隨著文明的快速發展，地球環境的問題日益嚴峻，氣候變遷、天然資源的耗盡、空氣污染等問題接踵而至，這些成為全世界都關注的議題。為了解決這些問題，各國政府與組織呼籲全民進行綠色消費，消費者的環保意識也隨之上升，企業重視環境永續紛紛推出綠色產品，然而，如何才能讓消費者有意願購買綠色產品呢？這是本研究想探討的問題。
本研究以價值-態度-行為理論為基礎，探究利他主義、風險傾向、綠色信任、綠色購買意圖和樂活消費傾向之間的關係，同時也檢視綠色信任在利他主義和風險傾向與綠色購買意圖之間的中介作用，以及樂活消費傾向對利他主義和風險傾向與綠色信任關係的調節效果。
本研究利用線上填答問卷方式獲取了412份有效樣本，並使用AMOS和SPSS統計軟體進行數據分析。研究結果顯示，本研究之研究架構的模型適配度良好，相關假說的驗證結果為（1）利他主義對綠色信任有正向影響，而風險傾向並無顯著影響；（2）綠色信任對於綠色購買意圖有正向影響；（3）綠色信任會中介利他主義與綠色購買意圖之間關係，對風險傾向與綠色購買意圖的關係並無中介效果；（4）樂活消費傾向對利他主義和風險傾向與綠色信任之關係並無顯著調節效果。這些研究成果提供了理論與實務的貢獻，以及未來學者可以研究的建議和方向，對企業更深入地了解消費者行為也提出了一些實質的參考。

　　 With the rapid development of human society, environmental issues on Earth have become increasingly severe. Problems such as climate change, depletion of natural resources, and air pollution have followed one after another, becoming topics of global concern. To address these issues, governments and organizations around the world are calling for green consumption, and consumer environmental awareness has also risen. Consequently, companies are focusing on environmental sustainability and launching green products. However, how can companies effectively encourage consumers to purchase green products? This is the primary question this study aims to explore.
　　 This research is based on the Value-Attitude-Behavior (VAB) theory, examining the relationships between altruism, risk propensity, green trust, green purchase intention, and LOHAS (Lifestyle of Health and Sustainability) consumption propensity. It aims to understand whether green trust acts as a mediating variable between altruism and risk tendency, and green purchase intention, while also investigating the moderating effect of LOHAS consumption propensity on the relationships between altruism and risk propensity with green trust. Data was collected through an online survey, resulting in 412 valid samples, which were analyzed using AMOS and SPSS statistical software. The results indicate that the hypothesized research model fits best, and the validation results for the hypotheses are as follows: (1) altruism has a positive effect on green trust, while risk propensity does not have a significant positive effect on green trust; (2) green trust positively influences green purchase intention; (3) green trust mediates the relationship between altruism and green purchase intention, but does not have a significant mediating effect between risk propensity and green purchase intention; (4) LOHAS consumption propensity does not have a significant moderating effect on the relationships between altruism and risk propensity with green trust. These findings offer potential theoretical and practical contributions, provide suggestions and directions for future research, and offer practical insights for companies to better understand consumer behavior.

目錄
論文審定書 i
誌 謝 ii
中文摘要 iii
Abstract iv
目錄 v
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 3
第二章 文獻探討 4
第一節 綠色消費以及商品 4
第二節 價值-態度-行為理論 6
第三節 變數介紹 7
第四節 假說推論 15
第三章 研究方法 21
第一節 研究架構 21
第二節 研究樣本 21
第三節 研究假說彙整 23
第四節 操作性定義和衡量方式 24
第五節 統計分析方法 29
第四章 實證結果分析 31
第一節 模型檢測 31
第二節 相關分析 32
第三節 層級廻歸分析 34
第五章 結論與建議 43
第一節 研究分析結果 44
第二節 研究意涵 46
第三節 研究限制與未來研究建議 48
參考文獻 49
附錄一：問卷 60

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