綠色消費是近來成長快速的消費趨勢，但是在快速成長的背後， 環保產品
製造商也面臨許許多多的挑戰。其中一個明顯的挑戰就是消費者口頭上宣稱支持
環保，但其實際上對於環保產品的購買比率卻相對低落。因此，不論對於廠商和
消費者而言，綠色消費之議題實在不容小覷．本研究以購買過環保清潔用品之消
費者為研究對象，探討綠色口碑是否會影響消費者的知覺價值與知覺風險，並進
而影響其對環保清潔用品的購買意願。本研究採取問卷發放之方式進行實證，一
共發放 577 份問卷，取得有效問卷 439 份。研究結果顯示： 1.綠色口碑對知覺
價值與知覺風險有正向影響；2.綠色口碑對購買意願有正向影響；3.知覺價值對
購買意願有正向影響 4.知覺風險對購買意願有負向影響。最後，本研究提供管理
意涵供研究者和廠商參考。

Green consumption is one of the fast-growing trends recently. However,
manufacturers of green products also face many challenges. One of the significant
challenges is that consumers’ claim to support green products but the actual purchase
rate is comparatively low. Thus, it is essential to study this gap. This study focused on
environmental-friendly detergents, it aimed to discuss if green word of mouth would
influence consumers’ perceived value and perceived risks, which further influences on
consumers’ purchase intention on environmental-friendly detergents. This study
applied questionnaires to verify the hypothesis. 439 valid respondents were obtained
among 577 samples. The results indicated that: 1. Green word of mouth has a positive
and significant influence on green perceived value and green perceived risk. 2. Green
word of mouth positively influences green purchase intention significantly. 3. Green
perceived value positively influences green purchase intention significantly. 4. Green
perceived value influences purchase intention. Last, this study provides managerial
implications for managers and practitioners.