmental protection has increased resulting in a greater respect to nature and enhanced notions of sustainable development. At the same time, purchase of “green” or “environmentally friendly” products is encouraged in the market. Considering that it is one of the most common products found in the people’s home and consumers frequently come into contact with it, we use the energy-saving light bulb as the product of this research.

The theory of planned behavior proposed by Ajzen (1985) is applied to explore consumers’ intentions of purchasing energy-saving bulbs. Besides, variables of psychological benefits that previously received little attention from the scholars are also taken into account. Our study employs survey and convenience sampling approaches to conduct the research on the mySurvey website. A total of 450 copies of questionnaires were collected with 412 copies being valid. The results of the Cronbach's α, composite reliability, convergent validity, and discriminant validity confirm to the required standards, as well as all the variables are confirmed as being valid and consistent.

The results show that consumers’ environmental concerns, psychological benefits, utilitarian benefits, and economic factors for product attitude have positive and significant impact. Environmental concerns for product attitude have positive and significant moderation when product knowledge is added. Product attitude and perceived behavioral control positively impact purchase intentions, while subjective norm do not show such impact.

一、中文部分
1. 飛利浦官網 http://www.philips.com.tw/index.page
2. 行政院環境保護署(2007). 2006年環保署環保標章白皮書.
3. 自由時報 http://www.libertytimes.com.tw/2009/new/sep/21/today-life2.htm
4. 溫雅貴(2003)，「綠建築標章應用在住宅類建築接受態度之研究﹣以綠色消費觀點探討」，國立臺灣大學土木工程學研究所碩士論文。
5. 經濟部標準檢驗局 http://www.cnsonline.com.tw/
6. 今日新聞 http://www.nownews.com/2010/12/09/11490-2672088.htm
7. 今日新聞 http://www.nownews.com/2012/09/05/320-2851686.htm
7.今日新聞 http://www.nownews.com/2012/09/05/320-2851686.htm

二、英文部分
1. Alba, J. W., and Hutchinson, J. W. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13(4), 411-453.
2. Amyx, D. A., Dejong, P. F., and Wiener, J. L. (1994). Influencers of Purchase Intentions for Ecologically Safe Products: An Exploratory Study. in Park, C. W. et al. (Edition). AMA Winter Educators’ Conference Proceeding, American Marketing Association, Chicago, IL, Vol5, 341-347.
3. Ajzen, I. (2001). Nature and Operation of Attitude. Annual Reviews Psychology, 52(1), 27-58.
4. Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Process. 50(2), 179-211.
5. Ajzen, I., and Fishbein, M. (1977). Attitude-Behavior Relations: A Theoretical Analysis and Review of Empirical Research. Psychological Bulletin. 84(5), 888-918.
6. Ajzen, I., and Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, New Jersey, Prentice Hall.
7. Andreoni, J. (1990). Impure Altruisn and Donations to Public Goods: A Theory of Warm-Glow Giving. The Economic Journal. 100(401), 464-477.
8. Bamberg, S. (2003). How Does Environmental Concern Influence Specific Environmentally Related Behaviors? A New Answer to and Old Question. Journal of Environmental Psychology. 23(1), 21-32.
9. Bar-Tal, D., and Raviv, A. (1982). A Cognitive Learning Model of Helping Behavior a Development : Possible Implication and Application. In N, Eisenberg edition, The Development of Prosocial Behavior (p199-218), New York: Academic Press.
10. Batra, R., and Ahtola, O. T. (1991). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters. 2(2), 159-170.
11. Belk, RW., Bahn, KD., and Mayer, RN. (1982). Development Recognition of Consumption Symbolism. Journal of Consumer Research. 9(1), 4-17.
12. Bennett, A., and Chakravarti, A. (2009). The Self and Social Signaling: Explanations for Consumption of CSR- Associated Products. Advances in Consumer Research. 36(), 49-50.
13. Bensal, H., and Taylor, S. (2002). Investigating Interactive Effects in the Theory of Planned Behavior in a Service Provider Switching Context. Psychology and Marketing. 19(5), 407-425.
14. Betty, S. E., and Smith, S. M. (1987). External Search Effort: An Investigation Across Several Product Categories. Journal of Consumer Research, 14(1), 83-95.
15. Bock, G., and Kim, Y. (2002). Breaking the Myths of Reward: An Exploratory Study of Attitude about Knowledge Sharing. Information Resources Management Journal. 15(2), 14-21.
16. Burton, S., Lichtenstein, D. R., Netemeyer, R. G., and Garretson, J. A. (1998). The Scale for Measuring Attitude toward Private Label Products and an Examination of its Psychological and Behavioral Correlates. Journal of the Academy of Marketing Science. 26(4), 293-306.
17. Chan, R. Y., and Lau, L. B. (2001). Explaining Green Purchasing Behavior: A Cross-Cultural Study on American and Chinese Consumers. Journal of International Consumer Marketing. 14(2/3), 9-32.
18. Chitturi, R., Raghunathan, R., and Mahajan, V. (2008). The Role of Hedonic Versus Utilitarian Benefits. Journal of Marketing. 72(3), 48-63.
19. Chow, W. S., and Chen, Y. (2009). Intended Belief and Actual Behavior in Green Computing in Hong Kong. Journal of Computer Information Systems. 50(2), 136-141.
20. D’Souza, C., Taghian, M., and Khosla, R. (2007). Examination of Environmental Belief 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.
21. Dhar, R., and Wertenbroch, K. (2000). Consumer Choice Between Hendonic and Utilitarian Goods. Journal of Marketing Research. 37(1), 60-71.
22. Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., and Bohlen, G. M. (2003). Can Socio-Demographics Still Play a Role In Profiling Green Consumers? A Review of the Evidence and an Empirical Investigation. Journal of Business Research. 56(6), 465-480.
23. Dodds, W. B., Monroe, K. B., and Grewal, D. (1991). Effect of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research. 28(3), 307-319.
24. Egales, J. F., and Blackwell, R. D. (1995). Consumer Behavior. Dryden Press. Chicago.
25. Eisenberg, N., and Fabes, R. A. (1991). Prosocial Behavior and Empathy: A Multimethod Developmental Perspective. In Prosocial Behavior, Park, N., and Clark, M. S. edition, CA: SAGE.
26. Finisterra do Paço, Arminda M., and Barata Raposo, Mário Lino. (2010). Green Consumer Market Segmentation: Empirical Finding from Portugal. International Journal of Consumer Studies. 34(4), 429-436.
27. Fishbein, M. (1963). An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object. Human Relations. 16(3), 233-239.
28. Fishbein, M., and Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research Reading. MA. Addison-Wesley.
29. Fishbein, M., and Ajzen, I. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ : Prentice-Hall.
30. Flynn, L. R., and Goldsmith, R. E. (1999). A Short, Reliable Measure of Subjective Knowledge. Journal of Business Research. 46(1), 57-66.
31. Fornell, C., and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research. 18(1), 39-50.
32. Hartmann, P., and Apaolaza-Ibáñez, V. (2011). Consumer Attitude and Purchase Intention toward Green Energy Brands: the Role of Psychological Benefits and Environmental Concern. Journal of Business Research. 65(9), 125-1263.
33. Hawkins, D. I., Best, R. J., and Coney, K. A. (1998). Consumer Behavior: Building Marketing Strategy. McGraw-Hill College, 7th edition.
34. Hindriks, J., and Pancs, R. (2002). Free Riding on Altruism and Group Size. Journal of Public Economic Theory. 4(3), 335-346.
35. Hirschman, E. C. (1981). Comprehending Symbolic Consumption: Three Theoretical Issues. In: Hirschman, E. C., and Holbrook, M. B. Editors. Symbolic Consumer Behavior. Ann Arbor, MI: Association for Consumer Research. 4-6.
36. Holbrook, M. B., and Brtra, R. (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research. 14(3), 404-420.
37. Kassarjian, H. H. (1971). Personality and Consumer Behavior: A Review. Journal of Marketing Research. 8(4), 409-418.
38. Kim, H. Y., and Chung, J. E. (2011). Consumer Purchase Intention for Organic Personal Care Products. Journal of Consumer Marketing. 28(1), 40-47.
39. Krebs, C. J.(1978). The Experimental Analysis of Distribution and Abundance 2th edition. The University of British Columbia New York.
40. Kolter, P. (1991). Management Analysis, Planning Implementation, and Control. 8th edition.
41. Lusk, J. L., Nilsson, T., and Foster, K. (2007). Public Preferences and Private Choices: Effect of Altruism and Free Riding on Demand for Environmentally Certified Pork. Environmental and resource economics. 36(4), 499-521.
42. Malhotra, N. K. (1993). Marketing Research, A applied Orientation. New Jersey: Englewood Cliffs.
43. Manget, J., Roche, C., and Münnich, F. (2009). Capturing the Green Advantage for Consumer Companies. Boston: The Boston Consulting Group.
44. Mohamed, M. M. (2006). Antecedents of Egyptian Consumers’ Green Purchase Intentions. Journal of International Consumer Marketing. 19(2), 97-126.
45. Nunes, P., and Schokkaert, E. (2003). Identifying the Warm Glow Effect in Contingent Valuation. Journal of Environmental Economics and Management. 45(2), 231-245.
46. Nunnally, J. C. (1978). Psychometric Theory. Englewood Cliffs. NJ: McGraw-Hill, 2nd Edition.
47. Robert, J. A. (1996). Green Consumers in the 1990s: Profile and Implications for Advertising. Journal of Business Research. 36(3), 217-231.
48. Roberts, J. A., and Bacon, D. R. (1997). Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior. Journal of Business Research. 40(1), 79-89.
49. Robert, G. (1998). Competitive Altruism: from Reciprocity to Handicap Principle. Proceedings of the Royal Society of Biological Science. 265(1394), 427-431.
50. Roe, B., Teislb, M.F., Levyc, A., and Russell, M. (2001). US Consumer’s Willingness to Pay for Green Electricity. Energy Policy. 29(11), 917-925.
51. Rosenberg, M. J., and Hanland, J. C. (1960). Low-Commitment Consumer Behavior. Journal of Abnormal and Social Psychology. 16(2), 367-372.
52. Salmela, S., and Varho, V. (2006). Consumer in the Green Electricity Market in Finland. Energy Policy. 34(18), 3669-3683.
53. Ellen, P. (1994). Do We Know what We Need to Know? Objective and Subjective Knowledge Effects on Pro-Ecological Behaviors. Journal of Business Research. 30(1), 43-52.
54. Schroeder, D., Penner, L., Dovidio, J., and Piliavin, J. (1995). The Psychology of Helping and Altruism. New York: McGraw Hill.
55. Schuhwerk, M. E., and Lefkoff-Hagius, R. (1995). Green or not-Green? Does Type of Appeal Matter when Advertising a Green Product? Journal of Advertising. 24(2), 45-54.
56. Schwartz, J., and Miller, T. (1991). The Earth’s Best Friends. American Demographics. 13(0), 26-35.
57. Schwarz, R. M. (1994). The Skilled Facilitator: Practical Wisdom for Developing Effective group. San Francisco, CA: Jossey-Bass Publishers.
58. Shimp, T. A., and Kavas, A. (1984). The Theory of Reasoned Action Applied to Coupon Usage. Journal of Consumer Research. 11(3), 795-809.
59. Solomon, M. R. (1983). The Role of Products as Social Stimuli: a Symbolic Interactionsim Perspective. Journal of Consumer Research. 10(3), 319-329.
60. Strahilevitz, M. A., and Loewenstein, G. (1998). The Effect of Ownership History on the Valuation Objects. Journal of Consumer Research. 25(3), 276-289.
61. Tarkiainen, A., and Sundqvist, S. (2005). Subjective Norms, Attitude and Intentions of Finnish Consumers in Buying Organic Food. British Food Journal. 107(11), 808-822.
62. Taylor, S., and Todd, P. (1995). Understanding Household Garbage Reduction Behavior: a Test of an Integrated Model. Journal of Public Policy and Marketing. 14(2), 192-204.
63. Vugt, V. M., Roberts, G., and Hardy, C. (2007). Competitive Altruism: Development of Reputation Based Cooperation in Groups. In Dunbar, R., Barrett, L. edition. Handbook of Evolutionary Psychology. Oxford, England: Oxford University Press: 531-540.
64. Voss, K. E., Spangenberg, E. R., and Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research. 40(3), 310-320.
65. Wüstenhagen, W., and Bilharz, M. (2006). Green Energy Market Development in Germany: Effective public Policy and Emerging Customer Demand. Energy Policy 34(13), 1681-1696.
66. Zarnikau, J. (2003) Consumer Demand for Green Power and Energy Efficiency. Energy Policy. 31(15), 1661-1672.
67. Zimmer, M.R., Stafford, T. F., and Stafford, M. R. (1994). Green Issues: Dimension of Environmental Concern. Journal of Business Research. 30(1), 63-74.