綠色消費、人格特質與旅遊行為之研究

A Study on Green Consumption, Personal characters, and Travel Behavior

莊淑惠(Chuang Shu Hui)

指導教授 ： 林銘昌

亞洲大學/管理學院/休閒與遊憩管理學系碩士在職專班/碩士(2010年)

摘要

近年來，全球氣候異常，各地災難頻傳，使得人們開始重視環保與節能減碳的議題，綠色消費、綠能產業隨也即在全球發燒，人們對地球的態度、行為開始有了轉變，如自備環保筷、購物袋、垃圾分類回收等，而旅遊行為也有了不同的轉變，包含自行車的崛起、生態旅遊的興起等。國人的綠色消費與旅遊行為之間的關係及影響，在人格特質與人口統計變項上有何關係，是值得我們探討與瞭解的。
本研究分為綠色消費、人格特質與旅遊行為三個構面，並針對台南縣北門區境內16家綠色商店，發放450份問卷，研究對象以立意抽樣的方式進行調查，從中了解綠色消費者的人格特質與旅遊行為之關係，及綠色旅遊者的市場區隔變數。回收之有效問卷共計397份，經統計分析結果發現，綠色消費行為與旅遊行為呈顯著正相關；亦即綠色消費行為會影響遊客的消費選擇及個人行為改變。而綠色消費行為、旅遊行為與人格特質之親和性、外向性、開放性、嚴謹性亦呈顯著正相關，顯然人格特質之親和性、外向性、開放性、嚴謹性會影響其綠色消費行為與旅遊行為。綠色旅遊目標市場分析結果，分為三群，為深綠旅遊群、淺綠旅遊群及非綠旅遊群，深綠旅遊群為對自己與業者要求均高，41~60歲、專科以下程度、已婚、有參與環保經驗者；淺綠旅遊群為自我要求低、對業者要求高；非綠旅遊群為兩者都不要求，40歲以下、大學以上程度、未婚、無參與環保經驗者。最後，本研究提出行銷與教育推廣的建議，希望對政府、業者和學術界有所助益。

關鍵字

綠色消費、人格特質、旅遊行為

並列摘要

Recently, people start to put much emphasis on the issues of environmental protection, energy-saving and carbon emission reduction because of global climate change and catastrophes everywhere. And then green consumption and the green industries become popular. People’s attitudes and behavior toward the earth have changed. For example, people carry reusable chopsticks and shopping bags with them when going out. People start to sort and recycle waste. Furthermore, travel behavior changes and becomes different. For example, biking and eco travel tours become more and more popular. It is quite worthwhile to discuss the effects and relationship between the green consumption and travel behavior in Taiwan. The relationship between personal characters and population statistics is also a good topic to research.
This study is divided into three groups: green consumption, personal characters and travel behavior. 450 questionnaires were delivered to 16 green stores in Beimen District, Tainan County. The investigation is based on Purposive Sampling. The goal of this study is to investigate the relationship between green consumers’ characters and travel behavior, and to know the variables in the difference of the green travelers market. A total of 397 effective samples were collected. Through the survey and analysis, there is a positive correlation between green consumption and green travel behavior. And it means that green consumption will affect what travelers want to buy and change their personal behavior. There is also a correlation among green consumption, travelers’ behavior and personal characters (including kindness, extroversion, openness and conscientiousness.) Then it is quite obvious that personal characters will affect one’s green consumption and travel behavior. According to the result of green travel target market analysis, the cluster is divided into three groups: deep green travelers, light green travelers and non-green travelers. Deep green travelers have higher self request and make more request to the industry. They are about 40 ~ 60 years old and married. Their educational levels are at least at college degree and they have the experience of taking part in the environmental protection activities. Light green travelers have lower self request but make a lot of request to the industry. Their ages are under 40 years old and married. Their incomes are about 50,000 ~ 70,000 dollars and they are at least at university level. Non-green travelers do not request too much. They are about 31 ~ 40 years old and married. They are at university level and their incomes are about under 30,000 dollars. Eventually some suggestions are provided for marketing and extension education in the hopes that it may be beneficial for the government, the industry and the academia.

並列關鍵字

Green consumption, Personal characters, Travel behavior

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