本研究旨在探討影響國民對於依法辦理和自發性親環境活動的行為意向(Behavior Intention)的因素。本研究以親環境理性行為（PERA）模型做為此次研究的預測模型。親環境理性行為模型是從理性行為理論（TRA）延伸的一個模型。本研究中使用的親環境活動包括依法辦理的環境影響評估（EIA）活動和自發性的生態標籤計劃(ecolabel program)活動。親環境理性行為包括五項因素:政府支持知覺（PAS），環境關注知覺（PEC），態度（AT），主觀規範（SN）和行為意向（BI）個因素。通過網上和網外調查，共收集240份環境影響評估活動調查問卷和213份生態標籤計劃活動調查問卷，並使用結構方程模型（SEM）分析數據。分析結果顯示，親環境理性行為（PERA）模型描述了以依法辦理的環境影響評估活動參與者中47％的國民行為意向（BI），以及以自發性生態標籤計劃參與者中71％的國民的行為意向。此外，統計結果更進一步顯示態度（AT）是自發性的生態標籤計劃中行為意向（BI）的主要影響因子，而主觀規範（SN）則是影響依法辦理的環境影響評估的主要因素。據此，本研究提供了幾項對於組織或公司的管理建議。

This study aims to examine factors that influence the citizens’ behavior intention toward mandatory and voluntary pro-environmental activities. An extended approach from the theory of reasoned action (TRA), namely pro-environmental reasoned action (PERA), was used in this study. The pro-environmental activities used in this study consist of the environmental impact assessment (EIA) as a mandatory activity and an ecolabel program as a voluntary activity. PERA includes five factors: perceived authority support (PAS), perceived environmental concern (PEC), attitude (AT), subjective norms (SN), and behavior intention (BI). A total of 240 EIA and 213 respondents of ecolabel program were gathered through online and offline survey. The data were analyzed using structural equation modeling (SEM). The analysis result shows that the PERA model depicts 47 percent of citizens’ BI in EIA participation, and 71 percent of citizens’ BI in ecolabel program. The statistical result explains that attitude (AT) becomes a major influential factor to behavior intention (BI) in ecolabel program’s voluntary case, while subjective norms (SN) is the major influencing factor in EIA’s mandatory case. Several managerial recommendations are discussed accordingly.

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