隨著全球暖化及氣候急速變遷， 環境保護已經成為刻不容緩的重要議題。藉由名人的倡導，環保議題獲得更多的關注，近年來在台灣更提出綠色商店概念來推廣環保意識及減碳的想法。 本研究探討綠色商店與其環保訴求是否具有一致性，進而影響其綠色品牌權益。 研究應用刺激-內在感受-反應 (Stimulus-Organism-Response) 模型，試著探討周遭綠色環境一致性與社會二個因素是否與消費者的認知風險及綠色信任有關連，進而探知綠色信任及認知風險對綠色品牌權益的影響程度。本研究透過驗證性因素分析來確認研究之信效度，以結構方程模式來檢測其架構假設。 研究顯示周遭綠色環境一致性並無顯著表現出，會直接影響消費者的認知風險以及綠色信任，而社會因素則對認知風險及綠色信任有顯著影響性，認知風險和綠色信任則被證明可顯著影響其綠色商店的品牌權益。 With increasing global warming and climate change in recent years, environmental protection has become an important and urgent issue. With many celebrities supporting the initiative, environmental issues are getting much more attention. Currently the concept of green shops to promote environmental awareness and carbon reduction ideas has been introduced in Taiwan. This study investigates whether green shops and a green environment are consistent with each other, thereby affecting its green brand equity. This study uses the three constructs of the SOR model (stimulus-organism-response), trying to see whether ambient congruence with green environment and social influence constructs are connected to the consumer’s perceived risk and green brand trust and also to track if perceived risk and green brand trust can affect green brand equity. This research tested the construct validity and reliability through confirmatory factor analysis and applied structural equation modeling to examine the research framework. The final research results reveal ambient congruence with a green environment doesn’t directly influence the perceived risk and green trust statistically, and social influence that is significantly positive affects green trust and perceived risk. Both green trust and perceived risk significantly affect the consumer-based green brand equity of green shops.