臺灣博碩士論文加值系統

全球暖化議題在近幾年來不斷地被討論，各國政府紛紛開始制定許多政策來因應氣候變遷、生態保護等問題。近幾年來，國際間許多國家陸續推動碳足跡標章，期望以產品導向政策來執行節能減碳政策，希望可以教育民眾選擇對環境傷害較低之產品並落實永續發展的觀念。因此本研究之探討範疇為了解民眾對於碳足跡標章的基本認知、對環境的態度是否對購買行為態度造成影響以及消費者的利他、利己主義對綠色環保商品購買意願的影響。
本研究的研究對象為全台灣的民眾，發放400份問卷，有效問卷為377份。研究結果發現，消費者的利他、利己主義會影響消費者對綠色環保商品的購買決策，此外消費者對碳足跡標章的理解程度及新環境典範對購買行為態度有顯著影響，購買行為態度與購買意願亦有高度的相關性。

Global warming has been continuously discussed in recent years, and governments have started to formulate numerous policies to solve problems such as climate change and environmental protection. Countries worldwide have also promoted carbon footprint labels in the hope of reducing carbon emissions through product-oriented policies and by encouraging the public to select ecofriendly products and support sustainable development. Accordingly, this study was aimed at investigating whether the public’s basic awareness of carbon footprint labels and their attitudes toward the environment exert any influence on their purchasing behaviors and attitudes, as well as determining the effects of consumers’ altruistic and egoistic motives on their intention to purchase ecofriendly products.
The survey was conducted throughout the Taiwan island, with 400 sample and 377 are valid. The results indicated that consumers’ altruistic and egoistic motives influenced their intention to purchase ecofriendly products. Consumers’ understanding of carbon footprint labels and their new-environmental-paradigm scores significantly influenced their purchasing behaviors and attitudes; moreover, consumers’ purchasing behaviors and attitudes were highly correlated with their purchase intention.

第一章 緒論 ..................................................................................... 1
第一節 研究背景與動機 ............................................................................ 1
第二節 研究目的 ................................................................................. 4
第三節 研究流程 ................................................................................. 4
第二章 文獻探討 ................................................................................. 6
第一節 碳足跡 ................................................................................... 6
第二節 新環境典範(NEP) .......................................................................... 9
第三節 利他利己主義 ............................................................................. 12
第四節 態度 ..................................................................................... 14
第五節 購買意願 ................................................................................. 16
第三章 研究方法 ................................................................................. 18
第一節 研究架構 ................................................................................. 18
第二節 研究假說 ................................................................................. 19
第三節 問卷設計 ................................................................................. 23
第四節 抽樣方法 ................................................................................. 28
第五節 統計方法 ................................................................................. 28
第四章 資料分析與實證結果 ........................................................................ 31
第一節 基本資料分析與信度分析 .................................................................... 31
第二節 敘述性統計 ................................................................................ 35
第三節 集群分析 .................................................................................. 45
第四節 利己利他兩類群與各議題之t檢定 ............................................................... 46
第五節 迴歸分析與相關分析 ......................................................................... 48
第六節 受訪者的地區別與各議題之變異數分析 .......................................................... 50
第七節 研究假說檢定結果 ........................................................................... 51
第五章 結論與建議 ................................................................................. 53
第一節 結論 ....................................................................................... 53
第二節 建議 ....................................................................................... 55
第三節 研究限制及未來相關領域之建議 ................................................................. 57
參考文獻 .......................................................................................... 58
附件一 問卷 ....................................................................................... 63
附件二 訪談重點整理 ............................................................................... 70
表3-1理解程度衡量題項 ........................................ 24
表3-2新環境典範NEP衡量題項 ................................. 25
表3-3態度衡量題項 ............................................ 26
表3-4購買意願衡量題項 ........................................ 26
表3-5利他利己主義衡量題項 .................................... 27
表3-6集群分析法 .............................................. 30
表4-1受訪者資料 .............................................. 33
表4-2 研究變數之信度彙整表.................................... 34
表4-3消費者是否知道碳標章 .................................... 35
表4-4受訪者的碳標章訊息來源管道 .............................. 36
表4-5受訪者是否購買過碳標章商品 .............................. 37
表4-6 受訪者購買的碳標章商品種類 .............................. 38
表4-7 受訪者購買碳標章商品的地點 .............................. 38
表4-8 受訪者對於環保商品願意支付的價格 ........................ 39
表4-9 受訪者的碳標章商品資訊來源管道 .......................... 40
表4-10 受訪者認為推廣碳標章之責任歸屬 ......................... 41
表4-11 各構面敘述性統計 ...................................... 43
表4-11 各構面敘述性統計(續) ................................... 44
表4-12 階層集群分析 .......................................... 45
表4-13 利他主義、利己主義組別統計量 .......................... 47
表4-14 NEP與理解程度對購買碳標章商品態度之迴歸分析 .......... 49
表4-15 相關分析 .............................................. 49
表4-16 受訪者地區別與各議題之變異數分析結果 .................. 50
表4-17 研究假說檢定結果彙整 .................................. 52
圖1-1 研究流程圖 ......................................................................................... 5
圖2-1 產品碳足跡計算 ..................................................................................... 7
圖2-2 碳標章意涵說明 ..................................................................................... 8
圖3-1 本文研究架構 ....................................................................................... 19

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網站部分
1. 台灣產品碳足跡資訊網 (http://cfp.epa.gov.tw/carbon/defaultPage.aspx)