建議

本研究參考過去相關文獻理論，建構出一套影響綠色消費行為的概念性模式，並佐以問 卷調查進行研究，發現大部份的假設均為可行，且衡量變數亦達到可接受之信效度，故可說 本研究提出的綠色消費行為模式已得到驗證。在過去的理論中影響消費行為的因素有許多，

本研究以計畫行為理論為主體，藉由過去學者的意見，以探討人類的心理因素、價值、認知 等，並探討這些因素之間的因果關係，故使用結構方程式與Lisrel 來分析與驗證模式。

1. 在品牌行銷、環保訴求、全球永續發展的趨勢下，消費者不但想要擁有環保概念，並應 該有更積極的作為，期望成為個人的價值。本研究模式中提出的利他主義與集體主義更 是關鍵項目，倘若能以這樣的概念推動成為一種新的消費模式，必可增進消費者對綠色 產品認知價值，提升其購買意願促進購買行為。

2. 在企業方面來說，再生衛生紙雖然其競爭商品與替代產品種類繁多，在品牌並無特殊吸 引力的情況之下，應該與政府攜手合作提供用低廉價格的商品，以低價促銷方式推廣再 生衛生紙的使用，讓消費者習慣使用再生產品之後才能對現況有所突破。

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附錄：研究問卷

1600c.c 油電混合車參考市價：100-120 萬元台幣(以 ToyotaPRIUS II 為例) 再生衛生紙資料

6. 我對綠色產品有正面的購買意願...１２３４５

27. 綠色產品的價格是有競爭力的...１２３４５

(第 53 題回答有者續答)

80. 綠色產品的替代品的品牌是非常有名的...１２３４５ 81. 綠色產品的替代品的品牌是具有吸引力的...１２３４５ 82. 綠色產品的替代品的品牌是具有競爭力的...１２３４５ 83. 綠色產品的替代品的品牌在同類商品中屬於指標性品牌...１２３４５ 84. 綠色商品的替代品的品牌市佔率很高...１２３４５

第四部份：顧客本身因素

涵蓋了利他主義、集體主義、環境意識，試回答下列問題。

稍 微 稍 不不 微很 同同普同同 意意通意意 85. 對他人進行的幫助行為我並不期望獲得回報...１２３４５ 86. 在路上見到需要幫助的人我會主動上前提供協助...１２３４５ 87. 身邊的人情緒低落我總是主動表達關心...１２３４５ 88. 各種公益活動我都樂意參與...１２３４５ 89. 對公眾利益有幫助的事情我樂意去做...１２３４５ 90. 環保人士提倡的觀念我樂意去了解...１２３４５ 91. 政府提倡的節能減碳行為我有盡量去執行...１２３４５ 92. 在團體之中我絕對服從上位者的指令...１２３４５ 93. 在團體之中我絕對維護團體的利益...１２３４５ 94. 在團體之中我絕對保持與團體一致的態度...１２３４５ 95. 我認為台灣目前存在著嚴重的環境污染問題...１２３４５ 96. 我認為我是個關心生態環境的人...１２３４５ 97. 我認為生活品質會受到環境破壞的影響...１２３４５ 98. 我認為人類許多行為正在嚴重地破壞大自然...１２３４５ 99. 我認為道德感是一種值得推廣的社會規範...１２３４５ 100. 我認為道德感是我行事的準則之一...１２３４５ 101. 我認為公德心是現代公民的處事原則之一...１２３４５ 102. 我看見製造髒亂的人會心生厭惡...１２３４５