探討大學生在道德議題強度與道德判斷對倫理消費決策影響之研究

本研究以大學生為研究對象，主要目的在探討目前大學生面對全球相關議題時的道德議題強度與道德判斷對倫理消費決策的現況的差異情形為何。並且探討道德議題強度對倫理消費決策的預測，本研究主要發現如下：大學生道德議題強度以「受益程度」的強度最高，而在倫理消費行為中，則以「負面抵制」為最高，其次為「正面支持」，最低則為「倫理資訊」。從背景變項來探討，可以發現到系別、母親教育程度、預算金額之大學生在道德議題強度層面上有顯著差異，而在倫理消費決策方面，在不同性別、系別、預算金額之大學生則有顯著差異，不過在不同年齡的大學生的道德議題強度及倫理消費行為的相關性低。當道德議題強度愈高時，較會選擇具有倫理消費的決策。當道德議題強度愈高時，道德判斷能力也會愈高，且大學生的道德議題強度對倫理消費決策有預測力。

關鍵字

道德議題強度；道德判斷；倫理消費決策

並列摘要

The purpose of the study is to understand the correlation between university students' moral issue intensity Moral judgment and their current ethical consumption behaviors as well as the differences in personal background variables. An estimation on how moral issue intensity affect ethical consumption behaviors is also conducted. Major findings are summarized below. University students show highest moral intensity for ＂level of benefit,＂ and the most frequently adopted ethical consumption behavior is ＂boycott＂. ＂Positive support＂ ranks second. ＂Ethical information＂ is the least frequently adopted behavior. The analysis on background variables reveals that the students' department, mothers' level of education, and budget lead to significant difference in the university students' moral issue intensity. Gender, department, and budget lead to significant difference in university students' ethical consumption behavior. On the other hand, there is low correlation between age and the university students' moral issue intensity and ethical consumption behavior. Students with higher degree of moral intensity are more likely to adopt ethical consumption behaviors. Higher degree of moral intensity can enhance moral decision-making, and university students' moral issue intensity can serve as a predictive factor for ethical consumption behaviors.