如何搭上永續發展時代潮流？探討電動機車顧客，對永續消費與綠色行銷的影響

聯合國碳中和目標加速了從石化燃料機車向綠色機車的轉變，致使這問題逐漸受到台灣年輕人對電動機車的關注。因此，如何在永續發展的趨勢下普及電動機車是非常重要的，因為使用綠色產品（例如電動機車）是推動永續環境重要的來源。本研究探討環境意識、綠色吸收能力、環境態度、政府補貼政策和綠色產品資訊不對稱對環境責任行為和永續消費的影響。研究人員蒐集551份有效問卷，闡述高機車密度的臺灣環境中，提出一個關於購買電動機車的消費者環境責任行為模型，以有效改善石化燃料機車現況。在本研究中，統計結果顯示綠色產品信息不對稱的調節效果不顯著，其餘假設均獲得支持。因此，研究結果支持電動機車消費者對於環境責任模型的適切性。消費者認知和個人因素對環境責任行為和意圖具有至關重要的影響。此外，政府補貼是電動自行車普及的關鍵。本研究調查了台灣許多電動自行車消費者的環境責任行為，特別在永續消費的議題上，可以協助政府推廣綠色車輛。

The United Nations’carbon neutrality goal has accelerated the transition from fossil fuel–powered vehicles to green ones, and this issue has gradually attracted the attention of young people in Taiwan to electronic scooters. Therefore, it is important to understand how to popularize the use of electric scooters under this sustainable trend, because the use of green product (e.g., the electric scooter) is an important source of environmental sustainability. In this study, the effects of environmental consciousness, green absorptive capacity, environmental attitude, government subsidy policy, and green product information asymmetry on responsible environmental behavior and sustainable consumption are studied. It developed an environmental responsibility model and obtained by surveying 551 responses to model the environmental behaviors of electric scooter users in Taiwan, which has a high motorcycle density, and develop strategies for reducing the usage of motorcycles running on fossil fuels. In this study, evidence was found for the influences of all the aforementioned factors except green product information asymmetry. Thus, the results of this study support the applicability of the environmental responsibility model to electric scooter users. Consumer cognition and personal factors have crucial influences on responsible environmental behaviors and intentions. Moreover, government subsidies are the key to enhance the popularity of electric scooters. The results of this study, which examines the environmental behaviors of many scooter users in Taiwan, can help governments better promote green vehicles in particular and sustainable consumption in general.