本研究探討了在電動車領域，綠色創新對於綠色購買意願的影響。隨著現今的趨勢與環保意識的提升，世界各國對永續態度的轉變和發展，了解採用環保技術如何影響消費者的議題也變得更加重要。在台灣，得益於政府政策與基礎設施的發展，有效助長了電動車的銷售與普及。本研究探討了綠色創新（定義為減少環境影響的新或改良的實踐、結構和產品）如何影響消費者購買電動車的意願。此外，本研究也探討了綠色行銷和綠色品牌形象對此關係的調節作用。

經由量化研究方法，本研究收集了322名受訪者的問卷資料。結果呈現綠色創新與綠色購買意願之間存在正相關關係。此外，通過環保標章標籤和環境友善方式進行的綠色行銷，對綠色創新與綠色購買意願之間的關係有正向的調節作用，增強了綠色創新對購買意願的影響。反之，假說中預期的綠色品牌形象的調節作用沒有得到支持，這表示當綠色創新已經是一個關鍵因素時，消費者對品牌環保責任的認知可能不會顯著影響其購買決策。

研究結果強調了綠色創新在推動消費者採用電動車方面的關鍵作用，並強調了有效的綠色行銷策略的重要性。然而，綠色品牌形象與消費者行為之間的複雜動態需要進一步研究。本研究對於希望推動綠色創新的政策制定者和相關從業人員提供見解和決策上的建議。

This study investigates the impact of green innovation on green purchase intentions within the electric vehicle (EV) sector. The global shift towards sustainability has heightened the importance of understanding the factors influencing consumer decisions to adopt environmentally friendly technologies. In Taiwan, government policies and infrastructure developments have significantly supported the growth of EVs. This research explores how green innovation—defined as new or modified practices, structures, and products that minimize environmental impact—affects consumer willingness to purchase EVs. Additionally, the study examines the moderating effects of green marketing and green brand image on this relationship.
Utilizing a quantitative approach, data were collected from 322 respondents via an online questionnaire. The results indicate a positive correlation between green innovation and green purchase intentions. Furthermore, green marketing, through eco-labeling and environmentally focused advertising, was found to positively moderate this relationship, enhancing the impact of green innovation on purchase intentions. Conversely, the anticipated moderating effect of green brand image was not supported, suggesting that consumers' perceptions of a brand's environmental responsibility may not significantly influence their purchase decisions when green innovation is already a key factor.
The findings highlight the critical role of green innovation in driving consumer adoption of EVs and underscore the importance of effective green marketing strategies. However, the complex dynamics between green brand image and consumer behavior warrant further investigation. This study contributes to the broader understanding of sustainable consumer behavior and provides actionable insights for policymakers and industry stakeholders aiming to promote green technologies.

VALIDATION LETTER i
中文摘要 ii
ABSTRACT iii
TABLE OF CONTENTS v
TABLE OF FIGURES vii
TABLE OF TABLES viii
1. INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH OBJECTIVES 3
2. LITERATURE REVIEW 5
2.1 GREEN INNOVATION 5
2.2 GREEN PURCHASE INTENTION 7
2.3 GREEN MARKETING 8
2.4 GREEN BRAND IMAGE 10
2.5 HYPOTHESIS DERIVATION 12
3. RESEARCH METHODOLOGY 16
3.1 RESEARCH FRAMEWORK 16
3.2 RESEARCH SAMPLE 18
3.3 OPERATIONAL DEFINITIONS AND MEASUREMENT OF VARIABLES 23
3.4 STATISTICAL ANALYSIS METHODS 28
4. DATA ANALYSIS AND RESULTS 30
4.1 CORRELATION ANALYSIS 30
4.2 HIERARCHICAL COEFFICIENT ANALYSIS 32
5. CONCLUSION AND SUGGESTIONS 36
5.1 ANALYZING RESULTS 36
5.2 RESEARCH CONTRIBUTIONS 39
5.3 RESEARCH LIMITATIONS AND SUGGESTIONS FOR FUTURE RESEARCH 41
6. BIBLIOGRAPHY 43
7. APPENDIX 50

Aiken, L. S., West, S. G., & Reno, R. R. (1991). *Multiple regression: Testing and
interpreting interactions*. Sage.
American Marketing Association. (1985). *1985 AMA Educator's Proceedings: AMA
educators' proceedings* (Series (American Marketing Association), No. 51). R.
F. Lusch (Ed.). American Marketing Association.
Chen, Y., & Chang, C. (2012). Enhance green purchase intentions: The roles of green
perceived value, green perceived risk, and green trust. *Management Decision, 50*(3), 502–520.
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green
satisfaction, and green trust. *Journal of Business Ethics, 93*(2), 307-319.
Cheng, L. M. (2018, August 1). Electric vehicle promotion policy in Taiwan. In
*InTech eBooks*. https://doi.org/10.5772/intechopen.74019
Chou, S. Y., Yu, T. H. K., Suryani, E., Rahmawati, R., Handayani, F., &
Dewabharata, A. (2023, November 7). Investigating government subsidy and policy to encourage the adoption of the energy storage system and electric vehicle: A system dynamics model approach. *Advances in Transdisciplinary Engineering*. https://doi.org/10.3233/atde230635

Dalal-Clayton, D. B., & Bass, S. (2009). *The challenges of environmental
mainstreaming: Experience of integrating environment into development institutions and decisions* (No. 1). IIeD.
De Pelsmacker, P., Moons, I., & Barvarossa, C. (2016, January). A self-identity
driven model of electric car adoption and the moderating role of personal values. In *International Conference Marketing Trends* (pp. 1-16). Amsterdam, The Netherlands: Elsevier.
European Commission. (2019). The European green deal.
https://ec.europa.eu/info/sites/info/files/european-green-deal-communication_en.pdf
Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory
review: A compendium of applied theories and further research directions. *Journal of Cleaner Production, 172*, 1848-1866.
Hawkins, T., Singh, B., Majeau‐Bettez, G., & Strømman, A. (2013). Comparative
environmental life cycle assessment of conventional and electric vehicles. *Journal of Industrial Ecology, 17*. https://doi.org/10.1111/j.1530-9290.2012.00532.x
Kahn, K. B. (2018). Understanding innovation. *Business Horizons, 61*(4), 453-460.
https://doi.org/10.1016/j.bushor.2018.01.011
Kashi, A. (2019). Green purchase intention. *Journal of Islamic Marketing*.
https://doi.org/10.1108/jima-06-2019-0120
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer
equity? An empirical study of luxury fashion brand. *Journal of Business Research, 65*(10), 1480-1486.
Kim, W., & Cha, S. (2021). How attributes of green advertising affect purchase
intention: The moderating role of consumer innovativeness. *Sustainability*. https://doi.org/10.3390/su13168723
Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green marketing' functions in building corporate image in the retail setting. *Journal of Business Research, 66*(10),
1709-1715.
Kraemer, H. C., & Blasey, C. M. (2004). Centring in regression analyses: A strategy
to prevent errors in statistical inference. *International Journal of Methods in Psychiatric Research, 13*(3), 141-151.
Leonidou, L. C., Fotiadis, T. A., Christodoulides, P., Spyropoulou, S., & Katsikeas,
C. S. (2015). Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance. *International Business Review, 24*(5), 798-811.

Lestari, E., Septifani, R., & Nisak, K. (2021). Green awareness and green purchase
intention: The moderating role of corporate image. *IOP Conference Series: Earth and Environmental Science, 924*. https://doi.org/10.1088/1755-1315/924/1/012051
Liao, Y., Wu, W., & Pham, T. (2020). Examining the moderating effects of green
marketing and green psychological benefits on customers’ green attitude, value, and purchase intention. *Sustainability, 12*(18), 7461. https://doi.org/10.3390/su12187461
Lin, J., Lobo, A., & Leckie, C. (2017). Green brand benefits and their influence on
brand loyalty. *Marketing Intelligence & Planning, 35*(3), 425-440. https://doi.org/10.1108/MIP-09-2016-0174
Lin, R.-J., Chen, R.-H., & Huang, F.-H. (2014). Green innovation in the automobile
industry. *Industrial Management & Data Systems, 114*(6), 886–903. https://doi.org/10.1108/IMDS-11-2013-0482
Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green
marketing approaches and their impact on green purchase intentions: Mediating role of green brand image and consumer beliefs towards the environment. *Sustainability, 14*(18), 11703.

Martínez, P. (2015). Customer loyalty: Exploring its antecedents from a green
marketing perspective. *International Journal of Contemporary Hospitality Management, 27*(5), 896-917. https://doi.org/10.1108/IJCHM-03-2014-0115
Meeus, M. T., & Edquist, C. (2006). Introduction product en process innovation. In
*Innovation, science and institutional change* (pp. 24-37). Oxford University Press.
Morwitz, V. (2014). Consumers' purchase intentions and their behavior.
https://doi.org/10.1561/1700000036
Moslehpour, M., Yin Chau, K., Du, L., Qiu, R., Lin, C. Y., & Batbayar, B. (2023).
Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. *Economic Research-Ekonomska Istraživanja, 36*(2).
Mu, E., & Butler, B. S. (2009). The assessment of organizational mindfulness
processes for the effective assimilation of IT innovations. *Journal of Decision Systems, 18*(1), 27-51.
Ottman, J. (2011). *The new rules of green marketing: Strategies, tools, and
inspiration for sustainable branding*. Berrett-Koehler Publishers.
Pai, F. Y., Shih, Y. J., Chuang, Y. C., & Yeh, T. M. (2023, December 13). Supporting
environment sustainability: Purchasing intentions relating to battery electric vehicles in Taiwan. *Sustainability*. https://doi.org/10.3390/su152416786
Patil, P. (2021). Innovations in electric vehicle technology: A review of emerging
trends and their potential impacts on transportation and society. *Reviews of Contemporary Business Analytics, 4*(1), 1-13.
Rahmi, D., Rozalia, Y., Chan, D., Anira, Q., & Lita, R. (2017). Green brand image
relation model, green awareness, green advertisement, and ecological knowledge as competitive advantage in improving green purchase intention and green purchase behavior on creative industry products. *Journal of Economics, Business, and Accountancy | Ventura, 20*(2), 177-186. https://doi.org/10.14414/JEBAV.V20I2.1126
Sovacool, B. K., Rogge, J. C., Saleta, C., & Masterson-Cox, E. (2019).
Transformative versus conservative automotive innovation styles: Contrasting the electric vehicle manufacturing strategies for the BMW i3 and Fiat 500e. *Environmental Innovation and Societal Transitions, 33*, 45-60.
Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and
gender on green purchase intention. *Journal of Retailing and Consumer Services, 41*, 177-189.

Suki, N. M. (2016, December 5). Green product purchase intention: Impact of green
brands, attitude, and knowledge. *British Food Journal*. https://doi.org/10.1108/bfj-06-2016-0295
Tu, J. C., & Yang, C. (2019). Key factors influencing consumers’ purchase of
electric vehicles. Sustainability, 11(14), 3863.