本研究以碳足跡與水足跡對綠色消費行為進行探索性研究，主要架構以環保的認知態度、外部參考群體、政府政策探討消費者對碳足跡及水足跡之認知及對於綠色消費之影響程度。 本研究問卷調查採用便利抽樣法，共回收有效問卷様本390份，以迴歸分析法檢定假說。研究結果顯示環保的認知態度、外部參考群體、政府政策對消費者的產品碳足跡與水足跡的認知呈顯著正向影響(p=0.000)，且產品碳足跡與水足跡的認知與綠色消費意願呈顯著正向影響(p=0.000)。但環保標示產品不具價格競爭優勢時，消費者不堅持購買環保產品。 最後本研究提出對政府、企業及消費者對綠色消費之管理意涵建議做為參考，以期發展永續的綠色消費環境。 The study used carbon footprint and water footprint to explore consumers purchasing behavior for eco-friendly products. The main framework was based on how did the consumer’s environment awareness, reference groups, governmental policies, influence the awareness of carbon footprint and water footprint and, as a consequence, affect the willingness of green consumer behavior. The convenience sampling method was used to collect 390 effective questionnaires and then regression analysis was used to test the hypothesis. The study found that consumer’s environment awareness, reference groups and governmental policies have significantly positive effects on the awareness of carbon footprint and water footprint (p=0.000). The awareness of carbon footprint and water footprint has significantly positive effects on consumer purchasing behavior for eco-friendly products (p=0.000). However, the consumers would not insist on purchasing eco-friendly products if the price is not competitive. The conclusion of the study provided references and recommendations to government, enterprises and consumers, hoping to develop a sustainable green consumption atmosphere.