隨著人類經濟發展的高度重視及殷切期望，工業化活動正無秩序的蔓延與擴張，以致生態環境飽受衝擊與失衡，此現象突顯了人類保護自然環境的迫切性，同時喚醒綠色環保意識，並促使人類在追求永續發展之際，綠色消費儼然成為全球的環保趨勢。為擴展綠色消費行為之知識領域，本研究旨在以道德意識為前導因素，進一步探究消費者環境知覺與綠色消費行為間的關係。本研究以具有羽球器材/設備消費經驗的消費者作為研究對象，採用問卷調查法進行資料之蒐集，其中總共發放300份問卷，共計回收203份問卷，回收率68%；經刪除無效問卷18份，有效問卷合計185份，樣本有效率為91%。實證分析則採用部分最小平方（partial least squares，簡稱PLS）路徑分析法驗證本研究所推論之假說。本研究結果顯示，不同道德意識的消費者，其對環保知覺間具有顯著差異。更明確地說，相較於相對主義者，理想主義的運動員秉持積極、宏觀的環境保護理念，認為環境保護行動是每個人/普世的責任；反之，相對主義的運動員則以個人為本位，依照自己所處環境感受環境保護的重要性，而且其環境保護理念較為被動與消極。本研究進一步發現，微觀環境知覺及擁有積極環保理念的運動員傾向於購買對環境有利的運動器材/設備，換句話說，以自我的角度審視其對於消費認知及態度的消費者，較樂於購買綠色產品。

Environmental protection is receiving much attention in purchasing and practiced into business strategy. This article aims to explore the relationship regarding the moral philosophy (idealism vs. relativism), environmental awareness (micro vs. macro views, negative vs. positive perspectives) and green purchasing. Owing to lack of an empirical research to integrate the epistemic sphere on green purchasing and sports, the research particularly shed the light on the potential impact on the sports facilities consumption. By collecting data via questionnaires, which completed by customers who had experience consuming sports products, this paper attempts to investigate how ethic matter, under what circumstances, to what extent, and in what ways to implement green purchasing. The results demonstrate the moral philosophy brings tremendous on the awareness of environment, and afterward dramatically affect consumer behavior. More specifically, athletes with a idealistic (relativistic) ethical orientation is more (less) sensitive with the environmental issue, and more (less) like to choose the environmental-friendly sport products. This article contributes towards filling the gap in understanding the relationship among moral philosophy, environmental awareness, and green purchasing concerning sports facilities consumption.