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  • 學位論文

產品碳標籤對消費者購買決策之影響

The Impact of Carbon Labeling on Consumer’s Purchasing Decision

指導教授 : 胡憲倫

摘要


全球的暖化現象日益嚴重,各國政府紛紛研擬諸多措施以因應氣候的變遷,許多國家紛紛以產品導向的政策執行節能減碳,因此碳標籤即成為節能減碳的主要作法,期望引導民眾落實永續消費與生產。雖然世界各國有許多碳標籤的相關議題興起,但對於消費者對碳標籤的實證調查較少,故本研究希望在我國政府推動碳標籤計畫前,先進行民眾對於碳標籤政策的看法與認知調查。然而商品碳標籤是一項創新的概念,有鑑於此,本研究希望藉由創新擴散理論的基礎,調查消費者對於碳標籤的認知與態度;本研究首先透過廣泛文獻回顧與探討,整理產品碳標籤的創新認知屬性、溝通管道、社會體系與決策階段的四大構面,將其設計成問卷,透過專家問卷的修改,再以量販店的消費者作為研究對象,進行問卷調查,總計發放1250份問卷,回收有效樣本1219份,回收率為97.52%。調查結果可以發現,消費者高度的認同碳標籤的做法,亦認為碳標籤有助於提升民眾的節能減碳意識。而消費者傾向於簡單且淺顯易懂的碳標籤圖示,宣傳管道則是認為以大眾傳播較為迅速且有效。消費者也普遍認為環保的行為要從小做起,故各級教育體系提供的碳標籤資訊亦相當重要。而不同的人口統計變項亦會影響消費者對於產品碳標籤的認知與接受度,調查結果可發現女性、已婚、有小孩及年紀較長的消費者,對於產品碳標籤的認知程度較高,其接受意願也相對較高。

並列摘要


The global warming is becoming worse and worse, the governments have developed a number of measures to deal with the problem of climate change, many countries have a product-oriented policy to reduce energy used and reduce carbon emissions, so carbon label of product will become the main practices to reduce energy used and reduce carbon emissions, expected to guide the people to implement sustainable consumption and production. Although there are many issues related to the carbon labels of products in many countries, but there’re less investigation of carbon labels for consumers. So this study is to investigate the view and acceptance for the carbon label of products in the public befor the policy of carbon label. However, the carbon label is an innovative product concept, this study used the diffusion of innovation to research the consumer awareness and attitudes of carbon label. This study used a questionnaire survey, and the total questionnaires are 1250, but 1219 are valid sample. The results can be found that consumers have a high degree of recognition of the carbon labels, and they thought that the carbon label will promote the awareness of energy-saving and reduce carbon emission. Consumers like simple and easy to understand of carbon label, and the communication channels is more rapid and effective by the media. Consumers are generally considered that the environmentally friendly behavior should start when they’re young, so it is important to provide the carbon label information by the educational system. The different demographic variables will affect the perception and acceptance for the carbon label of products, survey results found that female, merried, older, with children of consumer have a higher degree of awareness and acceptance of carbon label of products.

參考文獻


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