In pursuing technological advances and economic prosperity, mankind continues to exploit the earth's resources, resulting in overwhelming burden on the earth's ecology. Balancing the conflict between economic development and environmental protection is an important issue. In recent years, consumers are gradually becoming aware of environmental protection, and likewise green consumption is an issue that has gained world attention. However the market price of green products is higher than that of regular products. Consequently how environmental attitude of consumers impact their decisionmaking, and how to motivate consumers into purchasing higher priced green products are the primary goals of this research. Subjects for this study were consumers purchasing energy-saving light bulbs. The "environmental attitude" construct was introduced into Monroe and Krishnan's (1985) "perceived evaluation model" to establish a complete pattern of green consumption decision-making. Structural equation was then applied to verify the path relationships in the patterns of green consumption decision-making. Results revealed that "perceived value" and "perceived quality" increased with environmental attitude of consumers, leading to positive influence. On the other hand, the income of consumers has moderates effect on "perceived value" and "purchase intention," indicating that the income level of consumers influenced their "perceived value" toward green products and subsequently affect their "purchase intention."
