全球暖化和氣候變遷的議題，促使民眾購買對環境衝擊較小的商品，並要求企業以更永續和更負社會責任的方式生產，這正是綠色消費之趨勢。生態標章（Eco-label）作為推動綠色消費的一套識別體系之一，在市場中發揮著越來越重要的作用。然而，與國外市占率較高的海洋生態標章相比，「海洋之心」作為2021年台灣推出的新興生態標章，消費者對其認知、信任和認證產品購買意願是否達到預期，尚待探討。本研究旨在探討消費者對於「海洋之心」生態標章產品的購買意願，並分析標章信任度在消費決策中的作用。依據計畫行為理論（Theory of Planned Behavior, TPB）認為：個人行為取決於態度、主觀規範和感知行為控制等因素，其理論假設針對綠色消費行為且頗具完整性。

本研究因而以計劃行為理論作為理論分析架構，採用問卷調查法針對新竹地區消費者發放線上與實體問卷，共回收206份問卷，有效問卷為155份，有效回收率為75.2%。運用SPSS 26.0進行描述性分析、信度與效度分析、相關性分析，運用結構方程模型SEM進行模型驗證。研究結果發現：態度、主觀規範和感知行為控制對購買意願存在顯著正向影響，且綠色信任對行為意圖有顯著的正向影響，態度、主觀規範和感知行為控制在其中發揮部分中介作用。

The issues of global warming and climate change have prompted people to purchase products with less environmental impact and to demand that companies produce in more sustainable and socially responsible ways. This trend reflects the rise of green consumption. Eco-labels, as one of the identification systems promoting green consumption, are playing an increasingly important role in the market. While eco-labels for marine environmental products have been developed and promoted for many years in foreign markets, their effectiveness in expanding the market for environmentally friendly products in Taiwan is still unclear, especially for the newly launched “Ocean Heart Ecolabel”, this study aims to investigate consumers' purchase intention, and to analyze the role of eco-label trust in consumer decision-making. Based on the Theory of Planned Behavior, which suggests that individual behavior is determined by factors such as attitude, subjective norm, and perceived behavior control, this study proposes to use this theory as a theoretical framework for analyzing consumers' behavior towards green consumption.

This study had adopted the Theory of Planned Behavior as the analytical framework, utilizing survey methodology to distribute both online and physical questionnaires to consumers in the Hsinchu area. A total of 206 questionnaires were collected, with 155 deemed valid, resulting in an effective response rate of 75.2%. Statistical analyses, including descriptive analysis, reliability and validity tests, correlation analysis, were conducted using SPSS software, and validated the model using Structural Equation Modeling (SEM). The results revealed that attitudes, subjective norms, and perceived behavioral control had a significant positive impact on purchase intentions, and green trust significantly positively influenced behavioral intentions, with attitudes, subjective norms, and perceived behavioral control playing a partial mediating role.

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