消費者之利他、利己主義對碳標章商品消費決策之影響

The Influence of the Altruism and Egoism on Consumers’ Purchasing Decision of Carbon Footprint Label Products

柯伊真(Yi-Jhen Ke)

指導教授 ： 黃文星

朝陽科技大學/管理學院/企業管理系/碩士(2015年)

摘要

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。

關鍵字

新環境典範 ； 利己主義 ； 利他主義 ； 碳足跡標章

並列摘要

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.

並列關鍵字

NEP ； Egoistic ； Altruistic ； Carbon Footprint labels

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