應用恐懼呼籲探討桃園地區民眾對光電埤塘的環境意識

近年來臺灣為達成2025年非核家園計畫，發展了許多再生能源產業，太陽能與太陽光電板是大家耳熟能詳的再生能源之一，2015年提出的「太陽光電2年推動計畫」，便是為了提高太陽能在所有再生能源中的占比。然而近年來，因光電板不當的建置地點產生許多環境問題，桃園光電埤塘即是最佳的案例之一，在目前的調查當中，桃園光電埤塘所產生的問題涉及鳥類生態、水質安全、漁業資源，與人類健康風險問題等，僅有少數利害關係者了解當中的因果關係，大多數人仍對此問題仍然沒有正確的環境意識。本研究為了解人們對於光電埤塘的瞭解，運用恐懼呼籲進行探索性研究。恐懼呼籲是基於保護動機理論而來，常用於改善環境問題或是健康促進等方面的議題，並作為一種強而有力的說服手段。本研究將桃園光電埤塘所產生的生態問題與健康風險問題，以桃園地區的民眾與利害關係人做為目標受眾，設計三種不同程度的威脅訊息，並計劃運用網路問卷的方式施測，期望透過威脅訊息喚醒受眾的恐懼情緒，並產生後續的保護動機與行為，以降低個人與環境的風險。研究結果發現在政策、生態、健康三種不同程度的威脅訊息下，當威脅訊息的強度越強，人們對訊息的感知程度也較大，且會影響後續做出保護行動的意圖。而在三種威脅訊息中，健康是影響人們關注環境議題的最主要原因，相較於政策規劃、生態影響，人們更重視環境議題對自身健康安全造成的威脅，其次才是對生態與政策帶來的負面結果。以此與恐懼呼籲理論討論時發現，不論是對環境還是健康促進的議題上，恐懼呼籲帶來的影響程度都非常有限，若人們不願意捨棄舊有的習慣，即便威脅訊息在恐懼也不會使人做出改變。在探討上述研究結果時，研究者也再次檢視一開始提出的恐懼呼籲訊息影響個人模型圖，透過研究結果加以修正，並重新提出修正後的模型圖；同時在結論部分提出建議與著重點，以改善恐懼呼籲理論對受眾的有效性。

關鍵字

桃園光電埤塘；利害關係人；恐懼呼籲；保護動機理論

並列摘要

In recent years, Taiwan has developed many renewable energy industries in order to achieve the 2025 Non-Nuclear Power Policy. Solar energy and solar panels are one of the well-known renewable energy sources. The "two-year solar energy promotion plan" was proposed to increase the proportion of solar energy in all renewable energy sources during 2015. However, Solar Panel Farm Pond in Taoyuan is recently one of the key-point cases led by improper installation, therefore for, many environmental problems occur. In the current investigation, the problems caused by Solar Panel Farm Pond in Taoyuan involve related issues of bird ecology, water quality safety, fishery resources, and human health risk. Most people could be still unaware of these crucial issues, only few stakeholders understood these causal relationships. 　　Fear appeal, applied in this thesis study, based on the protection motivation theory with powerful persuasive approach, was often used to improve environmental issues or health risk issues. In this study, the ecological problems and health risks are aimed at populance and stakeholders caused by the construction of solar energy on Panel Farm Ponds in Taoyuan. Three different levels of threat messages were designed and tested with an online questionnaire. This study will be awaken the fear feeling of the participants, generated follow-up protection motives, and regulate their behaviors to reduce personal and environmental risks. The study found that under the three levels of threat information: policy, ecology, and health, when the threat intensifies, people become more aware of it, and affect their intention to take action to protect it. Of the three threats, health is the main reason for people's concern about environmental issues. They place greater emphasis on the threat to their own health and safety than on policy planning and ecological impacts, and the second is the negative consequences of ecology and policy. Discussion with fear appeals reveals that fear appeals have a limited impact on both environmental and health-promoting issues, and that if people are reluctant to abandon old habits, threat messages will not change them. In examining the findings, the researchers reviewed the initial fear appeal model, revised it through the results, and recommended suggestions and emphasis in the conclusion section to improve the effectiveness of fear appeal theory on the audience.