消費需求的增加會給環境帶來壓力，改變消費者行為是實現減碳排目標的策略，推廣碳足跡標籤產品有利於節能減碳。台灣的碳足跡標籤制度雖已實施多年，但消費者對碳足跡標籤產品的反應仍存在不確定性，所以了解影響消費者對碳足跡標籤產品的購買意願的決定因素並提供消費者實現低碳消費事關重要，本研究調查台灣地區消費者對碳足跡標籤產品的購買意願，以認知程度、社會因素與政府因素判斷與之的關聯性以及實施碳標籤的策略。研究結果顯示，消費者的認知程度、社會因素與政府因素皆對碳足跡標籤產品之購買意願有正向顯著影響。政府因素對消費者認知程度有正向影響關係，且認知程度對於政府因素與購買意願間有中介效果。社會因素於認知程度影響碳足跡標籤商品的購買意願中產生調節作用。

The increase in consumer demand can exert pressure on the environment, and changing consumer behavior is a strategy to achieve carbon reduction goals. Promoting carbon footprint labeling on products is advantageous for energy conservation and carbon reduction. Although Taiwan has implemented a carbon footprint labeling system for many years, there remains uncertainty regarding consumer reactions to such carbon footprint-labeled products. Therefore, understanding the determinants of consumers' willingness to purchase carbon footprint-labeled products and providing consumers with the means to achieve low-carbon consumption is crucial. This study investigates the purchasing intentions of Taiwanese consumers towards carbon footprint-labeled products, examining the associations with cognitive awareness, social factors, and government policy factors, as well as the strategies for implementing carbon labeling.
The results indicate that consumers' cognitive awareness, social and interpersonal factors, and government policy factors all have a significant positive impact on the willingness to purchase carbon footprint-labeled products. Government policy factors positively influence consumers' cognitive awareness, and cognitive awareness serves as a mediator between government policy factors and purchase intention. Social factors moderate the impact of cognitive awareness on the purchase intention of carbon footprint-labeled products.

何佳潔. (2013). 碳標籤標示對消費者綠色購買意願之影響：碳標籤有用嗎？ 朝陽科技大學]. 臺灣博碩士論文知識加值系統. 台中市. https://hdl.handle.net/11296/zckds4
游仲弘. (2015). 碳標籤產品對於消費者購買意願影響之研究 ─以從眾行為為干擾變數 朝陽科技大學]. 臺灣博碩士論文知識加值系統. 台中市. https://hdl.handle.net/11296/k9r5b6
經濟部. (2022). 什麼是淨零排放. https://www.business-netzero.tw/zero/detail?id=6f47a8aa751140c1abf53d2e6455c845
環境部. (2022). 制度說明：何謂碳標籤？. https://cfp-calculate.tw/cfpc/Carbon/WebPage/InstitutionDesc.aspx
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Bennett, W. L. (1998). The uncivic culture: Communication, identity, and the rise of lifestyle politics. PS: Political Science & Politics, 31(4), 741-761.
Biswas, A., & Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463-468.
Brenton, S. (2013). The political motivations of ethical consumers. International Journal of Consumer Studies, 37(5), 490-497.
Chan, R. Y. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & marketing, 18(4), 389-413.
Chi, N. T. K. (2022). Ethical consumption behavior towards eco-friendly plastic products: Implication for cleaner production. Cleaner and Responsible Consumption, 5, 100055.
Child, D. (2006). The essentials of factor analysis. A&C Black.
Chowdhury, R. M. (2019). The moral foundations of consumer ethics. Journal of Business Ethics, 158, 585-601.
Cialdini, R. B., & Trost, M. R. (1998). Social influence: Social norms, conformity and compliance.
Cooper-Martin, E., & Holbrook, M. B. (1993). Ethical consumption experiences and ethical space. ACR North American Advances.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
Dangelico, R. M., Alvino, L., & Fraccascia, L. (2022). Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers. Technological Forecasting and Social Change, 185, 122010.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Giesler, M., & Veresiu, E. (2014). Creating the responsible consumer: Moralistic governance regimes and consumer subjectivity. Journal of Consumer Research, 41(3), 840-857.
Hair, J. F. (2009). Multivariate data analysis.
Han, H., & Yoon, H. J. (2015). Hotel customers’ environmentally responsible behavioral intention: Impact of key constructs on decision in green consumerism. International Journal of Hospitality Management, 45, 22-33. https://doi.org/https://doi.org/10.1016/j.ijhm.2014.11.004
Hartikainen, H., Roininen, T., Katajajuuri, J.-M., & Pulkkinen, H. (2014). Finnish consumer perceptions of carbon footprints and carbon labelling of food products. Journal of Cleaner Production, 73, 285-293.
Hoelzle, J. B., & J. Meyer, G. (2012). Exploratory factor analysis: Basics and beyond. Handbook of Psychology, Second Edition, 2.
Inrig, T., Amey, B., Borthwick, C., & Beaton, D. (2012). Validity and reliability of the Fear-Avoidance Beliefs Questionnaire (FABQ) in workers with upper extremity injuries. Journal of occupational rehabilitation, 22, 59-70.
Izquierdo, I., Olea, J., & Abad, F. J. (2014). Exploratory factor analysis in validation studies: Uses and recommendations. Psicothema, 395-400.
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of retailing and consumer services, 41, 60-69.
Laroche, M., Bergeron, J., & Barbaro‐Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of consumer marketing, 18(6), 503-520.
Lascu, D.-N., & Zinkhan, G. (1999). Consumer conformity: review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
Li, J., & Tang, O. (2012). Capacity and pricing policies with consumer overflow behavior. International Journal of Production Economics, 140(2), 825-832.
Lin, B., & Yang, M. (2023). Choosing the right policy: Factors influencing the preferences of consumption-side personal carbon reduction policies. Journal of Environmental Management, 326, 116706.
Lloret, S., Ferreres, A., Hernández, A., & Tomás, I. (2017). The exploratory factor analysis of items: guided analysis based on empirical data and software. Anales de psicología, 33(2), 417-432.
Matten, D., & Moon, J. (2004). Corporate Social Responsibility. Journal of Business Ethics, 54(4), 323-337. https://doi.org/10.1007/s10551-004-1822-0
Mejía-Trejo, J. (2021). COVID-19 ads on purchase intention of online consumer behavior as business innovation activity: A contribution to the uses and gratification theory. Electronic Commerce Research and Applications, 49, 101086.
Mi, L., Zhu, H., Yang, J., Gan, X., Xu, T., Qiao, L., & Liu, Q. (2019). A new perspective to promote low-carbon consumption: The influence of reference groups. Ecological Economics, 161, 100-108.
Nunnally, J. (1994). Psychometric theory. (No Title).
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of retailing and consumer services, 29, 123-134.
Ramayah, T., Lee, J. W. C., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources, conservation and recycling, 54(12), 1419-1427.
Roberts, J. A. (1996). Green consumers in the 1990s: Profile and implications for advertising. Journal of business research, 36(3), 217-231. https://doi.org/https://doi.org/10.1016/0148-2963(95)00150-6
Ruscio, J., & Roche, B. (2012). Determining the number of factors to retain in an exploratory factor analysis using comparison data of known factorial structure. Psychological assessment, 24(2), 282.
Ryan, A. M., & Spash, C. L. (2008). Measuring “awareness of environmental consequences”: Two scales and two interpretations.
Sanjay, M., Madhu, P., Jawaid, M., Senthamaraikannan, P., Senthil, S., & Pradeep, S. (2018). Characterization and properties of natural fiber polymer composites: A comprehensive review. Journal of Cleaner Production, 172, 566-581.
Santos, S., & Gonçalves, H. M. (2021). The consumer decision journey: A literature review of the foundational models and theories and a future perspective. Technological Forecasting and Social Change, 173, 121117.
Schwartz, S. H. (1977). Normative influences on altruism. In Advances in experimental social psychology (Vol. 10, pp. 221-279). Elsevier.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
Starr, M. A. (2009). The social economics of ethical consumption: Theoretical considerations and empirical evidence. The Journal of Socio-Economics, 38(6), 916-925.
Stern, P. C. (2000). New environmental theories: toward a coherent theory of environmentally significant behavior. Journal of social issues, 56(3), 407-424.
Stolle, D., Hooghe, M., & Micheletti, M. (2005). Politics in the supermarket: Political consumerism as a form of political participation. International political science review, 26(3), 245-269.
Suki, N. M. (2013). GREEN AWARENESS EFFECTS ON CONSUMERS'PURCHASING DECISION: SOME INSIGHTS FROM MALAYSIA. International Journal of Asia-Pacific Studies, 9(2).
Sun, M., Gao, X., Jing, X., & Cheng, F. (2023). The influence of internal and external factors on the purchase intention of carbon-labeled products. Journal of Cleaner Production, 419, 138272. https://doi.org/https://doi.org/10.1016/j.jclepro.2023.138272
Tan, M., Tan, R., & Khoo, H. (2014). Prospects of carbon labelling–a life cycle point of view. Journal of Cleaner Production, 72, 76-88.
Thøgersen, J., & Nielsen, K. S. (2016). A better carbon footprint label. Journal of Cleaner Production, 125, 86-94.
Wang, P., Liu, Q., & Qi, Y. (2014). Factors influencing sustainable consumption behaviors: A survey of the rural residents in China. Journal of Cleaner Production, 63, 152-165.
Xu, M., & Lin, B. (2021). Leveraging carbon label to achieve low-carbon economy: Evidence from a survey in Chinese first-tier cities. Journal of Environmental Management, 286, 112201.
Xu, M., & Lin, B. (2022). Towards low-carbon economy by carbon label?: Survey evidence from first-tier cities in China. Environmental Impact Assessment Review, 97, 106902.