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|標題:||Rise of Pro-environment Awareness!
Do You Use Green Cup?
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Living in a fast-paced life, people often prefer to use disposable items for sake of convenience, such as disposable plates or disposable cups. According to the investigation of Environmental Protection Administration (EPA), Taiwanese use around 1.5 billion of disposable cups annually. In order to make it less wasteful and polluting, the EPA formulated a draft of the Monetary Awards Scheme and Implementation Methods for Promoting the Recycling of Disposable Beverage Cups in 2011, encouraging people to use green cup. However, according to the EPA statistical data, the proportion of the use of green cup only increased 4.4. It seems that the strategy was not fully effective.
The objective of this study was to investigate consumers' intention of using green cup. The based structure was the Theory of Planned Behavior proposed by Ajzen (1985), and modified slightly basing on research needs. Some variables, indirect contact, perceived consumer effectiveness, personal norm and perceived value, were added to constructed a broadly structure.
The research results found that direct contact and indirect contact have a positive relationship with the subjective norm, and indirect contact has a relatively large influence than direct contact. The possibility of an eco-crisis, subjective norm, perceived consumer effectiveness, personal norm, social value and emotional value have a positive relationship with the intention of use. Out of these, perceived consumer effectiveness has the most influence.
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