| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所 === 106 === The purpose of this study is to apply the Planned Behavior Theory on discussing the relationsips among attitude, subjective norm, and perceived behavior control, purchase intention and green consumption behavior of organic food consumers. The subjects are 162 consumers for pilot study and 302 consumers for test from “hope” organic farmer market in Taichung. The statistic methods are used to analyze the data which are independent sample t test, Pearson product difference correlation, exploratory factor analysis, simple linear regression and stepwise regression analysis. The three major results show that: (1) different backgrounds of organic food consmers have significant differences on attitude, subjective norm, perceived behavior control, purchase intention and green consumption behavior. (2) Attitude, subjective norm and perceived behavior control can individually, integratedly and significantly predict purchase intention. (3) the purchase intention of organic food consumers can significantly predict the green consumption behavior. The conclusions of this study are to explain the reasons of consumers’ purchase intention, and to examine how the Planned Behavior Theory can be applied on organic food consumption, and organic consumers have more green consumption behaviors.
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