台北市大學生的綠色消費行為與其所關切的環境議題研究

Abstract

由於工商業的高度發展,隨之所帶來的就是環境污染與自然環境的破壞, 人們亦開始警覺到這個嚴重的問題,因此許多消費者在購物時的考量,無不 以保護環境為出發點.而這股新興的消費趨勢也已開始受到產界與學界的 重視. 本研究以台北市大學生為研究對象,試圖了解不同程度的綠色消費 者,其所關切的環境議題究竟為何?而其間是否有差異存在?結果歸納出8個 環境議題因素,分別為"關心廢棄物問題";"關心自然環境問題";"關心生物 圈問題";"關心一般性環保問題";"關心建康問題"; "關心能源問題";"關 心環保科技問題";"關心環保消費問題". 在實際消費行為方面,"我會拒 買會對別人造成傷害的產品";"是受試者最常從事的綠色消費行為;其次則 為"我會購買利用天然成分製造的產品"及"我不會在打折時購買過多的折 價商品".而"我平常會做回收工作"和"我會主動將垃圾分類"則是受試者最 不常從事的綠色消費行為.最後,根據以上之結果,對欲著手於綠色行銷之 企業及未來研究者提出建議. The green movement has appeared in Taiwan in a variety of forms,from politics,to consumerism,to consumption and purchase activity,to marketing and manufactur-ing.But little academic research in consumer behavior or marketing has addressthis phenomenon.The purpose of this research is to identify specific environmen-tal issues that are important to college consumers. After first determining whatthe important issues are,we can then explore the levels of important associatedwith the various issues by different segments.The would enable marketers to ta- rget amenable audiences. We cull 57 environmental issues from international environmental organization.Rating on the 57 issues were factor-analyzed using a principal components anal-ysis with varimax rotation.8 factors were retained,concern for waste, concern f-or wildlife,concern for the biosphere,concern for popular issues,concern for h-ealth,concern for energy,concern for environmental technology,concern for greenconsumerism, respectively.After dividing college students into 3 different segm-ents,we find 3 segments concern different environmental issues. The results of this study implied marketers and public policy-maker to obtaina more thorough understanding of green issues and the meaning of the green iss-ues have for various segment.