永續發展在現代社會中成為日益重要的議題，消費者對可持續消費的關注也日益增加。本研究旨在從正念消費和支付意願這兩個維度探討永續消費的相關問題。通過自然心理所有權理論以及SmartPLS4結構方程模型，研究和分析永續消費行為，並以環保自我認同、環境效能以及與自然的連結作為理論的前置因素。本研究通過台灣塔拓公司的調查服務收集數據，共獲得423名來自台灣合格受訪者的反饋。問卷調查中的資格篩選是基於包含在問卷中的注意力檢查問題進行的。
研究結果顯示，自然心理所有權感對正念消費行為具有顯著的正向影響。環保自我認同、環境效能以及與自然的連結同樣對正念消費行為產生顯著的正向影響。此外，環境效能和與自然的連結對自然心理所有權感和支付更多的意願也具有顯著的正向影響。自然心理所有權感作為中介變量，對環境效能與正念消費、自然的連結與正念消費分別起到正向作用。自然心理所有權感和正念消費分別受到主觀知識和環境關注這兩個調節變量的影響。
本研究旨在提供實證數據和補充文獻，以進一步鞏固自然心理所有權理論的概念定義。此外，本研究的發現旨在提供見解，為未來的行銷策略和永續發展方向提供指導。

As sustainability becomes an increasingly pivotal discourse in modern society, attention on sustainable consumption becomes more and more important. This paper aims to add to this discussion by relating the concepts of mindful consumption and willingness to pay more as dimensions of sustainable behavior. Moreover, this paper aims to analyze and discuss sustainable consumption through the perspective of psychological ownership of nature, and introduce pro-environmental self-identity, environmental efficacy, and connectedness to nature as antecedents to this theory. The data for this research was collected through the survey service of the Taiwanese Tatoh company, and this study received a total of 423 qualified respondents from Taiwan. Qualification filtering for respondents was based on the attention check questions included in the survey questionnaire. For data analysis, this research used SmartPLS4 to conduct structural equation modeling. The results of the study show that the feeling of psychological ownership of nature positively influences mindful consumption behavior. Similarly, pro-environmental self-identity, environmental efficacy, and connectedness to nature also positively influences mindful consumption behavior. Environmental efficacy and connectedness to nature positively influences psychological ownership of nature and willingness to pay more. Furthermore, psychological ownership of nature positively mediates both the relationships between environmental efficacy and mindful consumption and connectedness to nature and mindful consumption. Lastly, subjective knowledge and environmental concerns both moderate the relationship between psychological ownership of nature and mindful consumption.
This research aims to contribute empirical data and additional literature to further solidify the conceptual definition of the theory of psychological ownership of nature. Additionally, the findings of this research aim to offer insights to guide future marketing strategies and approaches to sustainability.

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