近年來全球綠色經濟相關議題蓬勃發展，導引金融服務業逐漸注重永續發展、友善環境，不僅創建綠色金融商品或服務，也影響投資趨勢，發揮其影響力，最終在完成台灣在 2050 年達成淨零排放的目標。
本研究使用計畫行為理論，探究綠色金融理念對投資者的行為態度、主觀規範、知覺行為控制及投資意圖的影響，從而建構投資者對投資綠色金融服務業的意圖模式;並分析不同構面是否存有正相關?本研究以社會大眾為研究對象，採便利抽樣方式，透過網路與社群媒體發放問卷進行調查。調查時間為 2023 年 3 月至 4 月，共計回收 282 份問卷，其中有效問卷 258 份，有效問卷比率為 91.49%;另以次數分析、描述性統計、信效度分析、相關分析、迴歸分析等進行資料分析，研究結果如下:
一、投資者投資綠色金融服務業的投資意圖可用計畫行為理論予以預測
二、行為態度、主觀規範與知覺行為控制對投資者投資綠色金融服務業的影響力具有顯著差異性
三、加入綠色金融理念的解釋力略微提高
四、主觀規範對激勵投資者進行綠色金融服務業投資之影響力較弱
本研究建議金融服務業可藉積極開發綠色金融商品，建構成重視環保與永續發展的綠色金融產業，不僅增益投資意圖、有利集資與企業發展，並裨益國家經濟成長。

In recent years, issues related to the global green economy have been vigorously studied, leading the financial services industry to increasingly valued sustainable development and environmental friendliness. These issues not only prompt green financial products or services, but also affect investment trends and exert their influences. Ultimately, Taiwan as a society will be able to achieve the goal of net zero emissions in year 2050.
This study adopts the Theory of Planned Behavior to explore the impact of green finance concepts onto investors' behavioral attitudes, subjective norms, perceived behavioral control and investment intentions, thereby constructing investors' intention model towards their investing in green financial services industry, and analyzing whether there is positive correlation amid different dimensions. This study takes the general public as the research object, adopting the convenience sampling method, and distributing the survey questionnaires through online and social media. The survey period is from March to April 2023. A total of 282 questionnaires were collected, of which 258 were valid questionnaires, therefore the effectiveness rate of survey was 91.49%. Data analysis was conducted using frequency analysis, descriptive statistics, reliability and validity analysis, correlation analysis, and multiple regression analysis. The conclusions of the research are as follows:
1. The investment intention of investors in green financial services industry can be predicted by Theory of Planned Behavior.
2. Behavioral attitudes, subjective norms and perceived behavioral control have influenced investors with significant differences towards the investing in green financial services industry.
3. The explanatory power of introducing the green finance concept is slightly improved.
4. Subjective norms have lower effect on inducing investors to invest in financial services industry.
This research proposes that the financial services industry could actively develop green finance products and construct a green finance industry that values environmental protection and sustainable development. They will not only enhance investment intentions, assist capital raising and corporate development, but also benefit national economic growth.

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