環境保護行為的機制與路徑

The Influence Mechanism of Pro-Environmental Behavior of Taiwanese People

宋大峯(Ta-Fong Sung) ； 高淑貴(Shu-Kwei Kao)

《農業推廣學報》 22期 (2007/01) Pp. 37-80

https://doi.org/10.29788/RAES.200701.0003

摘要

本文同時使用量化與質化兩種研究取向探討個人的環保行為，策略上，前者使用大規模且有信度的調查報告，以結構方程模式探討變項間的關係，後者使用深入訪談與觀察法，應用扎根理論的概念與技巧，暸解環保行為的影響機制與發生歷程。有效調查問卷1664份，深入訪談人數20位。
量化資料發現女性、教育程度高、經濟地位高以及都市居民，其環保行為較頻繁。當模式加入人口變項後，一些心理變項對環保行為的影響從顯著變為不顯著，反而是人口變項對環保行為的影響是顯著的。無論模式是否加入人口變項，付費意願對環保行為的影響都是顯著的。
質化資料瞭解到性別與居住地區的不同其環保概念也有差異。由於環保政策不同所帶來的城鄉差異，以及環保行為中的性別效應是值得注意的。多數受訪者認為影響環保行為的主要因素是品格與教育。同時發現影響個人環保行為的因素，可分成正面與負面兩種力量，這兩種力量都包括了個人特質以及外在環境兩部分，個人特質方面包括品格與能力，外在環境方面包括環保政策以及社會期待與支持。以個人及環境兩個座標軸形成正正、正負、負負、負正四個不同的力量象限，環保行為執行力會因處在不同象限而有積極或消極的反應。
建議後續的研究可同時應用量化與質化兩種方法，使能更清楚暸解環保行為的影響機制。研究模式上應將人口變項一併納入，以確知變項間真正的關係。實務應用上，政府、學校與環保相關機構應加強民眾的環保教育、品格教育與宗教教育，政府也應在環保政策上配合民眾的需求。

關鍵字

環保行為 ； 付費意願 ； 扎根理論 ； 城鄉差異 ； 性別效應

並列摘要

Quantitative and qualitative research methods were utilized in this study of individual pro-environmental behavior (PEB). Quantitative analysis of census data and SEM was performed to investigate the relationship between variables. Qualitative research methods adopted the concepts and techniques of grounded theory. In-depth interviews and observations were conducted to examine mechanisms and processes of PEB. There were 1664 effective questionnaires and 20 interviewees in this study.
Quantitative analysis revealed that most psychological variables did not differ between male and female subjects, but the PEB were more constructive in females than in males. Further, highly educated, high-economic state and urban residents were more active about PEB than other people. After including demographic variables in the model, it is revealed that some psychological factors influencing PEB change from obvious to unobvious; this indicated that these psychological variables were in fact spurious variables, on the contrary, demographic variables obviously influence PEB. Whether or not demographic variables were included in this model, the influence of willing to pay was on PEB. Education influence all psychological variables in the model and PEB obviously.
Qualitative analysis found what was the general concepts of PEB of people, the concepts vary with gender and residential area difference. The rural-urban differences caused by the pro-environmental policy dissimilarity and the gender effect in PEB were noticeable. Most interviewees thought character and education as two main factors influencing PEB.
According to current conditions, motivation and difficulty of the execution of PEB, the two factors influencing PEB were categorized, one was positive the other was negative. The two strengths involved the personality and outside environmental condition; personality involved character and ability; outside environmental condition involved pro-environmental policy and society expectancy and support. With personal and environment as two axis coordinates forming four different strength quadrants: positive-positive, positive-negative, negative-positive, and negative-negative, personal execution of PEB would be placed in different quadrant, and express positive or negative reaction. Despite having environmental concerns, lack of execution prevents active pro-environmental action.
Further studies may apply quantitative and qualitative methods to clarify the mechanisms of PEB by introducing demographic variables into the model. Qualitative analysis would require increased frequency and duration of observation. Regarding actual application, the government, schools and the pro-environmental organizations should strengthen the people's pro-environmental knowledge, pro-environmental education, character education and religion education, and the government should also response to people's need on pro-environmental policy.

並列關鍵字

PEB ； willing to pay ； grounded theory ； rural-urban differences ； gender effect