以制度理論探討民眾環保行為實行之研究：桃園地區為例

Explaining Pro-environmental Behavior with Institution Theory

本研究以制度理論來說明個人保護環境行為。之前的研究有以保護動機理論解釋個人為什麼會參與保護環境行為及如何推動個人保護環境行為（Sreen et al., 2018），也有研究指出個人的環境保護行為會受其知覺壓力及反應策略的影響（Zhao et al., 2016）。雖然有研究已提出相關論點，但對於個人環保行為過程，多為探討局部的關係，卻少有考量到外部壓力，例如法規、社會規範或團體對於個人環保行動影響。所以本研究引用制度理論來瞭解外部壓力如何影響個人實行環境保護行為，當個人處在壓力及面臨各種威脅下，如何影響個人環保行動展現。本研究彙整環保行為、反應策略模式、制度理論等觀點提出一個整合模式，結果發現：一、只有強制及規範才能影響個人環保行動反應策略；二、保護環境反應策略（問題導向、情緒導向、自我保護）對於個人環保行動有顯著影響。期待本研究結果可以作為政府、學校單位及企業在環保上實務建議，期望提昇社會整體綠色意識，持續關懷環境與生態之永續發展。

In this research, institutional theory is used to explain personal pro-environmental behavior. There are prior studies explaining why an individual will participate in pro-environmental behavior based on protection motivation theory, and how to promote pro-environmental behavior (Sreen et al., 2018). There are also some studies pointing out that the pro-environmental behavior of an individual will be affected by perceptual pressure and coping strategy (Zhao et al., 2016). Even though there were relevant arguments proposed in these studies, the analyses on individual pro-environmental behavior were mostly about localized relationships. There was barely any consideration of the impacts of external policy, social regulation or organization on individuals' pro-environmental behavior. Therefore, in this study institutional theory is used to understand how external pressure affects the individuals' pro-environmental behavior. An integrated model was proposed in this study based on summarization of pro-environmental behavior, coping strategy mode, and institutional theory, and the result reveals that: 1. Only enforcement and regulation can affect the coping strategy of individuals' pro-environmental behavior. 2. The coping strategy of environmental protection (problem-focused, emotion-focused, self-protection) has a significant impact on individuals' pro-environmental behavior. We expect that the result of this research can serve as practical environmental protection suggestions for government, schools, and enterprises. In addition, we hope to enhance the overall green awareness of this society, and to continue with our care of sustainable development of the environment.