本研究旨在探討可能影響國民使用生態標籤產品 (ecolabel) 的行為意向的因
素。本研究以親環境計畫行為（PEPB）延伸的模型做為本研究的評估模型。此研
究所提出的模型由七個因素組成 : 政府支持知覺（PAS），環境關注知覺（PEC），
利益知覺（PB），態度（AT），主觀規範（SN），行為控制知覺（PBC）和行
為意向（BI）。我們設計了一份問卷並在台灣和印度尼西亞同時做問卷調查，並
使用結構方程模型（SEM）分析所收集的問卷。統計結果顯示此研究所提出的模
型解釋了52％台灣國民使用生態標籤產品的行為意向; 而對於印度尼西亞國民使
用生態標籤產品的行為意向則解釋了74％。此外，對於台灣和印度尼西亞的國民，
態度（AT）都一樣是影響人民使用生態標籤產品的行為意圖的最主要因素。本研
究的發現有助於企業的決策者能夠根據研究影響人民行為意圖的因素，調整策略
來增加生態標籤產品的使用。此外，研究結果還可以作為影響生態標籤政策的政
府和相關機構的參考，繼續以提升公民使用生態標籤產品的意願為導向，並說服
產業生產更多的生態標籤產品。

This study investigates factors that may influence citizens’ behavior intention to
use ecolabel products. An extension of Pro Environmental Planned Behavior (PEPB)
model with an additional factor was used as the assessment model. The proposed model
consists of seven factors: Perceived Authority Support (PAS), Perceived Environmental
Concern (PEC), Perceived Benefit (PB), Attitude (AT), Subjective Norms (SN),
Perceived Behavior Control (PBC), and Behavior Intention (BI). A questionnaire survey
was designed and was distributed in Taiwan and in Indonesia. A Structural Equation
Modeling (SEM) was used to analyze the proposed model. The statistical result reveals
that the proposed model explains 52% of citizens’ behavior intention to use ecolabel
product in Taiwan’s case and 74% in Indonesia’s case. Furthermore, attitude is found to
be the most dominant factor towards citizens’ behavior intention to use ecolabel products
in both Taiwan’s and Indonesia’s cases. When comparing between Indonesian case and
Taiwanese case, four correlations, which include PAS to PEC, PAS to PB, PEC to AT,
and PB to PBC, show a higher level of significance for Indonesian than that of Taiwanese.
These findings can help business’ decision makers look into factors that have influences
toward citizens’ behavior intention and adapt strategies to increase the use of the business’
ecolabel products accordingly. Additionally, the findings can serve as inputs for
governments and agencies with authorities to have impacts on ecolabel policies to
continue to increase citizens’ intention to use ecolabel products and to persuade
manufacturing companies to produce more ecolabel products as well.

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