消費者循環包裝認知態度對環境保護行為的影響

The Impact of Reusable Packaging knowledgeability and Environmental Attitude on Pro-Environmental Behavior

在後疫情時代，電子商務的成長受益於可持續的包裝設計和可持續消費行為。本研究有兩個研究目的：1.根據當前文獻中的調查，討論和分析人口因素對消費者對循環包裝的知識，以及他們的環境態度和環境保護行為的影響；2.探索消費者對循環包裝的知識和環境態度對環境保護行為是否存在顯著關係。問卷調查由四個部分組成：1.「基本資料」、2.「循環包裝知識量表」、3.「環境態度量表」、4.「環境保護行為量表」。問卷調查隨機分發給在線購物者。研究結果顯示，消費者對循環包裝的知識和環境態度對他們的環境保護行為有顯著影響。儘管環境態度對環境保護行為有顯著影響，並且在循環包裝知識和環境保護行為之間部分中介關係，但相對於循環包裝知識，環境態度的影響相對較小。這表明，消費者對循環包裝的知識是影響他們的環境保護行為的主要因素，特別是他們對包裝材料的瞭解程度。此外，本研究還表明，消費者的包裝知識和環境態度對環境保護行為的影響受到性別、年齡和收入水平的影響。

In the post-pandemic era, both sustainable packaging design and consumers who engage in sustainable consumption behavior are necessary for environmentally responsible growth of e-commerce. Guided by the theory of planned behavior, there are two research purposes of this study: 1. discuss and analyze the impact of demographic factors on consumers' knowledge about reusable packaging, and their environmental attitude and pro-environmental behaviors based on surveys in the current literature; 2. explore whether there is a significant relationship between consumers' knowledgeability of reusable packaging and environmental attitude on pro-environmental behaviors. A four-part questionnaire surveyed: 1. demographic information, 2. knowledgeability of reusable packaging, 3. environmental attitude, 4. pro-environmental behavior. The questionnaire was randomly distributed to online shoppers. This study utilizes descriptive analysis, correlation analysis, regression analysis, and mediation analysis to test the proposed hypotheses. The results of the study show that consumers' reusable packaging knowledgeability and environmental attitude have significant influence on their pro-environmental behavior. Although environmental attitude has a significant impact on pro-environmental behavior and partially mediates the relationship between reusable packaging knowledgeability and pro-environmental behavior, the impact of environmental attitude is relatively small compared to reusable packaging knowledgeability. This suggests that consumers' reusable packaging knowledgeability is the main factor influencing their pro-environmental behavior, especially their level of knowledge about packaging materials. In addition, this study also shows that the impact of consumers' packaging knowledgeability and environmental attitude on pro-environmental behavior are influenced by gender, age and income levels.