災難片電影對熟年世代環保意識、消費價值觀與綠色消費行為之影響

現今，人們為了滿足生活需求和追求經濟發展，大量砍伐森林、開採煤礦取得能源，嚴重破壞地球環境，使得全球氣候異常現象不斷、災難頻傳。面對環境反撲之威脅性，人們逐漸意識到環境保護的重要性，雖然消費者瞭解環保之重要性，但於日常生活中的購物行為，甚少有人願意落實綠色消費，若加以運用傳播媒體中消費者平時休閒娛樂選擇之一的電影來建立消費者的環保認知，透過災難片電影之影像、音效與情節內容，促使消費者可以更快更容易的瞭解環保之重要性並願意進一步落實綠色消費。因此，本研究採用類實驗性之前後測設計，以災難片電影為介入措施，針對現今最具有消費能力之45歲~65歲的熟年世代消費者為研究對象，依便利抽樣方式進行選取實驗組（n = 100）(接受災難片電影之介入措施)及對照組（n = 100）(無接受災難片電影之介入措施)之受試者，共計200位。以結構式問卷收集資料，檢視災難片電影對於熟年世代消費者，其環保意識、消費價值觀與綠色消費行為影響之改變。由統計實證分析結果發現，熟年世代消費者經災難片電影介入措施後，在環保意識、消費價值觀(社會價值、情感價值、條件性價值)與綠色消費行為，實驗組與對照組皆有顯著差異(p＜.001)，實驗組平均數皆高於對照組，整體而言，實驗組的環保意識、消費價值觀(社會價值、情感價值、條件性價值)與綠色消費行為皆比對照組具有顯著影響。依其結果得知，熟年世代消費者經過災難片電影的影像、音效及情節內容影響刺激後，實驗組皆比對照組對於環保意識、消費價值觀(社會價值、情感價值、條件性價值)與綠色消費行為有較高之認同與肯定。

關鍵字

災難片電影；熟年世代；環保意識；消費價值觀；綠色消費

並列摘要

In order to meet his material needs and to sustain the economic development, the modern man has never shrunk from substantial deforestation and coal mine exploitation for the energy access, thus bringing about serious damage to the global environment with the resulting climate anomalies and frequent natural disaster occurrence. Faced with the threat of the global environmental “counterattack”, people have gradually become aware of the importance of environmental protection. Although many consumers have already come to this understanding, their everyday shopping behavior very seldom reflects their willingness to actually implement sustainable (green) consumption. If movies – one of the common consumer choices in mass media entertainment – are used to build up consumer ecological awareness, the images, sound, and plot content of catastrophic movies can prompt consumers to understand faster and easier the importance of environmental protection, and make them further implement sustainable consumption. Therefore this study uses the experimental pretest-posttest design with catastrophic movies as the measure of interference, focused on the 45 to 65-year-old consumers as the mature age population group with today’s most spending power. For the sake of sampling convenience, the experimental group (n = 100) (subject to screening of a catastrophic movie as the measure of interference) and the control group (n = 100) (not subject to screening of a catastrophic movie as the measure of interference) were selected for testing, thus making it the sum total of 200 respondents. Structured questionnaires were then used to collect information and to survey the influence of catastrophic movies on changing the mature age consumers’ environmental awareness, consumer values, and their sustainable consumption behavior. The analysis of statistical findings shows that after being exposed to a catastrophic movie, the ecological awareness, consumer values (social, emotional and conditional values) and sustainable consumption behavior of the mature age population consumers in the experimental group showed significant difference (p <.001) against the control group; the median of the experimental group was also higher than the control group. On the whole, the ecological awareness, consumer values (social, emotional and conditional values) and sustainable consumption behavior in the experimental group showed significant impact compared to the control group. According to these results, through the stimulation of the mature age population consumers via catastrophic movie images, audio, and plot content, the experimental group showed higher recognition and affirmation of the ecological awareness, consumer values (social, emotional and conditional values) and sustainable consumption behavior compared to the control group.