氣候變遷對地球以及人類生活圈帶來了嚴重的影響，如何能改善日益惡化的現狀，有許多可能的作法；其中，人類消費諸多產品而導致過度消耗地球環境資源，若能引導消費者多購買友善環境產品，必能對此一嚴重問題做出重大貢獻。行銷人員可以利用廣告行銷的手法，來改善大眾之消費模式，事實上廣告隨處可見，例如大眾運輸地點、網站、電線杆上等，利用廣告來宣傳友善消費對氣候變遷的影響對於大眾而言是很容易接受到相關資訊的，具有說服力的廣告訊息會導致人們的看法發生改變，因此在鼓勵消費者進行購買行為上，往往會利用不同的廣告訴求來進行產品推廣。過去已有許多行銷研究探討情緒對購買意願的影響，但情緒對於氣候變遷產品的購買意願則較為複雜，而其中跟氣候變遷比較相關的情緒就是跟環境方面密切相關的道德情緒。因此本研究將以「道德情緒」為主軸，試圖以顧客的角度來探討在氣候變遷產品廣告中，不同的情緒訴求(罪惡感與驕傲感)對購買意願的影響。此外，本研究亦加入生態環境承諾程度、從眾效應與產品涉入程度作為調節變數，探討此三種因素是否會為道德情緒對購買意願的效果帶來改變。本研究採實驗設計法，透過網路隨機發放問卷，經回收後有效問卷達305份。透過兩個實驗後的分析結果發現，道德情緒確實對消費者購買意願產生顯著影響，且生態環境承諾程度以及產品涉入程度在交互作用上都產生顯著效果，從眾效應則無交互效果。最後，依據實驗結果提出討論與後續研究建議，期望透過本研究能促進友善環境消費以及改善氣候變遷問題。

The climate change has brought serious impact on the earth and human society, how to improve the worsening situation, there are many possible ways. Among them, human consumption of many products leads to excessive consumption of the earth's environmental resources. If consumers can buy more climate change products, they will be able to make a significant contribution to this serious problem. Marketers can use advertising marketing methods to improve the consumption patterns of the public. In fact, advertisements can be seen everywhere, such as online and physical locations, etc. The use of advertisements to mitigate the negative impact of climate change is very important for the public. For customers, receiving persuasive advertising messages can easily change their attitudes. Therefore, different advertising appeals are often used to promote products in order to encourage consumers to make purchases. There have been many marketing studies examining the impact of emotions on purchase intentions, but emotions are more complex for purchase intentions of climate change products. Climate change is related to moral emotions that are closely related to environmental aspects. Therefore, this study focuses on ‘moral emotions’ and tries to explore the influence of different emotional appeals on purchase intention in climate change product advertisements. In addition, this study also adds Ecological commitment, Bandwagon effect and Product involvement as moderating variables to explore whether these three factors would change the effect of moral sentiment on purchase intention. This study adopts an experimental design method, and randomly distributes questionnaires through the Internet and there were 305 valid questionnaires collected. Through the analysis of two experiments, we found that moral emotion does have a significant impact on consumers' purchase intention under specific situation. The degree of Ecological commitment and Product involvement have significant moderating effects, while the bandwagon effect does not. Finally, based on the experimental results, discussions and follow-up research suggestions are provided in a hope to promote the purchase intention regarding to climate change products.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 5
第三節 研究流程 6
第二章 文獻探討與假說 7
第一節 氣候變遷產品及其購買意願 7
第二節 道德情緒 14
第三節 消費者生態環境承諾程度 20
第四節 從眾效應 23
第五節 產品涉入程度 26
第三章 研究方法 31
第一節 研究架構 31
第二節 變數的操作型定義與前測 32
第三節 實驗設計 40
第四節 問卷設計 44
第四章 研究結果 47
第一節 基本資料統計分析 47
第二節 信度分析 48
第三節 實驗一之研究結果 50
第四節 實驗二之研究結果 53
第五章 研究結論與建議 59
第一節 研究結果與討論 59
第二節 研究發現 62
第四節 研究限制與後續建議 69
參考文獻 71
附錄一、道德情緒之罪惡感、驕傲感及氣候變遷廣告標語之前測問卷 76
附錄二、道德情緒之驕傲感訴求氣候變遷廣告搭配低涉入產品之正式問卷(一) 80
附錄四、道德情緒之罪惡感訴求氣候變遷廣告搭配低涉入產品之正式問卷(二) 84
附錄五、道德情緒之驕傲感訴求氣候變遷廣告搭配高涉入產品之正式問卷(三) 88
附錄六、道德情緒之罪惡感訴求氣候變遷廣告搭配高涉入產品之正式問卷(四) 92

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