本研究在探討農夫市集消費者之綠色消費認知、知覺價值、在地認同對行為意圖之關係， 分析消費者在不同人口背景變項中，變項間的差異情形，同時歸納變項間之關聯性，並驗證 知覺價值、在地認同在綠色消費認知與行為意圖間之中介效果。 以農夫市集的消費者為抽樣對象，採立意抽樣方式進行問卷調查，發放450 份問卷，共 得有效樣本429 份，有效問卷率95%，使用SPSS 22 進行統計分析，以描述性統計分析、獨 立樣本t 檢定、單因子變異數分析、迴歸分析等方法，進行資料彙整與統計分析。 研究結果發現：不同人口統計變項在綠色消費認知、知覺價值、在地認同與行為意圖有 部分顯著差異；綠色消費認知分別對知覺價值、在地認同、行為意圖有顯著正向影響；知覺 價值對行為意圖、在地認同對行為意圖皆有顯著正向影響；知覺價值、綠色消費認知、在地 認同能有效預測行為意圖，其中以知覺價值之「情感價值」構面預測力最佳；在中介效果檢 驗部分，知覺價值、在地認同在綠色消費認知與行為意圖之間皆有部分中介效果。

The aim of this study was to discuss the relationships among customers' perceived value, green consumption cognition and local identity to the behavioral intention of farmers market, while analyzing the differences between different demographic variables in perceived value, green consumption cognition, local identity and behavioral intention. Furthermore, induct the relationships among all of them and verify the mediating effect. The objects were the customers of farmers market. Using purposive sampling conducted the questionnaire survey. Total 450 questionnaires were distributed and 429 samples were retrieved, with an effective response rate of 95 percent. The statistic software SPSS 22 was applied for data analysis. The statistical methods included descriptive statistic, one-way ANOVA, independent-samples t-test, Pearson correlation coefficient and regression analysis. The major findings of this study were summarized as follows. The different demographic variables have partial significant differences in perceived value, green consumption cognition, local identity and behavioral intention. Green consumption cognition has significant positive effect on perceived value, local identity, and behavioral intention. Perceived value has significant positive effect on behavioral intention. Local identity has significant positive effect on behavioral intention. Perceived value, green consumption cognition, and local identity can effectively predict behavioral intention. Meanwhile, the “affection value” dimension of perceived value has the best prediction. Regarding mediator effect, perceived value and local identity have partial mediation on the relationships between green consumption cognition and behavioral intention.