探討航空旅客碳排放補償態度與行為意向之關係

Exploring the Relations Between Air Passenger's Attitude Toward Carbon-Offset and Their Behavioral Intentions

謝佳蓉(Chia-Jung Hsieh)

指導教授 ： 呂錦隆

共同指導教授 ： 楊忠山(Chung-Shan Yang)

長榮大學/管理學院/航運管理研究所/碩士(2013年)

https://doi.org/10.6833/CJCU.2013.00080

摘要

隨著觀光及國際商務需求增加，航空運輸之需求亦隨之增加，但全球航空運輸卻大量排放溫室氣體，造成全球暖化。因此已有許多國家及航空公司積極提出相對應策略，並要求旅客自發性補償其使用航空運輸所衍生的碳排放。本研究乃以價值-信念-規範理論為基礎建構航空旅客碳排放補償態度與補償行為意向之關聯模式，從中分析非經濟因素之影響效果，並分析航空旅客對其航空旅行引發之環境問題意識及對碳排放補償之認知等。
本研究提出包括航空旅行態度、碳排放補償態度、後果意識、責任歸屬、個人規範、個人環保行為及碳補償行為意向等構面，並發展衡量量表，進而以台灣籍旅客為對象進行調查，共蒐集有效樣本431份。初步分析後，將旅客分為兩群體，一為「歸屬全民責任群體」，另一為「歸屬企業責任群體」。分析模式方法是運用結構方程模式來驗證。
分析結果顯示，歸屬全民責任群體旅客對於搭乘航空器時所排放之汙染有較明顯之認知及感覺，且旅客認為大家應該對碳補償行為負責，進而對航空碳排放進行補償。而雖然有一部分旅客認為碳排放補償應屬企業及政府之責任(歸屬企業責任群體)，但是其仍自覺有義務去補償航空碳排放。最後，建議航空公司應多宣導航空器碳排放對於環境所帶來之嚴重性，並對旅客加強自我責任歸屬之觀念，讓旅客自覺補償航空碳排放之重要性。

關鍵字

碳排放補償 ； 航空旅客 ； 結構方程模式

並列摘要

Air travel demand has been increasing with the growth of tourism and business activities. However, air transportation also contributes to global warming. Hence, several air carriers as well as countries request travelers to voluntarily offset the carbon emissions caused by their air travel. This study adopts value-belief-norm theory as a base model to construct a relationship between travelers’ attitudes toward carbon offset and willingness to offset. The impacts of several non-economic variables can thus be identified.
This study proposes a measurement including attitudes toward air travel, attitudes toward carbon offset awareness of consequences, attributes of responsibilities, personal norms, personal environmental protection behavior, and intentions of willingness to offset the emissions. We collected data of Taiwanese passengers and received totally 431 samples. Through primarily analysis, two segments of travelers were identified: the group of travelers who attribute the responsibility of carbon offset to the whole stakeholders (group A) and the group of travelers who attribute the responsibility to government and carriers mostly (group B).
Structural equation models are further used for empirical analysis. The results find that travelers of group A obviously aware the consequence of carbon emissions of air travel protection and feel that every stakeholder should take the responsibility to offset the emissions. Although a part of travelers think government and air carriers should be responsible for the carbon emissions, they still feel they have duties on the carbon offset. Finally, this study suggests that airlines should educate travelers to understand the consequence of air travel to environment; hence, the travelers will take more responsibilities and know the importance of carbon offsets.

並列關鍵字

Carbon emissions offset ； Air travelers ； Structural equation modeling

參考文獻

1. Ajzen, I., “The theory of planned behavior,” Journal of the Organizational Behavior and Human Decision Processes, Vol.50, No.2, 1991, pp.179-211.

2. Anderson, J. C. and Gerbing, D. W., “Structural equation modeling in practice: A review and recommended two-step approach,” Journal of Psychological Bulletin, Vol.103, No.3, 1988, pp411-423.

3. Bagozzi, R. P. and Yi, Y., “On the evaluation of structural equation models,” Journal of the Academy of Marketing Science, Vol.16, No.1, 1998, pp.79-94.

4. Bamberg, S., and Möser, G., “Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behavior,” Journal of Environmental Psychology, Vol.27, 2007, pp.14-25.

6. Brouwer, R., Brander, L., Van Beukering, P., “A convenient truth: air travel passengers’ willingness to pay to offset their CO2 emissions. Climate Change,” Vol.90, 2008, pp.299-313.