自行車騎士綠色消費態度與行為之研究

A Study on Cyclists’ Attitude and Behavior toward Green Consumption

本研究旨在瞭解自行車騎士綠色消費態度與行為，並探討不同的背景變項對綠色消費態度與綠色消費行為的影響。研究對象為台灣地區年滿20歲以上之自行車騎士，正式問卷於2010年5月在台灣地區各自行車休憩地點發放，共計發放250份問卷，回收之有效問卷為218份，回收率87%。研究工具包含：綠色消費態度量表、綠色消費行為量表。本研究發現：一、自行車騎士普遍認同綠色消費的概念，但要實際購買綠色產品或行動力則較為薄弱。二、不同背景自行車騎士之綠色消費態度及綠色消費行為有所差異，教育程度較低者較傾向支持綠色消費並展現較高度之綠色消費行為；而以上班通勤為主的騎士族群相較於僅以自行車為運動休閒活動者在綠色消費上亦有較深的行為投入與積極之綠色消費行為。三、綠色消費態度中，以購買綠色產品的必要性對綠色消費行為有最佳的預測力。本研究建議相關單位在舉辦自行車活動時，可融合加入生態保護的宣導規畫或活動行程，藉由團體的力量，來增進騎士們的綠色關懷態度進而促進其落實綠色又環保的消費行為。

The purpose of this research was to understand the green consumption attitude and behavior of Cyclists' to discuss the effects of diffenert background variables, personal independent character on green consumption attitude and behavior. The research objects were Cyclists over 20 years old in Taiwan area. The questionnaires are issued in May 2010 in the bike recreation areas in Taiwan, 250 questionnaires were given out and were received 218 questionnaires, and the effective recycle rate of the questionnaire is 87%. The topics addressed in the questionnaire included: green consumption attitude, green consumption behavior scales. A number of findings came from the questionnaire including: 1.Green consumption attitude: The average score of each question in the questionnaire was 3.95, indicating that the overall green consumption attitude of cyclists was positive. Among background variables, sex, level of education, Cycling purpose and Cycling Experience professions were not significantly different from Cyclists'. 2.Green consumer behavior: The average score of each question in the questionnaire was 3.44 ,indicating that the overall green consumption attitude of cyclist was positive, except 'Actual participation behavior' scored lower. Among background variables, level of education and Cycling purpose were significantly different from green consumption attitude; monthy income, sex and Cycling Experience weren't. 3.Green consumption attitude and green consumer behavior showed positive correlation. Finally, some suggestions for carrying out green consumption and future research in this area were proposed based on the results of this research.