碳標籤飲料之綠色消費行為研究

A Study on Green Consumption Behavior for Carbon-Labelled Beverages

鍾佩珊(Pei-Shan Chung)

指導教授 ： 林傑毓

長榮大學/管理學院/國際企業學系(所)/碩士(2011年)

https://doi.org/10.6833/CJCU.2011.00111

摘要

由於全球暖化與溫室效應造成嚴重的環境破壞與氣候變遷，近年來，節能減碳已成為世界各國政府與企業關注的議題，我國也於2010年3月開始實施碳標籤制度。因此，本研究旨在瞭解國內消費者對碳標籤產品的看法，並以飲料產品為研究主題。本文主要探討消費者對產品屬性的重視程度、環保意識、環保態度、外部參考群體、國際觀、以及政府政策是否會影響消費者對碳標籤飲料產品的購買行為。
本研究採用問卷調查方式，針對國內的消費者進行抽樣調查，有效問卷為495份。根據統計分析結果發現環保意識、環保態度、外部參考群體、政府政策與國際觀對消費者購買碳標籤飲料的意願有顯著正向影響。亦即，消費者對於環境的關切程度，對環境保護的知識和參與態度，消費者的親朋好友對環保產品之選購，以及對政府所推行的環保政策之認同瞭解程度均較高時，將會有較高的意願去購買碳標籤飲料；而消費者的國際經驗與跨文化認知對碳標籤飲料的購買行為也呈顯著正向影響。
根據研究結果，本文建議飲料業者除了強調飲料產品的健康屬性之外，可進行產品碳排放量的計算，讓產品貼上碳標籤；而政府也可積極宣導與規範碳標籤的應用，並透過教育體系提升消費者國際觀，將有助於碳標籤產品的推展，以達成國家節能減碳的目標。

關鍵字

碳標籤飲料 ； 產品屬性重視程度 ； 環保意識 ； 環保態度 ； 外部參考群體 ； 國際觀 ； 政府政策

並列摘要

Due to the severe global climate change induced by the greenhouse effect, governments and businesses worldwide have started to put much emphasis on the issue of energy saving and carbon reduction in recent years. To achieve the carbon reduction goal, the Taiwan government has implemented the carbon label policy since March 2010. This study, therefore, aims to investigate Taiwanese consumers’ perceptions on beverage products with carbon labels. The study mainly examines the effects of beverage products’ properties, environmental awareness, environmental attitudes, reference persons, governmental policies, and consumers’ international perspective on consumption behavior for carbon -labelled beverages.
To test proposed green consumption model, this study conducted a questionnaire survey on Taiwanese consumers, and 495 effective questionnaires were collected and analyzed. Research findings reveal that consumers’ environmental awareness and environmental attitudes, reference persons, governmental policies, and consumers’ international perspective have significantly positive effects on consumers’ purchasing behavior for carbon-labelled beverage products. Among the factors related to international perspective, consumers’ international experiences and cross-cultural perception have significantly positive effects on green consumption behavior.
According to research results, the study suggests that beverage comapnies can label carbon emission data on their products as well as emphasize the healthy ingredients of the products. To achieve the goal of energy saving and carbon reduction, the government can both encorurage and regulate the applications of carbon labels, and promote consumers’ international perspective through educational system.

並列關鍵字

Carbon-labelled beverages ； Properties of products ； Environmental awareness ； Environmental attitude ； Reference persons ； Governmental policies ； International perspective

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