環境保護意識的抬頭使企業行銷活動逐漸重視環保訴求。然而，綠色行銷的學術研究，仍侷限於企業如何因應環保，以履行企業倫理與行銷道德，較少分析消費者購買環保產品的決策行為。綠色產品購買行為，延伸自傳統消費行為模型（如EKB，Howard及Sheth模型），但是其購買意願主要反映消費者對社會規範(social norm)的認同。換言之，綠色產品消費為利他行為(altruistic behavior)，有社會影響(social influence)的因素存在。另外，外在提示(cue)、個人價值、過去購買經驗等變數，也會影響諸如循環再生(recycling)等消費決策。本研究採取Sheth的消費價值(consumption value)模型及認知的相對應成本，構成成本－效益(cost-benefit)指標，再融合Fishbein態度形成(attitude formation)模型，以建立一個結構關係模型(structural equation model)。模型中之消費行為變數包括：利他行為、外在資訊、過去購買經驗、社會規範、一般購買態度等。本文的實證是以一虛擬的環保產品，透過LISREL進行分析。本研究的成果，由增加吾人對消費層面認知的貢獻來看，應可作為廠商擬定綠色行銷決策之參考，同時對政府環保措施之推行，提供必要資訊。

The emerging environmentalism has recently pushed firms to adopt environment-oriented marketing. So far research on green marketing centers on how firms respond to environmental concerns to fulfill their ethical responsibilities, with little emphasis on consumers' purchasing behavior. The study of green product buying behavior basically extends from traditional consumer behavior models like EKB model or Howard-Sheth model, except that consumers' intention to buy environmentally-safe products reflects their tendency to comply with social norms. In other words, consumers' altruistic behavior in the consumption of green products (e.g., recycling) is mainly subject to social influences, and to a lesser extent affected by such factors as outside cues, individual valuations, and past experience. This paper combines a cost-benefit framework which takes on Sheth's consumption values and associated costs, and the extended Fishbein attitude formation process into a structural equation model. Empirical data were collected on a hypothetical product which is assumed to be recyclable through refill, and the proposed model was tested using LISREL. The major findings of this papers shed light on the consumer side of green marketing, with managerial implications calling for further theoretical and empirical investigations.