屏東地區民眾綠色消費認知、態度與行為之調查研究

A Study of the Public's Cognition, Attitude and Behavior about Green Consumption

聯合國指出「確保永續消費及生產模式」是永續發展目標（SDGs）的核心概念之一，而綠色消費即為上述核心概念的落實。由於屏東地區為台灣重要農業城市，肩負生態生產第一線，但其居民多為傳統型消費者，在全國推廣環保標章與綠色消費宣導下，屏東地區民眾對綠色消費議題的相關研究將具有指標作用，因此本研究將研究目標訂立為調查屏東地區民眾對於綠色消費所持有之認知、態度與行為現況；基於研究者立意取樣，本研究以屏東地區民眾為研究對象，並利用問卷普查方式進行資料收集，研究工具為「民眾的綠色消費認知、態度與行為之調查問卷」，經過量化統計分析後，研究結果顯示，屏東縣地區民眾綠色消費認知的平均答對率為71.6％，整體對綠色消費認知的表現還算理想；綠色消費態度的整體表現上總平均數為4.14，可發現民眾在綠色消費態度的整體表現上算是積極且正向的，最後，綠色消費行為的整體表現上總平均數為4.02，可以發現民眾在綠色消費行為的表現還算積極。本研究依據調查分析結果提出相關意見與建議，希冀提供相關單位未來於推動綠色消費相關宣導及後續研究之參考。 The main purpose of this study was to investigate the current status of the green consumer cognitions, attitudes, and behaviors held by the public in Pingtung County after the promotion of Chinese government green consumption for many years, and to clarify the role of background variable in Pingtung County in differences of cognitions, attitudes and behaviors of green consumption. The questionnaire was conducted in random sample of the public in Pintung County. The collected questionnaires were statistically analyzed by the statistical software spss 21 Chinese version. The results indicated that the average accuracy of green consumer awareness in Pingtung Couny is 71.6%, and the overall performance of green consumer cognition is relatively ok. The overall average performance of the green consumption is 4.14. The study determines that the people are positive in the overall performance of the green consumption attitude. In addition, the overage average performance of green consumer behavior is 4.02, it may imply that the people s performance in green consumer behavior is relatively positive. Based on the analytical results of this study, alternative opinions and suggestions are proposed. It is suggested that the government could provide reference for the promotion and follow-up research of green consumption in the future.

The main purpose of this study was to investigate the current status of the green consumer cognitions, attitudes, and behaviors held by the public in Pingtung County after the promotion of Chinese government green consumption for many years, and to clarify the role of background variable in Pingtung County in differences of cognitions, attitudes and behaviors of green consumption. The questionnaire was conducted in random sample of the public in Pintung County. The collected questionnaires were statistically analyzed by the statistical software spss 21 Chinese version. The results indicated that the average accuracy of green consumer awareness in Pingtung Couny is 71.6%, and the overall performance of green consumer cognition is relatively ok. The overall average performance of the green consumption is 4.14. The study determines that the people are positive in the overall performance of the green consumption attitude. In addition, the overage average performance of green consumer behavior is 4.02, it may imply that the people s performance in green consumer behavior is relatively positive. Based on the analytical results of this study, alternative opinions and suggestions are proposed. It is suggested that the government could provide reference for the promotion and follow-up research of green consumption in the future.