近幾年，受到消費者環保意識提升及ESG趨勢之影響，企業更重視己身之綠 色品牌形象，以提升消費者對其之觀感，企業亦發表越來越多綠色產品，其中， 以銀行業為例，不少間銀行紛紛推出綠色信用卡，並祭出綠色消費回饋、碳足跡 追蹤等綠色行銷方式，吸引消費者辦卡。本研究主要探討環保意識、綠色行銷、 綠色品牌形象與綠色購買意願之間的關係，並研究綠色行銷與綠色品牌形象在環 保意識對綠色購買意願之間的調節效果。
本研究透過線上之方式發放文卷，總共蒐集307份，並透過迴歸分析等統計 方法分析研究結果，結果顯示:(1) 環保意識與綠色購買意願具有正向關係;(2) 綠色行銷對環保意識與綠色購買意願具有正向調節效果;(3) 綠色品牌形象對環 保意識與綠色購買意願具有正向調節效果。
根據實證結果，消費者之環保意識越高，其綠色購買意願越高，對於銀行來 說，其可以透過綠色行銷與建立綠色品牌形象，提升消費者之綠色購買意願，無 論消費者之環保意識的高低。最後，也在本研究最後提出實務意涵與未來研究建議，供後續企業與研究者進行參考。

In recent years, influenced by increase in consumers' environmental awareness and ESG trends, companies have paid more attention to their own green brand image in order to enhance consumers' perceptions of it, and companies have also released more and more green products. For example, many banks have launched green credit cards and attracted consumers to apply for the card by green marketing such as green consumption rewards and carbon footprint tracking. This research mainly explores the relationship between environmental awareness, green purchase intention, green marketing and green brand image. Then, this study also explores the moderating effect of green marketing in environmental awareness and green purchase intention.
The research questionnaire is conducted online. The questionnaire was collected 307 in total. The research statistical methods include reliability analysis, correlation analysis and regression analysis.
The analysis results are as follows: (1) Environmental awareness has a positive relationship with green purchase intention; (2) Green marketing has a positive adjusting effect on the relationship between environmental awareness and green purchase intention.; (3) Green brand image has a positive adjusting effect on the relationship between environmental awareness and green purchase intention.
According to the analysis results, consumers have higher environmental awareness, they will buy green products more frequently. For banks, they can increase consumers' green purchase intention through green marketing and building a green brand image, regardless of the level of consumers' environmental awareness. Finally, the practical implications and future research suggestions are also put forward at the end of this study for the reference of enterprise teams and researchers.

論文審定書 i
誌 謝 ii
中文摘要 iii
Abstract iv
目 錄 v
圖 次 vi
表 次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 環保意識 3
第二節 綠色購買意願 4
第三節 綠色行銷 5
第四節 綠色品牌形象 7
第五節 假說推導 8
第三章 研究方法 11
第一節 研究架構 11
第二節 研究樣本 12
第三節 變數操作型定義與衡量方式 16
第四節 統計分析方法 19
第四章 資料分析與結果 21
第一節 相關分析 21
第二節 層級迴歸分析 23
第五章 結論與建議 31
第一節 研究分析結果 31
第二節 研究貢獻 32
第三節 研究限制與未來研究建議 33
參考文獻 35

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