臺灣筆記型電腦的綠色消費行為分析

人類自工業革命以來，經濟高度發展導致環境遭到破壞，不斷推陳出新的流行產品快速製造汙染與廢棄物，但回收再製的速度與技術跟不上新產品的腳步，使得地球的生活條件每況愈下，科學家警告若不有所行動，地球將會面臨前所未見的巨大浩劫。2020 年開始新冠肺炎蔓延全世界，被迫停下的經濟活動促使遠距通訊設備供不應求，筆記型電腦正是其中最重要的產品，廠商因應永續發展推出環保筆電，同時也是本文的研究案例，希望了解促成綠色消費行為的原因，藉由文獻分析，推論環保標章、綠色行銷、組織績效、企業社會責任、政策與教育是讓民眾願意購買綠色產品的原因，再加上行為理論的基礎，預期證明前述原因會引起民眾的環境覺察意識，進而產生綠色消費行為。本研究採用問卷調查法發放網路問卷，蒐集民眾意見後進行信度分析、驗證性因素分析、結構方程式建模，最後驗證政策與教育是所有行為的發展基礎，環保標章、綠色行銷、組織績效與企業社會責任在政策與教育的強化下會影響民眾的環境覺察意識，環境覺察意識和政策與教育兩種因素是構成綠色消費行為的主因。研究最後針對環保標章和政策與教育兩方面做管理意涵分析，由於模型結果顯示環保標章與環境覺察意識間存在負向關係，因此進一步探討環保標章的影響力，此外強調當局的力量才是決定一切成效的主要原因。

關鍵字

綠色消費行為；環境覺察意識；永續發展

並列摘要

Since the industrial revolution, the high economic development has led to the destruction of the environment. Manufacturers have continuously intro- duced new products, rapidly producing pollution and waste in the process, but the speed and technology of recycling cannot consume the waste produced by human beings, making the earth's Living conditions are getting worse and worse, and scientists have warned that if the environment is not protected, the earth will face unprecedented disasters. Covid-19 has spread all over the world since 2020, and economic activities have been forced to stop, resulting in a shortage of telecommunication equipment. Laptops are the most im- portant products among them. Manufacturers have launched environmentally friendly laptops in response to sustainable development. This paper hopes to understand the reasons for the formation of green consumption, through liter- ature analysis, infer that eco-labels, green marketing, organizational performance, corporate social responsibility, policy and education are the rea- sons why people are willing to buy green products, coupled with the basis of behavioral theory, to prove these reasons It will arouse the public's environ- mental awareness, and then form green consumption behavior. This study uses the questionnaire survey method to issue online questionnaires, collects public opinions, and then conducts reliability analysis, confirmatory factor analysis, and structural equation modeling. Finally, it is verified that policy and education are the basis for the development of all behaviors, eco-labels, green marketing, organization Performance and corporate social responsibil- ity will affect people's environmental awareness under the reinforcement of policy and education. Environmental awareness and policy and education are the main reasons for green consumption behavior. Finally, the study analyzes the management implications of eco-labels and policies and education. Since the model results show that there is a negative relationship between eco-labels and environmental awareness, it further explores the influence of eco-labels and emphasizes the power of the authorities.