隨著人類對環境保護的重視，在服裝材質部分漸漸受到消費者的重視，本研究以消費者的觀點加以探討消費者購買有機棉產品時會受到哪些因素的影響，並更深入的了解各項變數的影響程度。 依據Ajzen在1991提出的計劃行為理論為基礎，並認為光是用「態度」與「主觀意識」「知覺行為控制」這三個因素是不足以解釋消費者購買有機棉產品行為，並認為消費者所感受到的「利己利他」足以影響到消費者的行為意圖。 有機棉產品的最大特色是以促進地球環保為中心，可是售價會比一般棉花產品高一些，在這種情況之下，如何吸引消費者有意願使用，並且願意持續不斷的使用，成為有機棉產品經營者最關心的課題。 本研究採用線性結構模式來驗證其隱性變數間的因果關係。實證結果顯示，消費者的「態度」及「主觀意識」「知覺行為控制」會直接的影響消費者的「行為意圖」，並發現「態度」影響的程度大於「主觀規範」。 ;With the rise of environmental consciousness, people place much more emphasis on cloths. The purpose of this study was to investigate the effect on purchasing organic cotton products from consumers’ perspectives, and get more in-depth discussion on different variables. According to Ajzen’s (Theory of Planned Behavior , TPB) in 1991, Attitude toward the behavior, Subjective norms and Perceived behavioral control are not enough to explain the consumers’ behaviors of purchasing organic cotton products. Besides, the aware of Self-regarding, Altruism is sufficient to impact on the consumers’ behaviors. The most significant feature of organic cotton products is to improve environmental protection; however, the price is higher than common cotton products’. Thus, the organic cotton operators pay more attention to attract consumers’ identification and use. In this study, the research examined the hidden influences between causal relationships by LISREL. The results of this research revealed Attitude toward the behavior, Subjective norms, Perceived behavioral control directly effect on consumers’ Behavioral intention. At the same time, the effect of Attitude is more than Subjective norms.
