產品的過度包裝議題，一直是消費市場裡常常討論到的一部份；隨著全球暖化
、生態變遷等問題嚴重，過度包裝的議題也越來越需要被重視。現今的消費者環境保護意識逐漸增加，在選購商品，尤其是綠色產品時，有著奢華的產品包裝對他們來說，能增加購買意願嗎？本研究欲探討這樣的問題，探討了產品過度包裝對綠色購買意願
的影響，並且以綠色品牌態度和綠色品牌知名度為中介變數。主要研究目的為：（一）探討產品過度包裝對於綠色品牌態度之影響；（二）探討產品過度包裝對於綠色購買意願之影響；（三）探討產品過度包裝對於綠色品牌知名度之影響；（四）探討綠色品牌態度對於綠色購買意願之影響；（五）探討綠色品牌知名度對於綠色購買意願之影響。本研究問卷採用隨機方放的方式，並且使用結構方程模式進行分析。
　　本研究結果發現，（一）產品過度包裝對於綠色品牌態度有負面影響；（二）產品過度包裝會負向影響綠色購買意願；（三）產品過度包裝會對於綠色品牌知名度有著負面的影響效果；（四）綠色品牌態度對於綠色購買意願會有正向的影響；（五）綠色品牌知名度對於綠色購買意願會有正向的影響；而綠色品牌態度和綠色品牌知名度兩者均有部分的中介效果。

The issue of excessive product packaging has been discussed frequently in the consumer market; with global warming and ecological changes become serious problems, excessive packaging issues need more attention. Today's consumers have much more environmental awareness than before. When they purchase something, particularly green product, product that has luxury packaging can still increase their purchase intention? This study explores how excessive product packaging influence green purchase intention. Also, we examine the mediating role of green brand attitude and green brand awareness. We adopt structural equation modeling (SEM) to test the research framework.
The results show that excessive product packaging negatively and significantly relates to green brand attitude, excessive product packaging negatively and significantly relates to green purchase intention, excessive product packaging negatively and significantly relates to green brand awareness, green brand attitude positively and significantly relates to green purchase intention, green brand awareness positively and significantly relates to green purchase intention. Furthermore, this study indicates that the relationship between excessive product packaging and green purchase intention is partially mediated by green brand attitude and green brand awareness .

中文論文提要 Ⅰ
英文論文提要 Ⅱ
目　錄 III
圖　次 Ⅴ
表　次 Ⅵ

第一章　緒　論 1
第一節　研究背景 1
第二節　研究動機 3
第三節　研究目的 4
第四節　研究流程 5

第二章　文獻探討 7
第一節　產品過度包裝 7
第二節　綠色品牌 10
第三節　綠色品牌態度 10
第四節　綠色品牌知名度 12
第五節　綠色購買意願 15

第三章　研究設計 19
第一節　研究架構 19
第二節　研究假說 20
第三節　操作性定義與衡量 26
第四節　問卷設計 28
第五節　資料蒐集 29
第六節　資料分析 29

第四章　研究結果 31
第一節　敘述性統計分析 31
第二節　衡量模式分析 33
第三節　結構模式分析 36

第五章　結論與建議 45
第一節　研究結果與討論 45
第二節　管理意涵 47
第三節　研究限制與建議 48

參考文獻 51

附錄一　正式問卷 57
附錄二　著作權聲明 61
 

一、中文文獻
許士軍（1987）。新加坡消費者對不同來源地產品之知覺及態度，管理評論，6，5-23。
黃俊義、潘龍瑞、林玉凡（2008）。綠色品牌定位與綠色購買意願之實證研究:以綠色品牌態度為中介變數，行銷評論，5(3)，371-408。
黃惠卿（2008）。綠色品牌知識、綠色品牌態度與綠色購買行為關聯性之研究－以綠色清潔用品之消費者為例，未出版碩士論文，高雄市：國立高雄應用科技大學商業經營研究所碩士論文。
賀秋白、蕭湘霖、黃琪雅、陳玟希、李依蓉（2012）。包裝減量在台灣的接受度調查－以喜餅為例，圖文傳播藝術學報，2-11。
李家瑩、陳筱華（2013）。促銷活動方式及品牌知名度對於品牌評價與購買意願之影響－以綠色產品為例，未出版碩士論文，花蓮縣：國立東華大學企業管理碩士班碩士論文。

二、英文文獻
Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-42.
Aaker, D. A. (1992). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Journal of Marketing, 56(2), 125-128.
Aaker, D. A. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38(3), 102-20.
Mitchell, A. A., & Olson, O. C. (2000). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18(3), 318-332.
Begum, R. A., Siwar, C., Pereira, J. J., & Jaafar, A. H. (2009). Attitude and Behavioral Factors in Waste Management in the Construction Industry of Malaysia. Resources, Conservation and Recycling, 53 (6), 321-328.
Liu, J. Q. (2014). Chinese Research Perspectives on the Environment. Holland: BRILL.
Chen, Y. S., & Chang, H. C. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520.
Chen, Y. S., & Chang, H. C. (2012). The Influences of Green Perceived Quality and Green Brand Awareness on Green Brand Equity: The Mediation Effect of Green Perceived Risk. Proceedings of PICMET 2012, 1152-1159.
Chen, L. (2013). A Study of Green Purchase Intention Comparing with Collectivistic (Chinese) and Individualistic (American) Consumers in Shanghai, China. Information Management and Business Review, 5(7), 342-346.
Chang, H. C., & Chen, Y. S. (2014). Managing green brand equity: the perspective of perceived risk theory. Quality & Quantity, 48(3), 1753-1768.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effect of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
Macdonald, E., & Sharp, B. (2003). Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness. Marketing Bulletin, 14(2), 1-15.
Engel, J. F., Kollat, D. J., & Blackwell, R. D. (1995). Consumer Behavior, Orlando: Dyrden Press.
Garrett, H. (2012).A Hybrid Legal and Economic Development Model that Balances Intellectual Property Protection and Economic Growth: A Case Study of India, Brazil, Indonesia, and Vietnam. Asian-Pacific Law & Policy Journal, 14(1), 86-151.
George, S. L., Charles, W., & Lamb J. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-368.
Ghosh, A. (1990). Retail management. Chicago: Drydden press.
Hosein, N. Z. (2012) .Measuring the Purchase Intention of Visitors to the Auto Show. Journal of Management & Marketing Research, 9(1), 1-17.
Hsin, K. C., Yeh, H. R. & Yang, Y. T. (2009).The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. Journal of International Management Studies, 4(1), 135-144.
Howard, J. A. (1989). Consumer Behavior in Marketing Strategy, Englewood Cliffs, New Jersey: Prentice Hall International, Inc.
Jaafar, S. N. (2012). Consumers’ Perceptions, Attitudes and Purchase Intention towards Private Label Food Products in Malaysia. Asian Journal of Business and Management Sciences, 2(8), 73-90.
Karna, J., Juslin, H., Ahonen, V., & Hansen, E. (2011). Green Advertising – Greenwash or a True Reflection of Marketing Strategies? Greener Management Internationa , 33, 59-70.
Kim, H. S., & Hall, M. L., (2015). Green Brand Strategies in the Fashion Industry: Leveraging Connections of the Consumer, Brand, and Environmental Sustainability. Sustainable fashion supply chain management, 1, 31-45.
Keller, K. L. (2001). Building Customer-Based Brand Equity, Journal Marketing Management, 10 (2), 15-19.
Lasuin, C. A. (2014). Factors Influencing Green Purchase Intention among University Students Malaysian. Journal of Business and Economics, 1(2), 1-14 .
Lawson, G. (2009).Over use of packaging?, 1-2.
Lee, M. Y., Knight, D., & Kim, Y.K.(2008). Brand analysis of a US global brand in comparison with domestic brands in Mexico, Korea, and Japan. Journal of Product & Brand Management, 17(3), 163-174.
Mahama, B., Tweneboah-Koduah, E. Y. (2011). An Exploratory Study of the Impact of Green Brand Awareness on Consumer Purchase Decisions in Ghana. Journal of Marketing Development and Competitiveness, 5(7), 11-18.
Maha, M., Ahmed, Y. S. E. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 514-537.
Muhammad, R. (2014). An Empirical Study about Green Purchase Intentions. Journal of Sociological Research, 5(1), 290-305.
Muhammad, Z. T. (2014). Impact of Green Advertisement and Green Brand Awareness on Green Satisfaction with Mediating Effect of Buying Behavior.Journal of Managerial Sciences, 8(2), 275-289.
Peattie, K. (2001). Towards Sustainability: The Third Age of Green Marketing. The Marketing Review, 2, 129-146.
Roberts, J. A. (1996). Green consumers in the 1990s: - Profile and implication for advertising. Journal of Business Research, 36, 226 .
Schiffman, L. G. , Kanuk, L. L. (2000). Consumer Behavior (7th ed.). Wisconsin: Prentice Hall.
Spears, N., Singh, S. N. (2004). Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues and Research in Advertising, 36(2), 54-66.
Olawepo, G. T., Ibojo, B. O. (2015). The Relationship Between Packaging and Consumers Purchase Intention: A Case Study of Nestlé Nigeria Product. International Business and Management, 10(1), 72-81.
Rahbar, E., Wahid, N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior.Business Strategy Series, 12(2), 73 - 83.
Rashid, N. R. (2009). Awareness of Eco-label in Malaysia’s Green Marketing Initiative. International Journal of Business and Management, 4(8), 132-141.
Rehman, Z. U. (2013). Conceptualizing Green Purchase Intention in Emerging Markets:An Empirical Analysis on Pakistan.The 2013 WEI International Academic Conference Proceedings.
Yang, Y. T. (2009). A study of purchase intention behavior to consumers on innovation technology smart phone in technology acceptance model and theory of reason action. Unpublished master thesis.
Zang, G. (2012). Green Packaging Management of Logistics Enterprises. International Conference on Applied Physics and Industrial Engineering, 24, 900-905.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.


三、網路參考資料
香港理工大學（2016，4月12日）。為什麼要有包裝。取自http://tds.ic.polyu.edu.hk/mtu/atm/aps/t1/p1.htm。
行政院環保署（2016，4月12日）。公告限制產品過度包裝。取自http://hwms.epa.gov.tw/exm/information.asp
中國青年報，97.5%的人認為商品過度包裝嚴重。取自http://zqb.cyol.com/html/2012-10/09/nw.D110000zgqnb_20121009_1-07.htm
中國環保科普網（2016，4月12日）。過度包裝有甚麼危害。取自http://www.hbkp365.com/kpzs/sjar/2014-12-16-1827.html
中華民國職工福利發展協會（2011，3月3日）。不花錢也能打廣告？！ 善用新聞稿聰明搏版面。取自http://placebrandobserver.com/theory/green-brands-sustainability-branding/
Garrett, R. (2012). The Difference Between Green And Sustainability, Retrieved from http://www.cleanlink.com/hs/article/The-Difference-Between-Green-And-Sustainability--13976
Ryan, V. (2004 – 2011). THE FUNCTIONS OF PACKAGING, Retrieved from http://www.technologystudent.com/despro2/packfn1.htm