近年來環境問題越來越嚴重，大部分的消費者具有環保意識，對於全球暖化以及環境生態破壞的議題也越來越重視。因此，解決環保問題的方法也變得非常重要。在眾多方法當中，購買綠色產品是最有效的方法去間接地減少對環境的傷害。本研究目的是了解影響綠色購買意圖的重要因素並驗證自我察覺對綠色購買意圖的影響。
本研究使用理性行為理論為基本架構，加入環保關懷、價格敏感度、自我察覺去探討對綠色購買意圖的影響。本研究樣本收集採用線上問卷發放，總計513份有效問卷回收。分析方法採用SPSS進行信度分析、皮爾森相關分析、迴歸分析。
分析結果顯示綠色消費態度、主觀規範、環保關懷、價格敏感度、自我察覺對綠色購買意圖具有顯著影響，其中自我察覺對綠色購買意圖的影響最強。
自我察覺能力較強的人較能了解重要觀點和深層的自我價值，自我控制能力較強且較不受外界因素影響。自我察覺能力較強的人會自發性地去執行有益社會的事情，例如透過購買綠色產品來保護環境。
本研究再度驗整綠色消費態度、主觀規範、環保關懷、價格敏感度對綠色購買意圖的影響性並強調自我察覺在綠色消費裡的重要性。

There is an increasing awareness that lots of environmental issues were caused by human economic activities. For this reason, it is important to find a way to solve environmental problems. Buying green products is an effective method to minimize harmful environmental impacts. Accordingly, the purpose of this study is to understand the important factors that influence the green purchase intention and provide insight for bridging the gap by putting self-awareness which is the most important variable in green purchase intention.
Using the Theory of Reasoned Action and adding additional variables such as environmental concern, price sensitivity, and self-awareness, we developed a research framework and drafted a questionnaire survey. 513 effective questionnaires were gathered by using the online survey software and were analyzed by using SPSS statistical methods such as reliability test, Pearson correlation analysis, and multiple linear regressions. Regression results of the study validate all the hypotheses of the study confirming the significant influence of green purchase attitude, subjective norms, environmental concern, price sensitivity, and self-awareness on green purchase intention. Furthermore, the result revealed that self-awareness is the most important influential factor on green purchase intention.
This study brings better understanding significant antecedents of green purchase intention and highlights the crucial role of self-awareness in influencing green purchase intention.

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