- 學位論文
大學生對個人碳存摺使用意願及公司品牌形象影響
University Students' Usage Intention of Personal Carbon Passbook and Its Impact on Corporate Brand Image
摘要
近年全球暖化已導致各地出現異常的極端氣候，許多地區開始出現熱浪、林火、乾旱、暴雨等天災，而導致許多人為型的天災降臨在世界各個區域，造成許多國家的經濟損失、人民及生態危機，為了有效降低溫室氣體的產生，各國鼓勵與推行許多政策，同時隨著各國對於民眾對環保意識逐漸抬頭，企業開始意識到需要對社會及環境負責，因此環境保護也被民眾看做企業社會責任的一部分。為了有效降低碳排放，各國藉由許多政策來鼓勵企業與民眾降低碳足跡，並發行碳標籤，讓使用者能夠運用碳標籤行綠色消費，而我國悠遊卡公司與玉山銀行聯手推行以降低碳足跡作為基礎的碳存摺，鼓勵大眾運用交通運輸工具，降低碳足跡，並同時增加企業好感度與企業形象。 本研究主要透過了解大專院校學生對於碳存摺之想法，並運用問卷調查與分析之方式，探討大專院校學生對於玉山銀行與悠遊卡推行碳存摺的這項政策，是否願意使用，並提升玉山銀行的企業好感度，增加對於玉山銀行的使用意願。 根據本研究問卷調查結果與分析，隨著年級的提升，大專院校之學生環保意識與減碳態度會日益提高，且對於碳存摺不但會給予支持，同時對於推行這項政策的企業認為有履行其企業社會責任，因此會提升其企業好感度，並增加其使用意願。
並列摘要
In recent years, global warming has led to abnormal and extreme climates in various places. Natural disasters such as heat waves, forest fires, droughts, and heavy rains have begun to occur in many areas. This has led to many man-made natural disasters in various regions of the world, causing economic losses, people and people in many countries. Ecological crisis, in order to effectively reduce the generation of greenhouse gases, various countries encourage and implement many policies. At the same time, as people's awareness of environmental protection gradually rises in various countries, companies begin to realize that they need to be responsible for society and the environment. Therefore, environmental protection is also regarded by the public as a company. part of social responsibility. In order to effectively reduce carbon emissions, various countries have adopted many policies to encourage companies and people to reduce their carbon footprints and issue carbon labels so that users can use carbon labels for green consumption. China's EasyCard Company and Yushan Bank have jointly implemented the program to gradually reduce carbon emissions. The carbon passbook based on footprint encourages the public to use transportation, reduces carbon footprint, and at the same time increases corporate favorability and corporate image. This thesis mainly understands the thoughts of college students on carbon passbooks, and uses questionnaire surveys and analysis to explore whether college students are willing to use the policy of carbon passbooks implemented by Yushan Bank and Easy Card, and to improve Yushan Bank's corporate favorability increases the willingness to use Yushan Bank. According to the results and analysis of the questionnaire survey in this thesis, as the grades increase, the environmental awareness and carbon reduction attitude of students in colleges and universities will increase day by day. Not only will they provide support for carbon passbooks, but they will also believe that companies that implement this policy have fulfilled their obligations. Its corporate social responsibility will therefore enhance its corporate favorability and increase its intention to use.