隨著全球人口快速成長以及蓬勃發展的經濟活動，已過度耗用地球資源，並損害了生態環境的平衡。在綠色經濟的世界潮流下，隨著環保意識的提升，綠色消費將是主導未來經濟活動的重要趨勢。本研究是探討消費者對體驗價值(分四構面：美感、趣味性、消費者投資報酬率、服務優越性) 與綠色消費意願之關係，以環保意識與價格敏感度為干擾變項，經由間接文獻之引用及邏輯之推理，發現變數間之關係有必要進一步釐清。研究對象以公平貿易咖啡店的消費者進行問卷調查，採用便例抽樣方式，總共發送了500份問卷；回收450份，經刪除無效問卷42份，有效問卷共408份，樣本有效率為91%。
研究結果顯示發現:1.體驗價值之美感、趣味性、消費者投資報酬率、服務優越性與綠色消費意願均呈現正向影響；2.干擾變項部分，環保意識對於體驗價值之美感與趣味性之干擾關係無法獲得支持。但對於體驗價值之消費者投資報酬之干擾關係則獲得支持，呈正向影響，對於體驗價值之服務優越性之干擾關亦獲得支持，呈負向影響。3.在價格敏感度干擾變項部份，對於體驗價值之美感與服務優越性之干擾關係無法獲得支持。但對於體驗價值趣味性之干擾關係則獲得支持，呈正向影響，對於體驗價值之消費者投資報酬之干擾關係亦獲得支持，呈正向影響。最後，本研究依據研究結果與結論，進而提出後續相關研究與管理建議。
With the rapid growth of the global population and economy, it has been booming the consumption of the earth's resources and undermining the balance of the ecological environment. Under the trend of green economy and the enhancement of pro-environmental awareness in the world, the concept of green consumption will dominate the economic activity in the future. This study focuses on customers’ awareness regarding experience value, which includes aesthetics, fun, consumer return on investment and service excellence, and green purchase intention. Moreover, this study concerns pro-environmental behavior and price sensitivity as moderators. However, prior literatures and analysis fail to clarify the relationship of these variables. There are still some points need to be specified the correlation and influence among those variables in the further study. In this study, 500 copies of the questionnaire were distributed to the customers in fair- trade coffee shop ;450 copies were collected,and 408 copies are valid. A total of 408 copies of valid questionnaires has collected after deleting invalid questionnaires 42. The effective sample rate was 91%. The results confirm the influence of the subjects’ ecological affect: 1. Experience Value Aesthetics, fun, Consumer Return on Investment and Service Excellence and Green Purchase Intention are positive effects of customers purchase will; however the interference variable. 2. There is no direct influence between environmental concern and experience value aesthetics and fun. Meanwhile, environmental concern played the forward role of experience value consumer return on Investment and played the negative role of experience value service excellence. 3. Price sensitivity has no significant impact on experience value aesthetics and service excellence. Nevertheless, price sensitivity has negative impact on experience value fun, and has positive impact on esxperience value consumer return on investment. Finally, based on the result of the findings and conslusions, and then offer some suggestions for management and the further research.
