Investigating Customers' Purchase Intention of Green Products: Evidences from Taiwanese and German Markets

[[abstract]]近年來，由於工業發展導致環境污染更加嚴重，我們面臨地球資源的短缺及環境污染的問題。因此，消費者的購物模式也發生了變化，當消費者購買商品，他們會選對環境造成最小污染的產品。此外，人們環保意識的崛起;消費者更願意選擇和購買綠色產品。這項研究的主要目的是以科技接受模型與計劃行為理論為基礎，分別研究台灣與德國消費者購買綠色產品的行為。本研究以環境知識、環保意識、價格知覺、價值知覺作為態度的前置因子。本研究樣本收集對象為台灣和德國學生。主要以問卷調查有效問卷為台灣216份，德國100 份，且以Smart PLS3 2 0 進行資料分析。結果指出在台灣的問卷結果中環境知識、環保意識、價值知覺、態度、知覺行為控制對購買綠色產品的意願有顯著影響。而另外一方面在德國的問卷中，環境知識、環保意識、態度、主觀規範對於購買綠色產品的意願有顯著影響。[[abstract]]In recent years due to the industrial development has led to environmental pollution problems more serious We face to the shortage of earth resource and the environmental pollution Therefore the consumer shopping patterns are also changed when consumers purchasing the goods that they will choose smallest damage caused to the environment and bring a minimum of pollution In addition people with the rising of environmental consciousness; the consumers are more willing to choose and purchase the green product The primary objective of this study is to examine Taiwan and Germany consumers’purchasing behavior of green products base on the theory of planned behavior (TPB) and the theory of technology acceptance model (TAM) This study considers environmental knowledge environmental consciousness price conscious and value conscious as an anteceden