民眾價值與認知對於抗溫室效應行為之影響－－台北都會區之實證

Values, Cognition and Con-greenhouse-effect Behaviors -Empirical Test of the Taipei Metropolitan Area

近年來民眾消費行為或消費型態在抗溫室效應行動中之角色漸受重視，民眾之直接能源消費以及對商品與勞務之消費間接產生之能源需求是溫室氣體排放之主要來源，若能改變民眾之消費行為或生活形態，減少高能源及高排放商品勞務之消費，則可收溫室氣體減量之效。在此消費面議題上，許多學者認為民眾價值及環境認知是影響環境行為之主要因子。瞭解民眾價值與環境認知對抗溫室效應行為之關係，有助於制訂消費面之抗溫室效應政策。本文採用Schwartz（1992）之價值量表與量尺，量測台北都會區民眾之價值，調查民眾對溫室效應之認知與抗溫室效應行為，以及實證民眾價值，溫室效應認知與抗溫室效應行為之關係。主要發現包括：(1)大多數民眾認為溫室效應嚴重，但對溫室效應之因果認知混淆；(2)民眾價值並未清晰呈現Schwartz之自我提升（利己）－－自我超越（利他），以及保守開放之基本價值向度；所呈現之主要價值向度包括：複合價值、權力價值、以及自由平等價值；(3)年齡大、所得高、信仰佛教、複合價值高者其抗溫室效應行為傾向較高；民眾之性別、戶量、以及房屋持有對於抗溫裡效應之行為無顯著之影響；民眾對溫室效應之認知與抗溫室效應之行為無顯著關係；複合價值低、但重視權威、社會權力、刺激生活、財富、影響力，以及多樣生活之民眾其抗溫室效應行為傾向較低；(4)權力與享樂價值動機對於抗溫室效應行為有顯著之負面影響，遵從價值動機對於抗溫室效應行為有顯著之正面影響，其餘價值動機對於抗溫室效應之行為則無顯著之影響。

Recently the roles of individual consumption behaviors on controlling greenhouse gas emissions have received considerable attention.Previous studies have hypothesized that human values and environmental cognition predict environmental behaviors.Understanding the effects of human values and cognition on con-greenhouse-effect behaviors is enormously helpful in designing effective policies or measures.This study employs Schwarts value instruments and scales to identify the basic value of adults in Taipei Metropolitan Area(TMA), and surveys their cognitions regarding greenhouse effects and their behaviors favoring to alleviate greenhouse-effect(which are defined as the con-greenhouse effect behaviors hereafter), The primary focus is on identifying the dimensions of the values of the adults in TMA, as well as testing the influence of the human value and the greenhouse effect cognition on the con-greenhouse-effect behaviors.The main findings are as follows:(1).Most peop le report that the consequences of the greenhouse effect have been serious, but confuse the greenhouse effects cause and effect.(2).Most people report adopting various energy-saving measures.(3).The two clear-cut dimensions of values claimed by Schwartz do not exist.The bas ic value dimensions of the adults in TMA are:compound value, authority value, and freedom and equity value.(4).Age, income, religious beliefs, and compound value are the predictors of the con greenhouse-effects behaviors, while gender, education, housing ownership.and cognition of greenhouse effects are not.(5).Motivations of power and hedonism have negative effects on the con-greenhouse-effects behaviors, while the conformity has positive effects and the other motivational types exert no effect.