隨著氣候變遷與資源枯竭問題⽇益嚴峻，企業綠⾊⾏銷策略⽇漸受到重視，
其中以品牌主導之回收活動為代表的永續實踐，更成為企業展現社會責任與環境
價值的具體作法。整體⽽⾔，消費者對環保議題已有⼀定程度的認同，但對參與
相關⾏動的意願仍有待提升，特別是在⾯對品牌倡議的具體⾏動時，參與動機仍
顯不⾜。本研究以計劃⾏為理論（Theory of Planned Behavior, TPB）為基礎，探
討⾏為態度、主觀規範、知覺⾏為控制等構⾯對參與品牌回收⾏為意圖之影響，
並納⼊「感知誘因」作為擴充變項，進⼀步檢驗「年齡」在其中的調節作⽤。
本研究透過網路問卷調查，共回收有效樣本 442 份，採⽤ SPSS 與 AMOS 進
⾏敘述統計、驗證性因素分析與結構⽅程模型檢定。結果顯⽰，TPB 三構⾯皆對
⾏為意圖具有正向且顯著之影響，其中以知覺⾏為控制影響⼒最強。感知誘因亦
具顯著影響⼒，並提升整體模型對⾏為意圖之解釋⼒⾄ 71.2%。此外，年齡在感
知誘因與⾏為意圖間具有顯著負向調節效果，顯⽰年輕消費者更易受誘因激勵⽽
產⽣⾏動傾向。
本研究除驗證 TPB 理論於品牌回收活動情境之適⽤性，亦補充誘因與年齡對
永續⾏為之⼼理歷程的實證資料，並提出強化誘因設計、優化參與⾨檻與營造社
會規範等實務建議，以作為企業規劃永續⾏銷活動之參考。

In response to rising concerns over climate change and resource depletion, green
marketing has become an essential strategy for demonstrating corporate social
responsibility. Among such efforts, brand-led recycling programs have emerged as key
sustainability initiatives. While consumers generally exhibit awareness and recognition
of environmental issues, their willingness to actively participate in such initiatives
remains limited. This study applies the Theory of Planned Behavior (TPB) to examine
how attitude, subjective norms, and perceived behavioral control influence consumers’
intentions to participate in brand-led recycling programs. Perceived incentives are
incorporated as an extended variable, with age as a moderating factor.
A total of 442 valid responses were collected via an online survey and analyzed
using SPSS and AMOS. The results confirm that all TPB constructs significantly
influence behavioral intention, with perceived behavioral control being the strongest
predictor. Perceived incentives also exert a significant positive effect, increasing the
model’s explanatory power to 71.2%. Furthermore, age negatively moderates the
relationship between perceived incentives and behavioral intention, indicating that
younger consumers are more responsive to incentives.
These findings validate the TPB’s applicability in the context of green marketing
and underscore the strategic importance of incentive design and demographic
segmentation in encouraging sustainable consumer behavior.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第二章 文獻回顧 7
第一節 綠色行銷 7
第二節 品牌主導之回收活動 10
第三節 計劃行為理論（THEORY OF PLANNED BEHAVIOR, TPB） 14
第四節 誘因與其認知影響 19
第五節 小結 23
第三章 研究假說與架構 24
第一節 研究架構 24
第二節 研究假說 25
第三節 研究方法 29
第四節 操作型定義 32
第五節 問卷設計與發放程序 33
第四章 研究結果 38
第一節 樣本概況與群體差異分析 38
第二節 信度與效度分析 57
第三節 構面間之雙變量關係 61
第四節 結構方程模型檢定與路徑分析 63
第五節 小結 69
第五章 模型調整與結果驗證 71
第一節 模型調整依據與邏輯 71
第二節 修正後模型之驗證結果 73
第三節 模型比較與結構修正貢獻 83
第六章 結論與建議 85
第一節 研究結論 85
第二節 實務建議 87
第三節 研究限制 89
第四節 未來研究建議 91
參考文獻 93
附錄 103

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