Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/21098
標題: Rise of Pro-environment Awareness! Do You Use Green Cup?
環保風興起!你還沒使用環保杯嗎?
作者: 王郁婷
Wang, Yu-Ting
關鍵字: Green Cup;環保杯;Perceived Consumer Effectiveness;Personal Norm;Perceived Value;消費者知覺有效;個人規範;認知價值
出版社: 企業管理學系所
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摘要: 
現代人生活步調快,為求快速便利,往往偏好使用一次即丟的物品,尤其以紙杯的使用量最為驚人,根據環保署統計 每年平均使用約15億個紙杯。為了降低資源浪費並達到垃圾減量,環保署在2011推動「一次用外帶飲料杯源頭減量及回收獎勵金」政策鼓勵民眾自備環保杯。然而,根據行政院環保署資料顯示,民眾自備飲料杯的比例提升了4.4%,顯現策略仍未能完全奏效。
本研究之目的為探討影響消費者使用環保杯之意圖的因素,藉由Ajzen(1985)所提出的計畫行為理論為基礎,再依研究所需略做修改,並加入間接接觸、消費者知覺有效、個人規範與認知價值等變項,以求發展出更完整的研究架構。
本研究以結構方程模式進行假說之驗證。根據資料分析結果發現,主觀規範受到直接接觸與間接接觸正面顯著的影響,並且以間接接觸的影響力較大;使用意圖則受到生態危機可能性、主觀規範、消費者知覺有效、個人規範、社會價值與情緒價值正面顯著的影響,並且以消費者知覺有效的影響為最大。

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.
URI: http://hdl.handle.net/11455/21098
其他識別: U0005-0606201213250100
Appears in Collections:企業管理學系所

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