| 摘要: | 近年來，環境問題日益受到各國所重視，許多專家學者陸續提出了對降低環境問題有利的行銷觀點──綠色行銷，並強調從源頭來解決環境之問題，認為利用「綠色消費」與「清潔生產」將可解決環境破壞問題且可達到「永續發展」的實踐。在國內，相關學者們對於有關綠色產品的研究大多也僅止於特定幾項物品的調查分析而已，欠缺了全盤性的研究，尤其是針對綠色消費品的消費者行為之調查。本研究係由大學生的觀點來探討其對綠色產品的消費行為概況，以供日後政府、企業、廠商、消費者以及學者們於宣導、教育、訓練、產品行銷推廣上的瞭解與參考。 本研究的目的在於調查瞭解大學生之綠色消費概念以及綠色消費行為，利用問卷調查的方式，了解大學生之人口統計變數與綠色消費概念、綠色消費行為間有無相互影響的關係。 綜合所有研究結果發現：（1）大學生對於綠色消費品消費行為在認知項目方面有所差異；（2）超過一半的人曾使用與購買過綠色商品；（3）購買綠色商品之主要動機為想為環保盡份心力；（4）購買綠色商品之主要用途是使用以及應用；（5）綠色消費品主要訊息來源為傳播媒體；（6）超過八成的人願意為了購買綠色消費品而多支付10%以內的金額差率；（7）綠色消費品接觸時間經驗上，以1年以下為最多，其次為1年~3年間；（8）在綠色消費行為指數的四個面向分析來看，其強弱依序為：「資源回收」、「重複使用」、「拒用」與「減量」；以17個變數項目來看，其前三名依序分別是：「重複使用用過的塑膠袋、紙袋」、「回收紙類」以及「回收塑膠瓶或保特瓶」。
The environmental issue has been highly valued by every country in the past few years. A number of experts and researchers continually propose a favorable marketing perspective, green marketing, to control the environmental problem. Moreover, it has been emphasized that solving environmental problems should be commenced from the head point. Environmental damage could be solved and the ideal of “sustainable development” can be achieved by applying the concept of ‘green consumption’ and ‘cleaner production’. In Taiwan, most studies of green product only focus on certain goods. The incomprehensiveness of study is particularly the case in terms of the inquiry into the consumer behavior towards green consumption. This thesis analyzes the consumer behavior of green consumption in the case of university students. It provides a reference for publicizing, educating, training and product popularizing for the government, business sectors, consumers and savants. The purpose of this study is to investigate the university student’s concepts and behaviors of green consumption with survey. It seeks to understand the influence and variation between demographic variables of university students, the concept of green consumption and consumer behavior. The result shows: (1) university students’ consumer behavior towards green consumption is differentiated by cognition; (2) more than half of the students have used and purchased green goods; (3) the main reason of usage is to make effort on the environmental protection; (4) the major purpose is to use and to apply; (5) the mass media is the major source of gathering information; (6) more than eighty percent of the surveyed students are willing to pay more, as much as ten percent more, to buy the green goods; (7) most students’ experience of usage is under one year, followed by those whose experience is between one and three years; (8) from index analysis of the four views of Green Consumer behavior, the effect level listed in decrease are “recycle”, “reuse”, “refuse to use” and “reduce the number of usage”. Moreover, from the seventeen variables, the first three in order are “reuse the used plastics and paper bag”, “recycle paper” and “recycle plastic bottle and container”. |
