近幾年永續發展與環境保護等議題受到關注，市場颳起一股環保風潮，帶動具有龐大商機的綠色消費意識，因此眾多綠色品牌紛紛興起，希望藉由強調其產品具有友善環境的特性以吸引消費者的目光。

但是，環保產品由於其天然的成分與材質往往給予消費者不佳的印象，使消費者對綠色產品的品質及效用產生質疑。面對消費者的懷疑，綠色品牌能夠透過效用背書降低大眾對環保商品的疑慮，然而效用背書具有多種形式，例如明星藝人背書、專業人士背書、來源國背書、標章認證背書等，因此本研究想探討不同的產品背書形式是否會對消費者造成不一樣的影響，設計三種廣告文宣樣式分別為：無產品效用背書、國際認證標章式產品效用背書、來源國形象式產品效用背書，並且提出三項研究問題（1）不同形式之產品效用背書訊息對消費者認知清潔效果、信任程度、喜好程度的影響是否會有顯差異？（2）若加入環保意識程度變數，不同形式之產品效用背書訊息對消費者認知清潔效果、信任程度、喜好程度的影響是否會有顯差異？（3）消費者之認知清潔效果、信任程度及喜好程度是否會顯著影響其嘗試及購買意願？

本研究透過網路問卷的方式蒐集樣本，並進行敘述性統計、變異數分析及迴歸分析。研究結果表明在認知清潔效果、信任程度及喜好程度構面上，國際認證標章式及來源國形象式產品效用背書優於沒有產品效用背書。然而，國際認證標章式及來源國形象式的產品背書廣告文宣使受測者認為產品具有相當程度的清潔效果、信任程度及喜好程度。此外，研究也發現認知清潔效果、信任程度、喜好程度皆會顯著正向影響消費者的嘗試及購買意願。最後，本研究針對研究結果提出實務上的建議。

Recently, environmental protection has attracted much attention. The awareness of green consumption with huge business opportunities has increased. Therefore, many green products have emerged one after another.

However, eco-friendly products often give consumers a bad impression due to their natural ingredients. In response to these concerns, companies can reduce doubts through product endorsements, and endorsements come in many forms. Therefore, this study examines whether different forms of product endorsement have different effects on consumers, three types of advertising styles are designed: no endorsement, third-party organization endorsement, country-of-origin image endorsement. Three questions are proposed. (1) In the face of three types of endorsement, are there any differences among consumers in terms of product effectiveness, trust and preference? (2) After controlling for environmental awareness, are there any differences among consumers in terms of product effectiveness, trust and preference? (3) Do product effectiveness, trust and preference significantly affect purchase intention?

Samples were collected by online surveys. The results show that third-party organization endorsement and country-of-origin image endorsement are superior to no endorsement in terms of product effectiveness, trust and preference. However, third-party organization endorsement and country-of-origin image endorsement make respondents consider the product has a fair degree of cleanliness, trust and preference. In addition, This study also found the product effectiveness, trust and preference positively affect consumers’ purchase intention. Finally, some practical suggestions are given based on the results of this study.

一、中文部分

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秦兆瑋，2002。「製造來源國形象、消費者心理認知與知覺價格對消費者購買行為之影響─以兩岸都會區消費者為例」，長榮管理學院經營管理研究所碩士論文。

張芷晴、周洳萱、邱凱文，2019。「環保市場遭搶灘！商品多元令人眼花繚亂」，《小世界Newsweek》。網址：http://shuj.shu.edu.tw/blog/2019/10/13/環保市場遭搶灘！商品多元令人眼花繚亂/，搜尋日期：西元2022年5月16號。

黃文雄、黃芳銘、游森期、田育芬、吳忠宏，2009。「新環境典範量表之驗證與應用」，《環境教育研究》第六卷第二期：49-76頁。

程仁宏，2018。「環保鞋太脆弱，真環保嗎？」，《蘋果新聞網》。網址：https://tw.appledaily.com/forum/20180925/2FN4AMLZLNPMTS7VXZ67PTED7U/，搜尋日期：西元2022年5月16號。

二、英文部分

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